Our guest today is John Hall, partner at Apex Strategies, a new firm focused on building sustainable fundraising programs. Prior to starting his own firm, he was President of Targeted Victory where he collected over 48 million individual contributions and raised more than $1.5 billion. In our conversation, you’ll learn why it’s so critical for Republicans to narrow the online fundraising gap, what’s changed in the digital campaigning landscape, and some ideas for how to move forward.
Key Takeaways:
1. Earned Media Should Be Treated Like a Paid Channel
John Hall emphasizes the importance of planning, messaging, and relationship-building to generate consistent earned media—not just reacting to reporters.
2. Local News is Still a Powerful Trust Builder
He believes campaigns can earn credibility through local coverage, which often outperforms national press in persuading undecided or swing voters.
3. Timing and Targeting Matter for Pitching Stories
Hall stresses pitching stories early and targeting the right outlets and reporters. Campaigns must understand what journalists want—and when.
4. Your Candidate Needs a Media Narrative
A compelling media narrative—anchored in contrast, authenticity, or biography—helps drive coverage. Candidates should reinforce the same storyline across interviews.
5. Digital Earned Media is Expanding
He notes the rise of newsletter authors, podcasts, and Substack journalists as new players in the earned media ecosystem. Campaigns must expand their definition of “press.”
Watch on YouTube:
https://www.youtube.com/channel/UCdzsHPQ_uNfN8r5PILc3NhQ
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