Winning Elections: Political Campaign Management, Strategy, and Tactics / Edition 1

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Overview

This is an advanced guide to running political campaigns. It provides invaluable, practical advice from the leading pros in the industry.

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Product Details

  • ISBN-13: 9781590770269
  • Publisher: The Rowman & Littlefield Publishing Group Inc
  • Publication date: 11/15/2003
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 690
  • Sales rank: 487,437
  • Product dimensions: 7.00 (w) x 10.00 (h) x 1.44 (d)

Table of Contents

Introduction 20
Ch. 1 Napolitan's Rules: 112 Lessons Learned From a Career in Politics 26
Ch. 2 50 Mistakes to Avoid in Your Next Campaign 59
Ch. 3 Writing Your Campaign Plan 66
Ch. 4 Hard Knocks: Lessons from Losing 79
Ch. 5 Announcing Your Candidacy: A Successful Kickoff 84
Ch. 6 How to Beat an Incumbent 88
Ch. 7 Winning Tough Re-Elections With Early Media 95
Ch. 8 War Without Blood: Military Roots of Political Strategy 97
Ch. 9 What's in a Name? What to Do When the Candidate Has a Difficult Name 101
Ch. 10 Campaign Self-Examinations: Taking Your Own Political Pulse 106
Ch. 11 Last-Minute Attacks: On Offense and Defense 115
Ch. 12 Early Voting: Impact on Campaign Strategies, Timing and Budgets 122
Ch. 13 Reaching - and Winning - Young Voters 127
Ch. 14 The Recount Operation 137
Ch. 15 Database Management: One Size Does Not Fit All Campaigns 141
Ch. 16 Database Management and the Permanent Campaign 144
Ch. 17 Electronic Field Operations: A Case Study 148
Ch. 18 Strategic Polling: Message and Theme Development 154
Ch. 19 The Benchmark Poll: Your Campaign's Roadmap 163
Ch. 20 De-bunking Polling Myths 166
Ch. 21 Advanced Polling Techniques: Road to the Right Message 170
Ch. 22 Polling Economy: The Piggyback Approach 173
Ch. 23 Observing Focus Groups 176
Ch. 24 Conducting Tracking Polls 178
Ch. 25 Internet Surveys: Applying New Technologies to Polling Voters 181
Ch. 26 Push Polls: What Are They? 184
Ch. 27 Using Focus Groups: A Caution 190
Ch. 28 Polling Pitfalls: How Survey Research Is Abused 195
Ch. 29 Opposition Research: The Power of Information 199
Ch. 30 Finding Your Opponent's Weaknesses 204
Ch. 31 Using the Internet for Opposition Research 210
Ch. 32 Setting the Record Straight 215
Ch. 33 Balancing Discretion and Glasnost 218
Ch. 34 Doing Opposition Research ... on Yourself 221
Ch. 35 Targeting: Getting the Most Out of What You Have 224
Ch. 36 New Campaign Targeting Techniques 229
Ch. 37 Targeting Direct Mail 237
Ch. 38 How to Predict Voter Turnout 239
Ch. 39 Voter Targeting and Relational Database Management 243
Ch. 40 How to Ask for Money 248
Ch. 41 Inside Political Fundraising: Trade Secrets 258
Ch. 42 Gearing Up Your Finance Committee 263
Ch. 43 Always Say "Thank You" 270
Ch. 44 Sponsoring Fundraising Events: A Checklist 273
Ch. 45 Fundraising Events: Dollars in the Details 276
Ch. 46 Getting the Most Out of Your Professional Fundraiser 279
Ch. 47 Eight Cardinal Rules of Effective Fundraising Letters 282
Ch. 48 The Oliver North Story: How a Senate Candidate Raised $20 Million Through Direct Mail 287
Ch. 49 Direct Mail Fundraising: The Road Home 293
Ch. 50 Secret of PAC Fundraising: Discipline 296
Ch. 51 The PAC Approach: How to Get Money from Political Action Committees 300
Ch. 52 Post-Election Cleanup: Paying Your Campaign Debts 304
Ch. 53 Advice for First-Time Campaign Managers 310
Ch. 54 A Campaign Manager's Guide to Success: 10 Winning Tips 313
Ch. 55 Keeping Campaign Managers ... From Behaving Badly 316
Ch. 56 Candidate Scheduling: 17 Rules of the Road 318
Ch. 57 Computer Conferences: Managing the Campaign Process 324
