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Campaign Craft The Strategies, Tactics, and Art of Political Campaign Management

Third Edition
Daniel M. Shea, Michael John Burton
Book Code: C8903
ISBN: 0-275-98903-8
ISBN-13: 978-0-275-98903-3
256 pages, figures, tables
Praeger Publishers
Publication: 5/30/2006
List Price: $97.95 (UK Sterling Price: £54.95)
Availability: In Stock
Media Type: Hardcover
Also Available: Paperback
Trim Size: 6 1/8 x 9 1/4
Subjects: Reviews:
  • 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.
    —Reference & Research Book News     August 2006
Description: 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.
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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