Interview with Scott Schweitzer Campaigns & Elections 2011 Rising Star Award Winner

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MPR.- Recently you received a Rising Star award. What does this mean to you? What are your new Challenges / goals after receiving this award?

SCOTT – Just looking at past recipients, you can tell that receiving the “Rising Star” award is quite an honor. I’m appreciative of the peer recognition and see it as an acknowledgement of past work done well. The award is motivation to continue to grow on past success and encouragement to do my best for my clients who I serve.

MPR.- What new things will appear soon in the art of political propaganda? What are the new things that will bring the next presidential election in the US?

SCOTT – The greatest challenge in political campaigning is persuading uninterested and undecided voters that your candidate is the best choice and then motivating them to go and vote. I see campaigns embracing new technology and the social web more. Voters will listen to people they know more than some they don’t, by using personal relationships and intrusive messaging, uninterested people can be turned into motivated voters.

MPR.- The radio, newspapers and television are now pretty much old technology. A lot of young people like to use their mobile devices to watch videos, read stuff, surf the web, etc. Are today’s Candidates responding to this type of challenge?

SCOTT – Absolutely candidates and campaign committees are responding to the changing view patterns of likely voters. We have begun to advertise in pre-roll advertising, spots on video content sites like YouTube, Hulu, and many local news sites). The advertisements are targeted by ISP address so we can target in specific locations for targets voters in specific locations or based on specific targeted demographics like age or likely party affiliation.

MPR.- Every candidate would like to spend more time on television, but is very expensive. What other way can they use that it’s not as expensive but it is as effective?

SCOTT – I’m a believer that broadcast is the most effective communication tool because it is an intrusive tool that reaches likely voters in their environment. For limited resources targeted cable, being sure to have solid repetition of message, is a way to communicate to a small group voters in a less costly manner – although cable is not a replacement for broadcast television.

MPR.- People hate politics. How can you transmit your political message in an environment like that?

SCOTT – I believe political messages succeed by candidates being sincere with voters, inspiring voters, and showing a sense of optimism. I think voters know when someone is being genuine, and when a candidate can do that voters respond.

MPR.- However people love some TV commercials such as the Super Bowl spots. And some candidates also have great creativity. How do these candidates achieve that?

SCOTT – The most successful creativity I see with candidates still achieves political objectives. Campaigns who motivate voters to vote for them is the most important task and candidates who are successful build creativity around political goals and use creative angles and ideas to relay their message.