The campaigns for the presidency were based on slavery issue and his support for programs of his former party. These programs focused on internal improvements and protective tariff. Lincoln did not succeed in his first campaign. In his second attempt, he gave no speeches but relied on just monitoring the campaign closely. Further, the workers focused on party platform and then on the life story of Lincoln. The target was to demonstrate the power of free labor and the potential, and it had not only for the labor who could reach the top, but also on the benefits to the society. Thus, the negative aspects of free labor and inability or stubborn nature of Lincoln that was being highlighted by opposition was countered.
Considering his relations with press, it can be said that the presence of many paper bureaus was the biggest challenge to combat. However, Lincoln ensured that he maintained relations with certain selected newspapers. The three aspects that Lincoln targeted was infiltration, co-opting and buying off. In infiltration, he wrote anonymous articles for Whig papers for the promotion of his friends and belittles the rivals (Randall 1953). In his buying off strategy, he helped editor of Philadelphia Press newspaper in establishing the Sunday Morning Chronicle in Washington. Thus he got support from the newspaper. In his strategy related to co-opt, he started his own newspaper by backing the newspaper ‘The Old Soldier’. He also supported the German newspaper `The Illinois Staats-Anzeiger’. Developing relationship with press was part of his campaign for the presidential elections.