Since members of Congress must advertise heavily on television, this usually involves negative advertising, which smears an opponent's character without focusing on the issues. Negative advertising is seen as effective because "the messages tend to stick." However, these advertisements sour the public on the political process in general as most members of Congress seek to avoid blame. One wrong decision or one damaging television image can mean defeat at the next election, which leads to a culture of risk avoidance, a need to make policy decisions behind closed doors, and concentrating publicity efforts in the members' home districts.