Ch. 58 Allocating Campaign Resources: Linear Programming 327
Ch. 59 Petition Circulating: Your Legal Rights 334
Ch. 60 Direct Mail: The Tactical Edge 340
Ch. 61 Precision Bombing: Direct Mail Attacks 344
Ch. 62 TV vs. Direct Mail: A Campaign Cost Comparison 352
Ch. 63 Doing Mail in Small Campaigns: Practical Tips 356
Ch. 64 Humanizing Mailers With Photos 359
Ch. 65 TV Ad Production: A Political Campaign Primer 363
Ch. 66 How to Write Scripts for Political TV Ads 373
Ch. 67 Attack Ads: Are There Any Rules? 376
Ch. 68 Attack Ads: Protecting Against Viewer Backlash 379
Ch. 69 Radio Spots That Pop 382
Ch. 70 Avid: The TV Spot Dream Machine 384
Ch. 71 Good Cinematography Means Better Campaign Ads 388
Ch. 72 Documentary Evidence: Mass Product videos and DVDs 392
Ch. 73 Effective Ad Production: A TV Spot Checklist 397
Ch. 74 Campaign Ads: Can They Be on the Level? 399
Ch. 75 Trends in Political Media Buying 405
Ch. 76 Cable TV Spots: Reaching Swing Voters 408
Ch. 77 Cable Spot Buying Strategies 412
Ch. 78 Campaign Promotional Materials: Stickers, Signs and Other Items 416
Ch. 79 Your Campaign Logo 420
Ch. 80 Campaign Signs: Get on the Stick 422
Ch. 81 Newspaper Ads: An Underrated Campaign Tool 427
Ch. 82 Five Tips for Better Political Newsletters 430
Ch. 83 Making Better Speeches 434
Ch. 84 Words of Advice: 20 Ways to Improve Your Speeches 437
Ch. 85 On the Stump: Fundamentals of a Campaign Speech 440
Ch. 86 How to Work a Room 442
Ch. 87 Door to Door Campaigning 448
Ch. 88 Writing Great Speeches: Seven Tips 457
Ch. 89 Picking a Media Trainer 462
Ch. 90 Ten Common Mistakes Novice Candidates Make 464
Ch. 91 Mass Media Politics: Historic Perspective 470
Ch. 92 Effective Press Releases 475
Ch. 93 Doing Media Interviews 478
Ch. 94 Newspaper Endorsements: How to Get Them 480
Ch. 95 Crisis Management in Campaigns 482
Ch. 96 Do It Yourself: Sound Bites 487
Ch. 97 Handling Press Interviews: 20 Do's and Don'ts 489
Ch. 98 Damage Control: Preparing for the Unexpected on the Campaign Trail 491
Ch. 99 How to Get on the Radio: Big Earned Media Campaign Opportunity 501
Ch. 100 Winning the Earned Media Game: A New Campaign Model 506
Ch. 101 Citizen Leader Programs: How to Build a Grassroots Support Network 512
Ch. 102 Grassroots Politics: How the NRA Utilizes Volunteers 516
Ch. 103 Smart Voter Contact 522
Ch. 104 Volunteer Recruitment 527
Ch. 105 Is Your Campaign Volunteer-Friendly? 533
Ch. 106 Precinct Organization: From the Ground Up 538
Ch. 107 How Technology is Making Telephone Campaigning More Effective 543
The New Telephone Contact Center
The 4 T's of Telephone Contact
Magic Combination in the Age of Access
Ch. 108 Hiring the Right Telephone Consultants and Vendors 556
Ch. 109 Automated Calls: A Case Study 563
Ch. 110 Building Relationships With Voters 567
Ch. 111 Phone Contact Programs and Good Data 570
Ch. 112 Designing Lively Web Sites 576
Ch. 113 Banner Ads: Go Where the Ducks Are 581
Ch. 114 Banner Ads: Voter Outreach Tools 584
Ch. 115 Six Best Practices for Campaign Web Sites 588
Ch. 116 Permission Marketing: New Campaign Tool 590
Ch. 117 Computer Telephony: New Campaign Solution 594
Ch. 118 Announcement Sites 596
Ch. 119 E-Mail: A Political Caution 601
Ch. 120 Secrets of Online Fundraising 604
Ch. 121 State of the Art: Internet Roundtable 610
Ch. 122 Final Countdown: Getting Out Your Vote 619
Ch. 123 Final Countdown: Five-Day GOTV Hour by Hour 625
Ch. 124 Final Countdown: The 200 for 20 Plan 629
Ch. 125 Final Countdown: Crisis Control 631
Ch. 126 Final Countdown: A Checklist 636
Ch. 127 A Step-by-Step GOTV Plan 638
Ch. 128 Increasing Turnout with Signs and Volunteers 644
Ch. 129 Ask the Campaign Doctor: Practical Advice on a Range of Topics 650
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