The Publishing area on the Poll Edit page allows you to set a poll to either inbound ("Participants will initiate the poll by texting in to a phone number") or outbound ("Send the poll to participants" mode. For a more in-depth explanation of inbound versus outbound polls, see Polls: Overview.
If the poll is set to outbound mode, the Scheduling options will appear, allowing you to send the poll immediately or schedule it for a later date and time. For more information, see Scheduling.
If the poll is configured to use a shared short code, you will also specify a Startword that the participant must text in to begin the poll. For more information, see Startwords for shared short codes.