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While your campaign kickoff may not be the single most important event in your campaign, it will set the tone for your candidacy in a variety of important ways.
A campaign kickoff announcement should be done well if it is going to be done at all. Many candidates simply file for office and send out a one-page press release announcing their candidacy and why they believe they are the best person for the job. Although this approach may conserve resources, it deprives a candidate of the benefits of staging a media event.
If you plan to publicly announce your candidacy, then you should do it right. Although your campaign kickoff may not be the single most important event in your campaign, it will set the tone for your candidacy.
A campaign kickoff should fulfill the following set of objectives.
* It should send a clear message to the media and political insiders that you are serious about running a professional campaign. This will go a long way toward convincing these audiences that you are a viable candidate and help attract vital contributions and media attention. Generally, people like to support winners, and it helps to look like one.
* If you are not already well-known in the community, it is an opportunity to make a positive first impression with the public. The old adage is especially true in campaigns: "You'll never get a second chance to make a good first impression."
* It should impress upon the media and your base of supporters that you possess well-developed organizational and public speaking skills, giving your campaign credibility.
* It should serve as the earliest in a series of steps in establishing the image you want to project throughout the campaign. Perception matters, and it is your responsibility to manage those perceptions.
* It should serve notice to any potential primary or general election opponent that they may have to invest significant resources in defeating you and thus may discourage otherwise viable challengers, who may then choose to run for a different office against a less prepared candidate.
When planning your announcement, you should consider several key aspects of your overall presentation package so as to maximize the benefits of the event:
* Why am I...