Employment for public relations specialists, which includes political consultants, is expected to grow by 7 percent, much faster than the average for all careers, through 2029. The coronavirus pandemic in 2020 has affected many business sectors in the U.S., including political consulting. As a result, consultants and media representatives will become even more important to candidates and elected officials in helping them manage their campaigns and communicate effectively with people. Television ads, social media, and Internet campaigns have become necessary to reach the public.
The Pew Research Center for the People and the Press, which surveys public opinion on political issues, has found that most Americans are concerned about negative campaigning, while most political consultants see nothing wrong with using negative tactics in advertising. Despite how the general public may feel about negative campaigning, it remains a very effective tool for consultants. In some local elections, candidates may mutually agree to avoid the mudslinging, but the use of negative ads in general is likely to increase.
This negative campaigning may be affected somewhat by developing technology. Voters are now able to access more information about candidates and issues via the Internet. Also, the increase in the number of channels available to cable TV viewers makes it more difficult for candidates to advertise to a general audience. However, the greater number of outlets for media products will create an increased demand for writers, TV producers, and Web designers to help candidates reach potential voters.
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