For long-shot presidential contenders, the art of the campaign announcement has started to have a familiar ring: drip, drip, drip.
The latest example came on Monday, when Senator Lindsey Graham teed up an “important announcement” to be made on CBS. After expounding on foreign policy, Mr. Graham unveiled plans to — wait for it — make another announcement.
The Republican from South Carolina will say officially he’s running on June 1.
The strategy echoes the one used by former Gov. Rick Perry of Texas, whose wife last week invited supporters to an announcement event in Dallas where the Perry family members could discuss the role they could play in America’s future.
Last month, former Gov. Mike Huckabee of Arkansas followed a similar playbook, announcing his announcement plans for May 5.
Strategists say that with the appetite for political news growing more voracious earlier in the election cycle, candidates who are likely to struggle with fund-raising get more exposure and rewards by keeping their names in the lights as long as possible.
“It’s the soft opening before the official opening,” said Ford O’Connell, a Republican strategist who served on Senator John McCain’s presidential campaign in 2008. “It helps drive home more name identification for these folks.”
Mr. O’Connell noted that the growing prominence of “super PACs” has been another reason for campaigns to drag out there rollouts, as it allows more time for candidates to court donors for outside groups.