Sharing Your Bearings Presentation on Zoom
Political Strategy, Advertising and the
Upcoming Presidential Election
presented by Sandra Shafto
With Election Day a month away and Colorado ballots being mailed to voters in just a few days, we are being inundated with political advertising. From TV and radio ads to telephone calls and social media messages, we are being urged to vote for or against a particular candidate even though most of us have already decided how we will vote. What is behind all this activity? Does it really impact our decisions? Where do campaign messages come from and how do campaigners frame a presidential candidate in the age of “Fake News” and conspiracy theories? It is a particularly relevant time for us to hear from a career political consultant, Sandra Shafto, who can provide some answers to these questions.
The first political campaign Sandra Shafto became involved in was John F. Kennedy’s 1960 presidential campaign when she was only 10 years old. While spending the summer with her Grandparents, Sandra joined her Labor Union grandfather on the campaign trail for the future president. She spent the next 50 years working in various campaign positions from Field Organizer to Campaign Manager. Sandra spent four years as the Southern Political Director for the Democratic Congressional Campaign Committee (D.C.C.C.) where she helped elect two Colorado Democrats to the 100th United States Congress. After leaving the D.C.C.C, she founded the Shafto Group, a national political media firm established to develop strategies and place media advertising for campaigns across the United States. When her good friend of 20 years, Bill White, decided to run for Mayor of Houston, Texas, Sandra joined his campaign as Deputy Campaign Manager and Director of Communication. During White’s tenure as Mayor, Sandra designed strategy and media for city propositions, bond elections, and special projects. When Mr. White ran for Governor of Texas in 2010, Sandra again was a leader on his team. After White’s defeat, Sandra decided to retire. Since retiring she has continued to volunteer her expertise to candidates who agree with her values. Her lifelong political campaign experiences have given Sandra not only a detailed pragmatic understanding of the ins and outs of political advertising, but also an overarching wisdom about our political system and its evolution into the climate we find ourselves in today.
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