The article studies whether and how negative campaigning is a successful strategy for attaining media attention. It combines extensive content analyses of party and news texts with public opinion surveys to study the success of individual press releases in making the news. The empirical analysis draws on 1496 party press releases and 6512 news reports in all national media outlets during the final 6 weeks of Austria’s 2013 general election campaign. We find that negative campaigning is a successful strategy to attract the attention of journalists and editors. It is particularly relevant for rank-and-file politicians, who lack the intrinsic news value of high public or party office, and for messages that focus on a rival’s best issues. These findings have broader implications for understanding party strategies and ‘negativity bias’ in the news.
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