Inside Campaigns

1. Auflage 2016
ISBN: 978-1-5063-3296-3
Verlag: CQ Press

Buch, Englisch, 320 Seiten, Format (B × H): 152 mm x 234 mm, Gewicht: 439 g

Named a top ten Editors’ Pick in the September 2016 edition of Choice Reviews

Inside Campaigns: Elections Through the Eyes of Political Professionals offers readers a detailed, thoroughly researched examination of U.S. political campaigns. Through the eyes of more than 100 campaign managers and political professionals, it takes a behind-the-scenes look at the ways campaigns are managed, the strategies that are employed, the roles played by both staff and the candidates, and all the ways campaigns affect election outcomes. The expert author team provides guidance drawn from actual campaign case studies and contributes their own data-backed assessment of the current state of modern political campaign management. They offer a trove of observations and war stories. Interviewees include high-profile professionals such as David Axelrod, Ken Mehlman, James Carville, and Kevin Sheekey, as well as lesser-known political journeymen and women who manage America’s state and local campaigns. Democrats and Republicans are evenly represented, giving students a balanced, unique and valuable insight into how campaigns operate.

Autoren/Hrsg.

Feltus, William J.

Feltus, William J., IV

Goldstein, Kenneth M.

Dallek, Matthew J. (Jeremy)

Fachgebiete

• Sozialwissenschaften Politikwissenschaft Politische Kultur Politische Propaganda & Kampagnen, Politik & Medien

Inhaltsverzeichnis

Chapter 1: Unafraid to Fail - The Craft and Science of Poltical Campaigns
A Tale of Two Managers
The Personal Side of Politics
Why Campaign Managers Do It
What Campaigns Do
Do Campaigns Matter?
Teaching Topics
Chapter 2: Political Math - Why Campaigns Matter
Debating Campaign "Effects"
What Does "Matter" Mean?
The Role of Fundamentals: From Demographics to Party ID
Partisan Composition of the Electorate
Share and Performance
The Case of Nevada
Ask Gore if the Margin Matters
Chapter 3: Political Historian and Data Scientist - Charting a Path to Victory through Information and Analysis
Tough Numbers in the Big Easy
Defining a Winning Coalition: Who Are Our Targets?
How Do We Reach Them?
What Do We Tell Them?
How Are We Doing?
What Are Our Opponents and Allies Doing?
The Secret Ballot Problem
Presidential and Congressional Campaigns: The Art and Science of Data Analysis
Targeting and Micro-Targeting: "Bells-and-Whistles" vs. "Old-Fashioned Grunt Work"
Focus Groups, Polls, and Other Forms of Information-Gathering
Determining Voter Blocs
GOTV
Summary
Chapter 4: Enterpreneur and Chief Financial Officer - Launching the Campaign
Spending and Margins
The Money Advantage
How Money Matters (Decisions)
"The Nightmare of All Campaigns" (Fundraising)
Hiring the Right Team (Staff)
Conclusion
Chapter 5: Marketing Wizard - How Do We Reach Them?
The Paradox of Politics and Marketing in the Digital Age
Political Brand Management: Knowledge is Power
What are GRPs? Learning the Basic Language of Media
How Many GRPs Does a Campaign Need? Exploding the Conventional Wisdom of "1,000 GRPs-Per-Spot"
In the Internet Age, Television is Still King
The Media Mix: Beyond TV
Manager Profile - Katie Merrill: Managing in the California Big Leagues
Chapter 6: Script Writer and Stage Manager - Crafting the Campaign's Messages
What Do We Tell Voters?
How the Message Matters
Why Campaigns "Go Negative"
"A Hugging Contest?" Why Negative Ads Affect Election Margins
When Going Negative Backfires
Going Negative in a Primary
Responding to Negative Attacks
Conclusion
Chapter 7: Spinmeister and Policy Wonk - Navigating the Media Landscape
Defusing Bad Press
The Shifting Character of the Media Landscape
"Hand to Hand Combat"
The Frustrated Policy Wonk
Cell Phones and Earned Media
"The Blogs Will Pick It Up Immediately" (Speed)
Working the Refs (Credibility)
Earned Media: An Imperfect Tool
Chapter 8: Field General
Who Do We Need?
How Do We Reach Them?
The Two-Step Process: Deciding to Vote; and Voting for or Against a Candidate
"Old-Fashioned Grunt Work"
Losing and Winning on the Ground
Manager Profile - Reed Galen: Just Say No
Chapter 9: Strategy Enforcer and Team Builder - Keeping a Day-to-Day Focus on the Long-Term Path to Victory
James Carville: Losing Before Winning
Clinton-Gore 1992: "The Best Campaign Ever"
Keeping the Campaign Team on Strategy with Signage
Inheriting a Team: The Turnaround Manager
How Are We Doing?
Strategy Enforcer in the Age of Super-PACs ("What are They Doing?")
Team Builder
Managing Consultants
"The Right Kind of Culture"
Chapter 10: Candidate Caretaker and Confidant - Handling Details and Building Trust
Becoming Indispensable
The Buffer and the Concierge
Building Trust: "Jimmy Here's What We Need to Do"
Building the Relationship
Honesty
Managing the Candidate's Family
Losing and Winning: When the Campaign Ends

