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Steve Shannon for Attorney General

The challenge: As a down-ballot race in a low turnout election, the campaign for Virginia's Attorney General does not usually draw much media attention. In 2009 Democrat Steve Shannon was running with little statewide name recognition in a heavily unfavorable climate for his party. In a year when Independents were leaning heavily Republican, Steve Shannon needed to raise his profile and find a way to reshape the race for Attorney General.

Tigercomm responded to the challenge by:

• Crafting a message that emphasized Shannon's record as a criminal prosecutor who would protect Virginia's families from gangs, drunk drivers, and child sex predators
• Aggressively pursued breaking news opportunities to earn on-message attention
• Drove a hard-hitting message using innovative tactics to communicate the details of our opponent's radical personal political agenda
• Designed an editorial endorsement strategy that led to 9 major newspaper endorsements, including 5 Virginia newspapers that endorsed Republicans for Governor and Lt. Governor , but chose Shannon in the race for Attorney General
• Effectively shifted the race onto a public safety frame by rolling out a series of detailed policy proposals that received substantial coverage
• Provided extensive media training and debate coaching - transforming Shannon's on-camera presence and making him more effective when doing television, radio and print interviews and helping him to win the last three debates of the campaign

Results:

With our help, Steve Shannon transformed the race for Attorney General into a public awareness campaign on public safety issues, earned substantial media attention, out-debated his opponent, and won nearly every newspaper endorsement in the Commonwealth, including several conservative-leaning publications.