CAMPAIGN RESOURCES
Content Best Practices
How to structure and publish content that enables independent support without coordination.
CRITICAL REQUIREMENT
WinRed Directory Listing
Your campaign must be publicly listed in the WinRed directory for independent groups to support your campaign through bundled donations.
Setup Steps:
- 1Navigate to WinRed Settings → Directory tab
- 2Add an Avatar (campaign photo)
- 3Enter your Committee Details
- 4Toggle "Yes" to be seen on directory
- 5Click Save
LEGAL CONTEXT
Understanding Independent Expenditures
Independent groups cannot coordinate with your campaign. They cannot ask for content, and you cannot provide it directly. However, content you make publicly available can be used by anyone—including independent groups working to support your election.
The Power of Public Content
High-quality public content with clear usage permissions enables independent groups to amplify your message through their own networks—without any coordination.
Free Amplification
Independent groups spend their own money to promote your campaign using your content.
Expanded Reach
Access audiences and platforms beyond your campaign's direct capabilities.
100% Legal
No coordination required—just smart public content strategy.
How to Structure Your Public Content
Create a Dedicated Media/Press Page
Create a clearly labeled page on your website for media resources. This makes it easy for journalists, supporters, and independent groups to find your materials.
Recommended URLs:
yoursite.com/mediayoursite.com/pressyoursite.com/resourcesPro tip: Include this page in your main navigation and sitemap for maximum discoverability.
Essential Content Types
Use this interactive checklist to track your media kit progress:
Photography
Video Content
Written Content
Technical Assets
Clear Usage Permissions
Without clear permissions, groups may not use your content due to copyright concerns.
RECOMMENDED STATEMENT
"All materials on this page are available for use by media outlets, supporters, and independent organizations. No prior permission is required. We ask that materials be used in a manner consistent with supporting [Candidate Name]'s election."
Do This
Include explicit permission language on your media page
Don't Do This
Require attribution or approval—could be seen as coordination
Technical Implementation
File Formats
- Photos: JPEG/PNG, min 1920x1080
- Videos: MP4, 1080p or higher
- Logos: SVG + PNG versions
- Docs: PDF + DOCX
Organization
- Descriptive filenames
- Organize by category
- Include metadata
- Date and location info
Accessibility
- Direct download links
- Use a CDN for speed
- Show file sizes
- Offer ZIP bundles
Platform-Specific Strategies
YouTube Best Practices
- 1Create a "Media B-Roll" playlist
- 2Enable embedding on all videos
- 3Use clear, searchable titles
- 4Include campaign name in all descriptions
- 5Set appropriate Creative Commons licenses
Common Mistakes to Avoid
Requiring Contact or Registration
Never require users to provide contact information to access media. This could imply coordination if an independent group had to identify themselves.
Directing Content to Specific Groups
Don't create content "for Super PACs" or mention specific groups. Make content available to everyone equally.
Using Unclear Licensing
Avoid vague statements like "contact us for permissions." Either make content freely available or don't publish it.
Poor Technical Implementation
Low-resolution images, broken links, or frequently moved content makes it hard for anyone to use your materials.
Start Building Your Media Library Today
Don't wait until the heat of the campaign. Well-organized public content helps journalists, supporters, volunteers, and independent groups amplify your message.