Über Autor(innen)

Dallek, Matthew J. (Jeremy)
Matthew Dallek (Ph.D., Columbia University) is an assistant professor of political management in the Graduate School of Political Management at George Washington University, where he teaches courses on political leadership, the presidency, and Washington’s political culture. He is the author of The Right Moment: Ronald Reagan’s First Victory and the Decisive Turning Point in American Politics (Oxford University Press, 2004) and the forthcoming Defenseless Under the Night: The Roosevelt Years and the Origins of Homeland Security (Oxford University Press, 2016). His articles and reviews have appeared in many scholarly and popular publications including the Forum, the Journal of Policy History, the Washington Post, the Los Angeles Times, and Politico. In addition, he has been a fellow at the Woodrow Wilson International Center for Scholars and a visiting scholar at Stanford University’s Bill Lane Center for the American West. He served as a speechwriter for House minority leader Richard A. Gephardt as well as William E. Kennard, chairman of the Federal Communications Commission.

Feltus, William J., IV
William J. Feltus is senior vice-president at National Media Research Planning and Placement LLC, an advertising and media agency in Alexandria, Virginia, where he manages political, corporate, and not-for-profit clients. Mr. Feltus is recognized as an innovator in the application of media research data to political and public affairs marketing. Providing polling, communications, and advertising services, he has worked for eight presidential campaigns and for gubernatorial, Senate and Congressional clients in forty-four states. Feltus has been a press secretary in the U.S. Senate, deputy campaign manager of President George H. W. Bush’s unsuccessful 1992 re-election bid, and staff director of the U.S. Senate Republican Conference. He received his B.A. from Yale and his M.B.A. from the Harvard Graduate School of Business Administration. Feltus has been an adjunct instructor at Graduate School of Political Management at George Washington University and the University of San Francisco.

Goldstein, Kenneth M.
Ken Goldstein is a professor of Politics at the University of San Francisco and founding Director of the USF in DC program. Goldstein earned his PhD at the University of Michigan and before joining the University of San Francisco, he was a professor of Political Science at University of Wisconsin-Madison. While at the University of Wisconsin, he won the Kellet Award for his career research accomplishments and the Chancellor’s Award for excellence in teaching.

His publications on political advertising, voter turnout, survey methodology, presidential elections, and news coverage have appeared in top line political science journals and major university presses as well as in refereed law and medical journals.

Goldstein combines his academic training with an ear for real politics and strategy as well as an impressive set of contacts and extensive professional experience in a variety of media, corporate, and political settings. Goldstein is currently a consultant for the ABC News elections unit and a member of their election night decision team. He has worked on network election night coverage in every U.S. federal election since 1988. You can read here about some of what he does on election nights.
Goldstein’s reputation for unbiased and non-partisan analysis has made him a favorite source for politicians and the news media alike. He has appeared numerous times on Newshour, ABC World News Tonight, NBC NightlyNews, CBS Evening News, FOX News Channel, MSNBC, CNBC and CNN, and is a frequent contributor on National Public Radio. He is also quoted extensively in the country’s top newspapers. Goldstein also hosted a weekly interview show, “Office Hours” that was broadcast on the Big Ten Network.