Given that the current trend in political communications is becoming increasingly negative, what change is recommended by Lara M. Brown, executive director of the Graduate School of Political Management at George Washington University?

What will be an ideal response?

Brown states that although candidates challenging the incumbent party’s hold on the White House have long campaigned by touting their “outsider” credentials and promising to change what’s “wrong with Washington,” the volume and ferocity of the appeals during the 2016 electoral cycle reached a new low. To move forward, she recommends that political communicators place a sustained focus on crafting positive messages and brand associations. Whatever their basis for inspiration, they would benefit from thinking about how to use their skills to create rather than destroy.