Punting The Football In Political Communication: A Game You MUSS Win

Gauging the effectiveness of our words is often tricky business for those of us in political communications - whether you're with traditional media, a politician, a non-profit, a lobbying group, or a blog like this one. Your brilliantly crafted press release can get ignored, your opening joke might be remembered when your actual speech is forgotten, and your magnificently researched investigative journalism might get 1/20^th the hits of articles with headlines like "Teacher allegedly paid students after sex."