Deju who?

It’s time to think outside the box when it comes to storytelling, so earned media should be our friend and a tool to validate a message during turbulent times. During my career in politics, I’ve worked on many outlandish earned media ideas. Whether it was organizing a celebrity robo call or sending a mariachi band to serenade Anderson Cooper before a national debate, it all served the ultimate purpose: elevating a campaign, moving public opinion, and echoing a message needed to be heard multiple times.

Elected officials in the minority often forget a fundamental truth: legislative power isn’t the only way to create change. When you can’t pass bills, you must leverage politics itself to fight back, yet too many handcuff themselves with self-imposed limitations on messaging and tactics.

In today’s attention economy, earned media isn’t just an asset—it’s your primary currency. It amplifies paid media efforts, directs eyes to your candidate or issue, and shifts public sentiment. Creating compelling narratives is a responsibility shared by consultants and their clients alike.

Maintaining a “rapid response” mindset requires substantial energy and produces genuine exhaustion. It demands constant monitoring of news, content seen by voters, and anything remotely relevant to your campaign. This isn’t a job that ends at 5:00 PM—in our 24/7 media environment, multiple campaign team members must continuously monitor the pulse of public conversation.

Earned media extends far beyond news articles. Most campaigns won’t secure New York Times coverage. While building relationships with journalists is valuable, it alone won’t generate news clips. What works is offering meaningful, beat-relevant pitches to reporters and producers. Sometimes victory means working behind the scenes on stories where your client isn’t quoted but that advances a strategic narrative.

In the “old days” a communications director would schmooze the reporters assigned to the campaign and pump out a press release or two in a week. Today, with a dwindling number of reporters, it’s essential to get creative. Can we pitch a local podcaster? Are there local websites that cover your jurisdiction? Will another candidate push out something about you? Can we get surrogates to spread your message on their Facebook groups? Or, can we make our own content for our email lists, substacks, and social media streams if we can’t get bigger outlets to cover your story?

In an attention economy, creativity in reaching audiences is paramount. Campaigns compete for attention just like every other entity. When misinformation and disinformation flood the zone as standard DC strategy, capturing attention requires both creativity and courage.

Don’t wait for news cycles—manufacture them. Stage events, release provocative research, or take bold stands that force media coverage. The most effective earned media is often self-generated rather than reactive.

The attention economy demands that Democrats fundamentally rethink their approach in the coming years. While the instinct may be to govern, the times call for fighters who understand the battlefield of public attention.

While we’re known for our cutting-edge campaign strategy and media, we don’t believe our job stops at just that. In many of our races, we will help develop your earned media strategy as well. We’d love to work with you on your next campaign, give me a call at (281) 989–7353 and we’ll chat. Or text me to exchange tips on breakfast taco locations!

-Michael