In Chapter 2, we rely on interviews with 29 communications directors in the U.S. House of Representatives to better understand the strategic considerations that influence their rhetorical outreach. Here we ask when and how do legislators, offices engage in proactive and reactive forms of rhetorical outreach? What shapes these decisions? And how does this vary by the race of the member of Congress? We demonstrate that proactive rhetorical outreach is a key component of most legislator offices’ communications strategies. In an effort to build favorable brands for their member, which is not only important in their efforts to appeal to their constituents but also to accrue influence in Congress, communications directors regularly engage in proactive rhetorical outreach. However, what they focus on in that outreach varies by office based on a host of variables, including legislator identity and constituency demographics. In that vein, we show that Black legislators regularly engage in proactive racial rhetorical representation and that their racial identity, along with the large presence of minority constituents in their district, help explain why. In contrast, though non-Black legislators engage in proactive rhetorical outreach, they tend to be more reactive in their racial rhetorical outreach.