Workshop Agenda


NOTE:  Sessions will end at 50 minutes after the hour to afford participants time for refreshments.

Track 1 – Media 
Preparing Your Media Message
Presenters: Heather Hoopes Matthews, formerly WISTV and PR manager, Nexsen Pruet with Deb Sofield, Executive Speech & Presentations Coach

  • Maintaining Your Powerful Image
  • Crafting your sound bite for results
  • Crafting a Commanding Presence for the Professional Women
  • The Editorial interview – dos' and don'ts
  • Telling Your Story in 60 Seconds-The Radio interview – tips for success
    NOTE:  This hands-on one-on-one taping session continues for two hours.


 The Internet Campaign
Presenter: Barbara Rackes, Electronic Media Guru and CEO of TheRackesGroup

  • Building an Internet strategy
  • Creating a hub to distribute information and gather data
  • Connecting with critical audiences
  • Raising money online
  • Managing campaign activities effectively
  • Social networking: increasing viral support for your campaign
  • Electronic messaging - delivering your message to voter's inbox

Direct Mail and Campaign Collateral that Wins
Presenter: Walter Whetsell, President, Starboard Communications

  • The eight rules of message branding
  • The who, what, why, when and how of political direct mail
  • The ten photos no campaign should be without
  • A case study in targeting


Track 2 – Campaign/GOTV
How to Raise Money to Run - Tips for Fundraising Success
Presenter: Ruth Sherlock, President, Sherlock & Associates

  • The finance plan – how to build it and how much is enough?
  • The finance committee – creating and managing the right people
  • The candidates role – call time is a key responsibility
  • Solicitation – who, how, when
  • Repeat gifts – attract and build them


Running as a Woman to Win
Presenter: Michelle Macrina, President, The Macrina Group

  • Think Big, Plan Big – Preparing to Run for Office
  • Know How to Play the Game – Overcoming the Good Old Boy Mentality
  • Making Decisions and Standing Strong – Not Too Tough, Not Too Soft

The Power of Persuasion: How to Effectively Influence Elected Officials
Presenters: Rep. Rita Allison and Jeanelle McCain, Progress Energy

  • Approach Style: Dos and Don'ts
  • What an elected official needs and does not need 
  • How to build support 
  • Approach Style of Lobbyist and Activist 
  • Building Capacity with grassroots and other organizations


The Small Campaign – Winning on a Shoe String OR All Politics is Personal
Presenter: Skip Webb, Campaign Systems

  • The campaign plan – recognizing budget constraints, executing with enthusiasm
  • Early campaign activities - Volunteer recruitment, precinct captain recruitment
  • Small event/fundraiser development-Setting goals - establishing a timetable with weekly goals and accountability
  • Later campaign activities - direct voter contact, signage, GOTV activities