Political parties today are in a situation of permanent campaigning. That is, as the media are becoming more fragmented and competitive and voters increasingly are becoming less tied to one particular party with increased number of party switchers as a consequence, parties have become more professional. On the one hand, the parties have become professional by introducing a systematic use of political opinion polls and focus groups in their planning of the political message and its wrapping. On the other hand parties have become professional by employing an increased number of professionals (e.g. pollster, spin-doctors and campaigners) in order to manage the media and strategic focus of the political message to maximize the number of votes.