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I think that as the professional practice of politics and public communications continues
to evolve, that it’s sort of a generational change, that you know, today-- I’m kind
of an old guy in this business. But today it’s still the case that for the most part,
the people who are in control of the budgets and the message come from a slightly different
perspective. They’re more grounded in traditional media, television and direct mail type of
political communications and organizing. And while they recognize that there’s power
and potential in digital media, they don’t fully understand it because they don’t frankly
use it themselves so much. So over time I think you’ll begin to see more and more
of the people in the leadership positions, from the candidates on down to the, you know,
staff, come at their communications strategies and their organizing strategies from a deeper
embodiment of the medium and understanding its full potential and impact. And there’ll
be a deeper embracing of digital overall. You’ll see that from the perspective of
the allocation of budgets and the ways that campaigns organize themselves. We’re starting
to see that happen, but I think there’s still a ways to go before the political and
public affairs profession truly embraces digital as part of its overall perspective.