5 Political PR Strategies for Independent Campaigns

Political PR is one of the most powerful tools grassroots and Independent candidates can use to get noticed, build credibility, and connect with voters. Without the built-in visibility of major-party machinery, PR opportunities can level the playing field and often cost little to nothing compared to paid ads.

This guide will walk you through what political PR is, why it’s so important for Independent campaigns, and how to use it strategically to boost your visibility and strengthen voter trust.

What Is Political PR?

Political PR, short for political public relations, is the practice of shaping how voters, journalists, and your community see your campaign. It’s about building your image, telling your story, and managing how your campaign is represented in the media and public conversation.

Unlike paid advertising, which allows you to control the message, PR relies on earned attention, like news coverage, interviews, community recognition, and word of mouth. Done well, political PR creates credibility and helps you connect with voters on a deeper level.

For candidates running outside the two-party system, PR is especially valuable. Local news stories, community events, and word of mouth can amplify your message far beyond what your campaign budget might otherwise allow.

Why Political PR Matters for Independent Candidates

Major-party candidates often have built-in media attention and networks to keep their names in the spotlight. Independent and nonpartisan candidates usually don’t. That’s where PR becomes a lifeline.

Strong political PR helps you:

• Overcome low name recognition. Local voters may not know you yet, and PR can introduce you.

• Build legitimacy. Earned coverage signals that your campaign is credible and worth paying attention to.

• Shape the narrative. Instead of letting opponents or party machines define you, PR ensures you set the tone.

• Expand your reach. Local media, influencers, and community leaders can get your message in front of voters you’d never reach alone.

In short, PR is how you get voters to not only hear your name but also associate it with trust, authenticity, and leadership. However, PR is just one part of your campaign. Direct voter contact through canvassing, community engagement, and outreach should remain the backbone of your strategy, with PR working alongside it to amplify your message.

LEARN MORE: Learn how to connect with your community and earn media coverage with our free webinar on campaign PR and outreach. 

What Makes Something Newsworthy?

If you’re wondering whether one of your campaign updates deserves press coverage, ask yourself if it’s something the average community member would care about if they saw it in the news. 

Newsworthy stories often include:

• A campaign launch or official announcement of your candidacy

• Community endorsements from respected local leaders or organizations

• Policy positions tied to urgent or widely discussed local issues and current events

• Unique angles like being the first Independent to run in your district, or hosting a creative community event

• Human interest elements, such as a personal story that connects to your platform

Local reporters are always looking for relevant, timely stories. If you tie your campaign to issues voters are already talking about, like schools, housing, or public safety, you can increase your chances of coverage. 

You don’t need to chase every story, though. Focus on the PR opportunities most likely to reach your target voters, and balance your media work with the rest of your campaign activities, like fundraising and direct outreach.

Political PR Strategies That Work for Independent Campaigns

Not every campaign has the resources to hire a press secretary or PR consultant, but luckily, you don’t need one. Here are practical ways you can use political PR to boost your campaign:

#1: Build Relationships with Local Reporters

Start small by making a list of local newspapers, radio shows, TV stations, and community blogs. Reach out to reporters covering politics, education, housing, or community affairs. A quick email introducing yourself and your campaign can put you on their radar for future stories.

#2: Use Press Releases Wisely

Press releases remain one of the most effective political PR tools. They help you share campaign news in a professional format that reporters can use directly. Send them for big updates, like launching your campaign, announcing endorsements, or hitting fundraising milestones.

LEARN MORE: Use our free campaign press release template to start building your own announcement.

#3: Leverage Community Events

Attending (or hosting) community events doubles as outreach and PR. Whether it’s a town hall, holiday parade, or neighborhood cleanup, these appearances often attract local press and can show voters you’re engaged with your community.

#4: Partner with Local Influencers

Endorsements don’t have to come from nationally recognized names. A shoutout from a neighborhood leader, faith leader, or local business owner can carry major weight and generate buzz both in the press and on social media.

#5: Repurpose Your Coverage

When you do earn press coverage, don’t let it stop there. Share the article, TV clip, or radio interview on your social channels, email newsletters, and campaign website. Each mention reinforces your credibility and broadens your audience.

How to Handle Negative Press

No campaign is immune to criticism or negative coverage. What matters is how you respond.

If you’re facing negative press: 

• Stay calm and professional. Never lash out at reporters or voters publicly.

• Correct inaccuracies quickly. If misinformation is printed, contact the outlet with polite, fact-based corrections.

• Re-center your message. Use your campaign channels to restate your values and priorities instead of amplifying the negativity.

• Don’t overreact. Sometimes a brief, respectful response is better than drawing more attention to a minor issue.

Handled correctly, negative press can even work in your favor by showing voters you’re accountable, transparent, and steady under pressure.

LEARN MORE: See more ways to handle negative press. 

How Independent Candidates Use Political PR to Win Visibility

Political PR isn’t theoretical. It’s happening on the ground right now. Independent and nonpartisan candidates across the country are using creative strategies to get their names in the headlines, build credibility, and connect with voters. 

Here’s how four candidates are putting PR into action:

Turning Everyday Issues into Headlines: Mike Duggan

Detroit’s mayor, Mike Duggan, launched his Independent run for Michigan governor by leaning into PR opportunities that feel authentic and local. His farm visit in Huron County, where he discussed labor shortages and crop challenges with producers, was covered by local media as a story about listening to rural communities. The move reinforced Duggan’s campaign message of unity and problem-solving while giving voters (and reporters) a visual, story-worthy moment.

Building a Viral Narrative from Personal Story: Graham Platner

In Maine, Graham Platner is running for U.S. Senate not with flashy ads, but with a narrative that reporters can’t resist: a veteran and oysterman fed up with the establishment. National outlets picked up his story because it blends human interest (working-class background), populist messaging (calling out “oligarchy”), and outsider appeal. Platner’s campaign shows how a compelling personal identity can become your PR engine.

Earning Credibility Through Thought Leadership: Amanda Nardozzi

Dr. Amanda Nardozzi’s city council campaign in Waterbury, Connecticut, has leveraged PR not just through campaign events, but through op-eds and issue-based commentary. By framing herself as a candidate with experience on the Board of Education and the Finance & Audit Review Board, she’s used media to showcase expertise and Independence. Instead of relying on press releases alone, she’s demonstrating credibility by shaping the conversation around fiscal responsibility and transparency.

Turning Symbolic Representation into Advocacy: Maria Benzon

In Houston, Maria Benzon is running for a school board that has lost much of its formal authority. She’s using her candidacy as a PR platform, positioning herself as the voice of educators and families who feel sidelined. That message, amplified through local coverage and community engagement, is turning a low-power office into a megaphone for advocacy. Her example shows how even symbolic runs can generate meaningful press when framed as about representation and visibility.

These campaigns show that PR isn’t about spin. It’s about creating authentic stories that voters and reporters alike want to share.

LEARN MORE: Ready to make your own headline? Learn how to get media attention for your political campaign. 

Take Your Political PR Further

Political PR isn’t just about chasing headlines. It’s about building trust, shaping how voters see you, and making your campaign impossible to ignore. For Independent and nonpartisan candidates, a smart PR strategy can level the playing field by giving you visibility, credibility, and momentum.

The good news? You don’t need a big budget or a professional PR firm to make it happen. What you need is the right support to turn your story into press coverage, social media buzz, and conversations that resonate with voters.

That’s where GoodParty.org comes in. From writing press releases to sharpening your campaign message and getting your name in front of the right people, GoodParty.org is empowering candidates to amplify their stories and connect with their communities on their own terms.

Photo by George Milton