Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management / Edition 4

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Shea and Burton present an updated and expanded version of Shea's 1996 guide to and analysis of modern American political campaign communication. Bringing to bear both academic and professional experience, the authors cover all aspects of present-day political campaigns from understanding the context of a particular campaign to strategic thinking and specific voter contact techniques.

Throughout the text, the authors' discussion and analysis are peppered with examples from national, state, and local campaigns. This comprehensive guide is must reading for all those interested in the campaign process, including candidates and political activists as well as scholars, researchers, and students involved with American politics and political communication.

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Editorial Reviews

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 (
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Product Details

  • ISBN-13: 9780313383434
  • Publisher: ABC-CLIO, Incorporated
  • Publication date: 6/30/2010
  • Series: Praeger Series in Political Communication Series
  • Edition number: 4
  • Pages: 250
  • Sales rank: 633,852
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.90 (d)

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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