IssuesPA - Driving Discussion of the Issues of the 2002 Pennsylvania Governor's Race In today's society of both media and political inertia, our goal was to make IssuesPA an objective, interesting, and original political resource. By carefully engineering media relationships, we positioned IssuesPA as a major source that Pennsylvanians could turn to for political coverage. We used several strategies, such as televised debates, a series of Op-Ed plug-ins placed in newspapers across the state, newsworthy issues polls, interactive e-debates, and a statewide launch tour. We forged rock-solid relationships with key reporters in every nook and cranny of the state. The result -- we successfully translated political policy-wonking into coverable messaging. Employed tactics ranged from a pre-launch editorial listening tour to supplemental advertising, guaranteeing that IssuesPA got the television, radio, newsprint, and Internet attention it needed. In addition to continuous Op-Ed coverage and ongoing editorial mentions, an estimated 24 million media impressions were made statewide. IssuesPA.net received more than 300,000 web hits and was represented on several media website links. The campaign secured hundreds of print and broadcast clips.