An Unforced Error in the San Francisco Mayor's Race

What should you do when you're attacked? It's a question every political campaign has to prepare for. Our recommendation: don't draw attention to an attack few voters have noticed.

We were struck by candidate Jane Kim's decision to publicize a list of questions posed by a San Francisco Chronicle reporter. She described them as unfair and likely sourced from a rival.

We won't argue with her assertion, but the goal of a political campaign is to win on Election Day, not on ethical or process issues. Publicizing the questions drew more attention to one of the central critiques of Kim's candidacy: that her elite upbringing contrasts with her progressive policy point of view.

The larger lesson for communications professionals is that the most effective campaigns don't always punch back when hit. Instead, they use analytics and research to determine which blows are landing and address those alone.

Whatever it is, the way you tell your story online can make all the difference.