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Public Relations - Essay Example

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Author’s Name: Due Date: Obama’s Victory: A Case of Effective use of Public Relations The 2008 presidential campaigns was doubt a unique one in the history of American politics. It was an election that not only defied the conventional electoral history by being the most expensive, but also one that came at a time when the country was at crossroads facing one of the most contagious financial meltdown of all time, two enduring wars in hand and a social network technology that had the potential to make or break fortunes…
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Public Relations
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Public Relations

Framed by experts as an election of a lifetime, the high stakes enmeshed in the waning economic prospects up for challenge by a more aggressive China combined to smash the historical barriers of racism, religion, class and gender to the very most coveted seat in the land of opportunities. An underdog brand with tags considered negative in the history American politics—a junior Democratic senator of African roots— Obama ignited the country with a well-organized campaign that has gone into history books as a standard benchmark in marketing excellence. Although the 2008 presidential race attracted an impressive array of individuals with known credentials in foreign policy and/or national political experience, Obama’s candidature carried a special burden over and above the nation’s leadership qualities; proving that he had what it takes to break through the virulent barricades of American racism (Balz and Johnson 13). From the very beginning, Obama fashioned his candidature with a brand of change; a position emphasized at every turn with lucid communication tactics. A candidate with flawless oratory skills, Obama knew that the success of a “product” begins with nature given attributes. Obama inaugurated his candidature for the top seat with a democratic bent that had marks of inclusivity; the fact that American people were stakeholders in his lifelong career was never hidden from his very first limelight speech. As such, any further breakthrough endeavors had to incorporate them [the American people]. His able approach on the doubts surrounding his religious affiliations, his unique biracial background and the attacks questioning his allegiance to the United States more than gave Americans the feelings of knowledge of a next-door neighbor. With a baggage of confidence crisis that swept through the financial system; a stark reminder of the darkest days of the Great Depression, plus failures of the Bush’s presidency to control a national debt hovering at its highest, framing Obama as a candidate of change was inevitably a killer jibe to McCain’s prospects of rallying the public behind his bid (Balz and Johnson 11-12). Consistent with change-wrapped messages that were eloquently delivered to the very comfort zones of the American population, Obama’s brand offered voters something different. Change being the centerpiece of the Obama’s campaign strategy, McCain, though experienced enough to lead Americans in a new direction, caught himself in a cage of the status quo, a tag framed by the opponents-the Obama camp (p. 291). By integrating change as the dominant theme to America’s future, Obama’s disadvantages defined by history became no more. At a time in history when the public literally demanded to know more about the government’s handling of a crisis, the Bush’s administration had few answers to offer with little leadership. With the media largely reliant on the government for public policy information that were plainly scanty, the presidential candidates were worthy sources for an explanation to the state of the economy. For the first time, a rare opportunity to showcase presidential decision-making abilities presented itself at an opportune time; and a vulnerable media was ... Read More
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