Axios’ Evan Ryan, a former staffer for Vice President Joe Biden, and Ashley O’Connor, of Strategic Partners & Media, an adviser on both of President George W. Bush’s campaigns, offer a play-by-play on how to catch the public’s eye.
Step 1: Make News
“First and foremost, know why you are running because voters (and reporters) can figure out really quickly if you are just reciting a canned message from a consultant," says Ryan. "Once you’ve announced, sit down with a reporter and explain your message and what has motivated you to run.”
Step 2: Log On
“Have a search campaign (buying key-words through Google) to direct people to your website,” O’Connor explains. “From there, you get them engaged. Get their e-mail address, ask them to like your Facebook page, to follow you on Twitter. The more you can build a relationship directly, the less money you spend later to reach that person.”
Step 3: Call Pals
“Ask your friends and neighbors to host gatherings in their living room, and sit down with people in your community,” Ryan suggests.
Step 4: Do You
“Authenticity is key to campaign ads,” O’Connor says. “If you’re not comfortable in a suit giving a speech, don’t make an ad that’s you giving a speech in a suit. Voters are pretty sophisticated, and you will not get out of the gate if they think you are not sincere.”
Step 5: Give Good Vibes
“People aren’t gravitating toward negativity,” Ryan notes. “Have answers, solutions, and new ideas. That said, politics can be a rough sport. Be able to defend your position and show strength!”
This article is part of our "Women Running for Office" series, which originally appeared in Marie Claire's November 2017 issue, on newsstands October 17. To view the full package, click here.
Kayla Webley Adler is the Deputy Editor of ELLE magazine. She edits cover stories, profiles, and narrative features on politics, culture, crime, and social trends. Previously, she worked as the Features Director at Marie Claire magazine and as a Staff Writer at TIME magazine.
The Cannes Film Festival 2022: The Best Red Carpet Looks
Here's what everyone wore for the festival's 75th year.
By Sara Holzman
The 30 Best Black TV Shows Ever
Clear your schedule. You have some binge-watching to do
By The Editors
Take a Tour of Ali Wentworth's Personal Library
The author and actress shares her favorite reads in 'Shelf Portrait.'
By Neha Prakash
The Supreme Court's Mississippi Abortion Rights Case: What to Know
The case could threaten Roe v. Wade.
By Megan DiTrolio
Sex Trafficking Victims Are Being Punished. A New Law Could Change That.
Victims of sexual abuse are quietly criminalized. Sara's Law protects kids that fight back.
By Dr. Devin J. Buckley and Erin Regan
My Family and I Live in Navajo Nation. We Don't Have Access to Clean Running Water
"They say that the United States is one of the wealthiest countries in the world. Why are citizens still living with no access to clean water?"
By Amanda L. As Told To Rachel Epstein
30 Ways Women Still Aren't Equal to Men
If anyone tries to tell you otherwise, show them these statistics.
By Megan Friedman
Cory Booker and Rosario Dawson's Relationship Is No More
After three years of dating, the power couple have decided they're better off as friends.
By Marie Claire Editors
Education for Women and Girls Is Crucial for Climate Justice
In an excerpt from her new book, 'A Bigger Picture,' Ugandan climate activist Vanessa Nakate discusses the impact educated African women and girls can have on solving the climate crisis.
By Vanessa Nakate
It’s Time to End Equal Pay Days and Pass the Equal Rights Amendment
The passage of the ERA is a chance for our country to prove it truly values women.
By Hala Ayala
In Conversation: Secretary Jennifer Granholm and Emily Tisch Sussman
“It’s ridiculous that we’re the only advanced nation on the planet that doesn’t help families with childcare.”
By Emily Tisch Sussman