Getting the Message Out: Candidate Communication Strategy During thr Invisible Primary

Abstract

This article applies the theory of competitive (war) and substantive (marketing) communication strategies to the presidential nomination campaign, focusing primarily on the time period during which we expect the candidates to be most concerned with framing their campaigns-the invisible primary. We utilize candidate press releases to assess the accuracy of this theory and refine it. We then test the hypothesis that a candidate's strategic goals, which are generally defined by the candidate's competitive status relative to the field, determine the dominant type of message communicated during this penod. We find that there are definite patterns of messaging choice relative to candidate status. We also find that competitive messages dominate the “discourse” of candidates relative to the news media to a far greater extent than anticipated.