It’s coming down to the wire. With the Iowa Caucus less than a week away, the campaign is shifting into high gear. But presidential candidates can’t simply advertise with the intent of broadcasting their names; they need a media strategy. With so many different approaches, it’s time for candidates to home in on reaching their target audiences. These decisions include what message to relay, what groups to target and which advertising outlets to use. One of the most crucial pieces in a successful candidacy is PR strategy. More specifically, how to reach the American people. With so many different media outlets—from newspapers to social media channels to podcasts—the choices are endless. How do candidates find the right marketing balance?

The presidential race evolves tremendously from one run to the next. However, one popular approach has remained constant: setting the tone early. Many politicians will agree that producing a strong start to the race is a crucial part of being elected to any office. The Iowa Caucus offers candidates just that opportunity.

This weekend kicks off a series of events throughout the nation celebrating Martin Luther King, Jr., culminating with a federal holiday Monday marking the civil rights leader’s birthday.

Dr. King, of course, is considered one of the greatest communicators and thought leaders in human history.

President Obama delivers his final State of the Union Address Tuesday night, with the fight against international terrorism expected to take center stage.  A lot is riding on the speech, which will help set the tone for the rest of Obama’s term in the Oval Office as well as the 2016 presidential election.

The president, of course, will address several audiences, including Congress, the American public, the media and U.S. allies. He probably won’t rattle off a litany of legislative efforts, but focus on larger themes facing the nation, according to the New York Times, namely terrorism.  It’s Obama’s final State of the Union Address, and he’s got to make it sharp one if he wants it to burnish his legacy.

The possibilities are nearly endless for creating new forms of public outreach.  No one understands this more than 5W Public Relations CEO Ronn Torossian, who has been a PR expert for over 15 years.  With these resources, it will not be long before the entire public relations paradigm shifts and the interconnected worlds of business, the web, and media outlets are able to fully work as one to provide everyone with exactly what they want.

For example, if you Google “airlines” or “flights” multiple times over a few days, you will begin to notice that the ads popping up on your Google searches and YouTube videos tend to be about travel.  This is the way that these sites work with advertisers to try and find those people most likely to use their services.  If you are regularly traveling, an ad telling you about 10% off hotel rooms may be something you genuinely want or need.  It’s called “microtargeting,” and it has proven to be fairly effective.