Short of greeting voters face-to-face, videos, especially online videos, may be the best way to enhance the image of a candidate or demonstrate the importance of a cause.

Video is also becoming one of the most cost-effective marketing tools. While it remains expensive to buy TV time, the cost of linking an online video to a campaign website is almost zero. And increasingly such videos show up in online searches. YouTube is now the second-largest search engine after Google (which owns YouTube) and is a gateway to a vast pool of potential voters searching for information.

Randy Shandobil knows video and he knows politics. He is a graduate of USC’s Film School and he was a broadcast journalist specializing in politics for decades.

Shandobil Communications is a young company, but its campaign videos are already generating buzz and helping win campaigns.