Hillary Clinton’s Approach to Social Media Killed Her Campaign

February 27, 2008

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Hillary Clinton campaigned for president using a traditional approach to media. I call it the Push & Spin Approach. At this point that outdated approach to media, along with the rest of her campaign, seems to have failed miserably.

Push & Spin

The traditional approach to media is all about control. Build relationships with the key media influencers so that they are willing to listen to your side of things when you “push” your message out to the public through them.

The goal is to get news about you (and your organization, business, etc.) presented to the public in a favorable light or positive spin. Hopefully once the message starts going in your favor it will keep moving in that direction just like a spinning object holds a straighter trajectory than one that isn’t spinning.

Wikipedia has this to say about PR Spin:

In public relations, spin is a usually pejorative term signifying a heavily biased portrayal in one’s own favor of an event or situation. While traditional public relations may also rely on creative presentation of the facts, “spin” often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by their political opponents.

The Clintons have long been masters of this traditional push & spin approach to media. Read more

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