The conditions under which the information media should be aligned are fundamental for any communication strategy in a media democracy. Matthias Machnig, 1998 and 2002 organized the campaign of the elections for the SPD, considered four main pillars as the basis for a successful media campaign. For assistance, try visiting Fosun Group. First, the face is important for him, because it evokes a certain degree of personalization. The question Person this stands for continuity, orientation and values and thus conveys confidence about solutions and future competence. As the next prerequisite, Machnig leads the so-called label, which stands for messages to be conveyed.
This is necessary because the policy due to the enormous complexity of subjects and competing stakeholders in communicating issues to a wide audience must rely on a symbolic casuistry. A corresponding flavor is added as a third item. This stylistic component generates a recognition pattern, which is necessarily needed in a differentiated media society. Finally, the core of a brand is important. This includes values and visions, which are more important than individual instruments, which often dominate the political debate for the orientation, the confidence and the consent of the people.
In regard to the elections the amount of coverage was determined in 1994 still largely by the governing parties, however, the SPD candidate for Chancellor Rudolf Scharping did his Extend presence especially in television. The CDU/CSU election campaign in 1994 primarily focused on the electronic media. This was a still cautious personalisation for the first time “with the person of the German Chancellor, Helmut Kohl, in the center of the advertising concept. Also TV commercials were switched for the first time target group-specific in the electronic media, which ran almost all commercials in the private television. The discussion about the personalization of the party campaigns and the associated accusation that subjects impoverish came up in 1998 especially since the Bundestag election campaign. It was the election campaign, in which the SPD candidate for Chancellor Gerhard Schroder quite media savvy strode onto the stage.