Or re-elected as the case may be, and you find yourself on the wrong side of an issue, say gun control. What do you do? Of course if you represent a carefully Gerrymandered district, you can come out strongly in favor of more gun laws and the papers will quote you approvingly. If you don't, you simply say nothing. That way the issue never gets any coverage. It's not like the media will ask you any questions on the topic.
What if your campaign is fighting an uphill battle, and an anti-gun celebrity offers to speak out on your behalf?
You stiff-arm them, as quietly and as diplomatically as possible. Keeping it quiet insures that your base doesn't think you're backsliding on the issue and your complete silence on the issue may convince some of the middle that you might not be a hard-core grabber. Remember the Obama rule: The less they know about you, the better your chances.