The Manship School Guide to Political Communication / Edition 1

The Manship School Guide to Political Communication / Edition 1

by David D. Perlmutter
     
 

ISBN-10: 0807124818

ISBN-13: 9780807124819

Pub. Date: 11/28/1999

Publisher: Longleaf Services

From near anonymity in the 1950s, the political consultant has become the tarnished icon of the mass media age. All political campaigns, and even public policies, are driven by the advice of these paid pundits. The Manship School Guide to Political Communication thoroughly examines the significant, yet often misunderstood, role and process of media consulting for…  See more details below

Overview

From near anonymity in the 1950s, the political consultant has become the tarnished icon of the mass media age. All political campaigns, and even public policies, are driven by the advice of these paid pundits. The Manship School Guide to Political Communication thoroughly examines the significant, yet often misunderstood, role and process of media consulting for political campaigns.. "A veritable encyclopedia of nearly every aspect of campaigns, consulting, and the media, The Manship School Guide to Political Communication gives us a permanent, in-depth record of some of the enduring truths and insights about a process that impacts every American citizen.

Product Details

ISBN-13:
9780807124819
Publisher:
Longleaf Services
Publication date:
11/28/1999
Edition description:
New Edition
Pages:
400
Product dimensions:
6.09(w) x 9.15(h) x 1.03(d)

Table of Contents

Foreword
Acknowledgments
Introduction1
Understanding the Industry
A Prehistory of Media Consulting for Political Campaigns11
Present at the Creation (of Modern Political Consulting)19
A Brief History of Political Advertising on Television27
Political Consultants as News33
Political Consultants in American Film39
Corporations as Candidates47
International Political Consulting52
Getting Started in Political Consulting58
Laws and Regulations
Political Advertising and the First Amendment67
Politicians and Television Time77
PACs and Campaign Finance84
Techniques and Types
Modern Campaign Polling95
Opposition Research107
Focus Groups in Political Campaigns114
Political Media Buying122
GOTV: Get Out the Vote131
Telephone and Direct Mail137
Stealth Campaigning147
Outdoor Advertising152
Print Ads156
Radio Ads164
Voice-Overs171
Preparing Candidates for Television176
Television Ads186
Nonbroadcast Video196
Earned Media201
Speechwriting209
Issue Advocacy217
Pro Bono Work226
New Technologies
Online Campaigning233
The Internet and Campaign241
Evaluating Political Web Sites249
Software for Political Campaigns253
Constituencies
The African American Vote261
Race Issues and Political Campaigns in the South268
The Hispanic Vote273
The Religious Conservative Voter281
Informing Insiders: The Political Newsletter288
Philosophies
Consultants and Clients295
The Good that Political Consultants Do304
Candidates as Fund-Raisers311
Resources
The Political Communication Center319
Resources for Political Consulting322
The American Political Consultant: A Profile327
Contributors333
Index341

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >