8mincycle.final

8/8/2019 8MinCycle.final

http://slidepdf.com/reader/full/8mincyclefinal 1/28

The 8The 8--Minute News Cycle:Minute News Cycle:Campaigns, Collaborators,Campaigns, Collaborators,

and Social Mediaand Social Media

Wells Dunbar & Michael King,Wells Dunbar & Michael King,

Austin ChronicleAustin Chronicle



The 8-Minute News Cycle,Wells Dunbar & Michael King

Old Media:Old Media:

Stump SpeechesStump Speeches






TV AdsTV Ads






TV AdsTV Ads

RobocallsRobocalls






TV AdsTV Ads

RobocallsRobocalls

BlockBlock--walking &walking &

DoorhangersDoorhangers



The 8-Minute News Cycle,

Wells Dunbar & Michael King

New Media:New Media:

New Social MediaNew Social Media

sites and platformssites and platforms

are always emergingare always emerging





New Media:New Media:

Focus on the basicsFocus on the basics





Use an Aggregator Use an Aggregator





Don't let your messagingDon't let your messagingobscure your message.obscure your message.





Be TransparentlyBe Transparently

TransparentTransparent Let audience knowLet audience know

who¶s speakingwho¶s speaking

Obey campaignObey campaign

finance rulesfinance rules





Thou Shall Not Steal!Thou Shall Not Steal!

Don¶t appropriateDon¶t appropriate

copyrighted music,copyrighted music,

photos, etc.photos, etc.





Mind the MessageMind the Message

Will this alienateWill this alienate

those beyond thethose beyond the

intended audience?intended audience?





Bottom line:Bottom line: Keep your Keep your message the storymessage the story, not, not

campaign financecampaign financeviolations, copyrightviolations, copyrightinfringements, or viralinfringements, or viral

backfires.backfires.





Case Study #1Case Study #1TheLeeTeam vs. Brewster Nation (2009)TheLeeTeam vs. Brewster Nation (2009)





TransparencyTransparency

TheLeeTeam: GroupTheLeeTeam: Group

Twitter accountTwitter account

signed by each author signed by each author






TheLeeTeam: GroupTheLeeTeam: Group

Twitter accountTwitter account

signed by each author signed by each author

Brewster Nation:Brewster Nation:

Began as websiteBegan as website

with no disclaimer with no disclaimer

info, later issuedinfo, later issued

flyers with noflyers with no

disclaimer info either disclaimer info either






Brewster Nation's transparency troublesBrewster Nation's transparency troubles becamebecame

the story.the story.






McCracken shootsMcCracken shoots

web video calling for web video calling for

city planning to avoidcity planning to avoid

³St. Louis³St. Louis--stylestyledecline.´decline.´

Provocative, right?Provocative, right?






McCracken films webMcCracken films web

video calling for cityvideo calling for city

planning to avoid ³St.planning to avoid ³St.

LouisLouis--style decline.´style decline.´

Video goes viralVideo goes viral ± ± inin

St. Louis!St. Louis!The locals reactThe locals react






McCracken backlashMcCracken backlash becomes the storybecomes the story..





Case Study #2Case Study #2Jason Meeker vs. Lee Leffingwell (2008)Jason Meeker vs. Lee Leffingwell (2008)






Two high campaignTwo high campaign

operatives officiallyoperatives officially

left campaign, beganleft campaign, began

running expensiverunning expensive³independent´³independent´

campaign a few dayscampaign a few days

later. Ethics, funding,later. Ethics, funding,advertising rulesadvertising rules

became the story.became the story.






What are you selling? A candidate or computer What are you selling? A candidate or computer

parts?parts?





A Few Afterthoughts « A Few Afterthoughts «

The candidateThe candidate isis the campaignthe campaign ---- so you better so you better

run itrun it







run itrun it

If you don¶t drive the story (If you don¶t drive the story (on your issueson your issues) the) the

story will drive youstory will drive you







run itrun it

If you don¶t drive the story (If you don¶t drive the story (on your issueson your issues) the) the

story will drive youstory will drive you

The media is looking for a narrative; it¶s yours or The media is looking for a narrative; it¶s yours or

it¶s theirsit¶s theirs





CreditsCreditsPhotos:Photos:

2. Flickr user herzogbr [CC]2. Flickr user herzogbr [CC]

3. Flickr user Kevin Steele [CC]3. Flickr user Kevin Steele [CC]

4. Flickr user rockfordman [CC]4. Flickr user rockfordman [CC]

5. Richard Whittaker 5. Richard Whittaker

11. Flickr user neiljs [CC]11. Flickr user neiljs [CC]

11. Flickr user thisrobot [CC]11. Flickr user thisrobot [CC]

14. Jana Birchum, John Anderson14. Jana Birchum, John Anderson

16. John Anderson16. John Anderson

21. John Anderson21. John Anderson

22. Flickr user dan4th [CC]22. Flickr user dan4th [CC]

Websites:Websites:

austinchronicle.comaustinchronicle.com

austinist.comaustinist.com

burntorangereport.comburntorangereport.com

hootsuite.comhootsuite.com

riverfronttimes.comriverfronttimes.com

twitter.com/TheLeeTeamtwitter.com/TheLeeTeam





Thank You!Thank You!

Michael King, News Editor Michael King, News Editor

[email protected]@austinchronicle.com

Wells Dunbar, Staff

Writer

Wells Dunbar, Staff

Writer

Twitter: @CityHallHustleTwitter: @CityHallHustle

Facebook.com/CityHallHustleFacebook.com/CityHallHustle

[email protected]@austinchronicle.com

8mincycle.final

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