Our guest today is Shannon Chatlos of Strategic Partners & Media, a full-service advertising and consulting agency based in Annapolis, Maryland. Shannon leads the firm’s digital team serving clients that include political campaigns, associations, advocacy clients, and corporations. In this episode we discuss the evolving paid media landscape online, how it’s changing the way campaigns are run, and her advice for selling into the political industry.
Key Takeaways:
1. Women Candidates Face Unique Messaging Challenges
Shannon Chatlos explains that female candidates are often held to different standards, requiring tailored media training and framing strategies.
2. Don’t Avoid the Gender Conversation—Shape It
Rather than hiding from gender dynamics, Chatlos advises candidates to acknowledge and define their narrative proactively.
3. Empathy and Strength Are Not Opposites
She believes that strong women candidates can project leadership and toughness while still showing compassion. Voters respond to multidimensional authenticity.
4. Visual Branding Matters More for Women
Chatlos shares that color, tone, and style carry different implications for female candidates. Everything from logos to lighting can shape perception.
5. Fundraising Messaging Must Be Gender-Aware
She warns that fundraising appeals that work for male candidates may fall flat for women. Messaging must align with the candidate’s voice and voter expectations.
Watch on YouTube:
https://www.youtube.com/channel/UCdzsHPQ_uNfN8r5PILc3NhQ
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