Duncan Campaign Gets Creative in Trying to Reach Voters

Montgomery County Executive Douglas M. Duncan is searching for inexpensive and creative ways to appeal to voters and generate media attention for his self-described underdog bid to win the Democratic nomination for governor.

For a moment last week, it looked as if his campaign, which has not aired television ads, had entered its next phase when it sent an e-mail to reporters with the header: "NEWS: Watch Duncan's New Ad."

But the ad was playing only on Duncan's Web site. And the next day, the campaign was forced to admit it wasn't new, having appeared on the Web site last fall.

Duncan, behind in the polls and still unknown in large portions of the state, has been trying for months to increase his visibility in his primary campaign against Baltimore Mayor Martin O'Malley.

With money tight, Duncan has been forced to rely heavily on generating media coverage, sending his image-makers and press secretaries into overdrive.

"We have found what we think are really great opportunities to go out and get earned media," said Scott Arceneaux, Duncan's campaign manager. "It's not a phase. It's a strategy to introduce Doug until the paid media gets going."

For instance, in the days leading up to the public release of his proposed 2007 operating budget last month, Duncan's media operation scheduled a series of highly choreographed events to highlight proposed new spending on public safety, education and transportation -- a public relations effort to stretch what normally would be a one-day story over an entire week.

Also, in the past three months, Duncan has made 25 appearances on Baltimore radio talk shows. Many of the programs have conservative-leaning hosts who give Duncan a friendly platform to criticize O'Malley.

Duncan's campaign and county staffs have been sending out a steady stream of press statements, and the county executive has been a constant presence in Annapolis, where political reporters congregate during the legislative session.

Duncan spoke March 27 at a rally in Annapolis to support legislation allowing certain pharmacists to dispense emergency contraception. The next day, he testified in support of legislation to reduce reliance on fossil fuels.

At times, Duncan has tried to stay a step ahead of other politicians. He issued a statement March 25 calling on Comcast Corp. to air more Washington Nationals games -- knowing that 24 hours later, Rep. Thomas M. Davis III (R-Va.) and other area lawmakers were planning to make the same demand at a news conference at RFK Stadium.

O'Malley, like all politicians, also seeks news coverage. But campaign strategists say Duncan appears particularly reliant on so-called earned media because he lags behind O'Malley in fundraising, according to the most recent campaign finance reports.