Throughout U.S. history, political campaigns have used slogans to distill complex campaign goals into short and easily digestible messages. With the right slogan, candidates can connect with potential voters while reinforcing key messages they endorse.

Slogans historically either focus on a positive attribute of the candidate or give a glimpse of the candidate’s goals for the presidency. They are woven throughout the campaign in speeches, signs, advertisements and other writing, reinforcing the message through repetition. For example, “Tippecanoe and Tyler Too” referred to the candidate William Henry Harrison’s nickname and his choice for vice president, John Tyler.

However, PR pros should remember that a slogan can only take a candidate—or a client—so far.

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