To reach voters in today's fragmented media environment, earned media is essential – traditional advertising is no longer enough. Through a detailed analysis of the 2024 presidential election, Myers examines the connections between fundraising, earned vs. paid media, and candidate messaging strategies, highlighting how these new rules for campaign finance will impact future races. This is a must-read for anyone who wants to understand modern political communication.

Lisa M. Burns, Professor of Media Studies, Quinnipiac University, USA

In this book Dr. Myers identifies four new campaign rules after diving deeply into the presidential campaigns of 2024. In particular, he gives attention to the leveraging of modern earned media, an area that has often been overlooked in previous political communication analysis. The traditional concepts of campaign finance and media use have changed significantly because of the fragmentation of the media landscape, which means that political campaigns must now look for new ways to reach potential voters. This book provides a good look at how the Trump and Harris campaigns navigated that landscape and gives insight into the new communication pathways being utilized by savvy political strategists.

Melissa Smith, Professor and Gibbons Chair of Journalism of the Department of Communication, Mississippi University for Women, USA

This important book puts the Citizens United v FEC and the 2024 presidential election in perspective. Author Cayce Myers describes the recent changes in election financing were more complex than originally thought. In particular, the examining of paid and earned media. He did a masterful job of analyzing the roles of political public relations, a changing media landscape and an evolving model of communication. The book provides a significant foundation for future understanding about media and politics in the future elections.

Kimberly Voss, Professor, University of Central Florida, USA