ABSTRACT
This chapter discusses the nature of candidate media management strategies by: identifying the contrasting goals and resources of candidates and the press, describing the dimensions along which a media management strategy is constituted, and identifying the specific positions along those dimensions that define the "Issue of the Day" strategy. Any presidential candidate's media management strategy is predicated on the respective goals and resources of the candidates and the press. Candidates and the press are often at odds over how the candidates should be portrayed in the news. The important and independent role played by the press rests on its power to select from the various stories present by a campaign those which it will report, and its power to interpret those stories. By shaping the content of the information provided to the media, a candidate can influence the content of the media's reporting. A single, repeated message has the greatest chance of influencing the public's image of a candidate.
