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

Hardcover (Print)

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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Editorial Reviews

From the Publisher

"Aptly named, because campaigning is a craft as well as a science and an art, this updated undergraduate text describes the history and logic of campaigns up to the highly technological and consultant-centered present. Shea and Burton maintain that this new style of campaigning now affects local elections as well as those at the national level, describing the typical campaign plan, the methods for understanding contexts of the race through demographic research and profiles of candidates and opponents. They examine the strategic thinking behind electoral targeting and polling, and cover voter contact techniques such as fundraising, strategic communications, news coverage, and returning to the grass roots. They close with commentary on the future of political campaign organization."

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Reference & Research Book News

Booknews
Campaign management is a new profession; training for it is only rarely, if ever, offered in academia. What has previously been learned in the "school of hard knocks" is here approached in a more systematic way, with a merging of theoretical material such as the history and rationale behind various activities, and practical information<-->the "how-to's" and the pitfalls. The author teaches political science at the U. of Akron in Ohio, but he earned his campaigner credentials working as regional coordinator for the New York State Democractic Assembly Campaign Committee. Annotation c. by Book News, Inc., Portland, Or.
Booknews
Shea (political science, Allegheny College), who is joined now by former White House staffer Burton (now political science, Ohio U.), has updated his earlier edition to reflect the important new role of the Internet in politics including a concluding chapter by Burton on the future of campaign organization in light of these new data management and voter contact technologies. The text, designed for an undergraduate course, is focused on state and local elections with chapters on the context of electoral races, demographic analysis, opposition research, strategic thinking, electoral targeting, survey research, campaign fund-raising and news coverage. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

Table of Contents

1 Introduction : consultant-centered campaigns 1
2 The campaign plan 19
3 The context of the race 31
4 Demographic research : the theory of aggregate inference 47
5 Candidate and opposition profiles : looking at the record 59
6 Prior electoral targeting 81
7 Polling : the focus of strategic vision 103
8 General strategy 121
9 Fund-raising strategy and tactics 135
10 Strategic communications 153
11 News coverage 167
12 Returning to the grassroots 181
13 Conclusion : the future of political campaign organization 197
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