Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management / Edition 3

Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management / Edition 3

by Daniel M. Shea, Michael John Burton, Michael John Burton
     
 

ISBN-10: 0275989038

ISBN-13: 9780275989033

Pub. Date: 05/30/2006

Publisher: ABC-CLIO, Incorporated

Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover all aspects of present-day political campaigns, from understanding the context of a particular campaign, to fundraising tips, to strategic thinking and scores of winning voter contact techniques.

With careful attention and hard work, even average

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Overview

Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover all aspects of present-day political campaigns, from understanding the context of a particular campaign, to fundraising tips, to strategic thinking and scores of winning voter contact techniques.

With careful attention and hard work, even average citizens can oversee sophisticated, state-of-the-art political campaigns. Those who try will find no aid more valuable than this book.

Bringing to bear both academic and professional experience, Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover every aspect of present-day political campaigning, from understanding the context of a particular campaign (national trends, the media market, demographic research, etc.) to strategic thinking and specific voter contact techniques that work. These techniques include tactical use of fundraising, paid media, free media—including the Internet—and get-out-the-vote drives. Throughout the text, the authors present up-to-date analysis, peppered with examples from national, state, and local campaigns. Campaign Craft is a comprehensive guide to modern electioneering—a must read for candidates and political activists, scholars, researchers, and all those interested in knowing how to run modern, high-tech campaigns.

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Product Details

ISBN-13:
9780275989033
Publisher:
ABC-CLIO, Incorporated
Publication date:
05/30/2006
Series:
Praeger Series in Political Communication Series
Pages:
256
Product dimensions:
6.30(w) x 9.30(h) x 1.00(d)

Table of Contents

Introduction: Consultant-Centered Campaigns

The Campaign Plan

The Lay of the Land: Understanding the Campaign Context

The Context of the Race

Demographic Research: The Theory of Aggregate Inference

Candidate and Opposition Profiles: Looking at the Record

Strategic Thinking

Prior Electoral Targeting

Polling: The Focus of Strategic Vision

General Strategy

Voter Contact Techniques

Fundraising Strategy and Tactics

Strategic Communications

News Coverage

Returning to the Grassroots

Conclusion: The Future of Political Campaign Organizations

Bibliography

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