When the parties fail to find resolution, they move to campaign or litigation. At this point, the combatants begin to expand the struggle by recruiting supporters to help with their cause through word of mouth and the use of media. Political struggles move quickly to this stage as candidates campaign for votes.

Persuasion becomes a critical tool during any campaign. By this time, goals are highly exclusive, and campaign positions are weakened if either party shows that they are willing to compromise or there is some development of mutual understanding. The win-lose context is the focus, and communication efforts can become frustrated as each party speaks to their own audience, rather than to each other.