“Oh, what a tangled web we weave when first we practice to deceive.” – Sir Walter Scott

Indeed, the author of Marmion and Ivanhoe may be onto something beyond love and war. It would seem his quote is just as appropriate when used in politics, especially online.

I presented to the Palmer Chamber of Commerce a few weeks ago, discussing what my PR firm offers in the field of political communications. It was enlightening to observe the smiles, frowns and eye-rolls from the chamber members as I laid out the process through which a candidate or initiative is branded. Clearly, some adore campaign chatter, and others abhor it, while a swath of Alaskans just ignore it and have indifference for the political season.

Campaigns are percolating into the boiling mode now, while many people finish spring cleaning, dust off lawn mowers and weed eaters, and start pulling fishing gear from the shelves. The weather is gorgeous in the Valley, and that bodes well for barbecue fans and the lake-dwellers salivating over water play, all of whom candidates seek attention from.

Did I mention school is almost over? But you probably knew that one already.

For those of us in the political world, this is as critical a time as ever to fine-tune messaging and weave the most salient points to attract attention for clients. Our prize is the precious vote from each and every one of you.

T.V. ads and videos are not inexpensive to produce, and placement on air is no less costly. Radio ads are a bit easier to craft, yet buys on air remain a significant cost factor in the campaign budget.

Digital advertising is available, and far less expensive (the Frontiersman, by example, has a popular online website and digital messaging opportunities). The printed postal message is a dying method, but some still hold dear to the concept of receiving a political missive in the mailbox.

After T.V., radio, digital and print, and the occasional yard sign, what’s left is the free and high-traffic venue of online messaging. Think about blog sites, the comment section at the end of an article in a news source, social media portals like Facebook and Twitter, and video feeds like YouTube and Vimeo. All in all, and at negligible to zero cost, a candidate who posts messages and spreads his or her platform by comments online can capture attention and build visibility.

But what about reputation? Is it fair to say the most people online who read and post comments have good intentions. Do the comments you read on political blog posts and at the end of news columns on the Internet indicate public sentiment? Of course not!

Recently, my firm designed a thoughtful video message for a political client, and the response was instructive. The legitimate news sites that require an actual person (through Facebook) to post, absent avatars and fake profiles, seem to draw little ire and vitriol. People either lack the courage to publicly give their opinion, or they just don’t have the time or inclination to respond.

The Frontiersman is a prime and positive example of a news source that won’t let people post a comment if they don’t identify themselves. There is integrity in this rule.

However, there are other sites that do no sift through real vs. fake profiles, nor prohibit such mischief. What that translates to is a blog sites where hurtful, negative aspersions can be scattered along comment walls and article input line, and the public, if they even read the sources, has no idea who the person commenting is in real life.

I don’t give much credence to Internet trolls and campaign supporters and staff who don’t have the backbone to reveal who they are when posting Internet comments. In a way, perhaps attention, good or bad, is a form of flattery. In advertising circles, often times any attention is helpful because it resonates in the mind of the consumer or voter.

As the August 19 primary election nears, whether you adore, abhor or ignore all the political messaging, just remember not to base your decisions and votes on fake names and unsubstantiated allegations. Diatribes may be part of elections, but sources and accusers matter, and the purity of the process depends on honesty in journalism and transparency in opinion makers.

For those who want to file as a candidate, the deadline to file paperwork to become a candidate for a statewide or legislative office is 5 p.m. on June 2.

New voters and people changing their registration status have until July 20 – 30 days before the primary – to do so. But don’t wait until the deadline, which falls on a Sunday, when state elections offices may be closed.