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Inside Campaigns

Inside Campaigns
Elections Through the Eyes of Political Professionals

Second Edition

July 2018 | 248 pages | CQ Press
Chapter 1: Losing and Winning: The Craft and Science of Political Campaigns
A Tale of Two Managers  
Learning and Experimenting  
Why Campaign Managers Do It  
What Campaigns Do  
The Roles and Goals of a Campaign Manager  
Chapter 2: Political Math
The Fundamentals  
The Role of Fundamentals: From Demographics to Party ID  
Share and Performance  
Blue Wall Math  
Chapter 3: Political Historian and Data Scientist: Charting a Path Through Information and Analysis
The Secret Ballot Problem  
Focus Groups, Polls, and Other Forms of Information Gathering  
Who Do We Need?  
How Do We Reach Them?  
What Do We Tell Them?  
How Are We Doing?  
What Are Our Opponents and Allies Doing?  
Chapter 4: Entrepreneur and Chief Financial Officer: Launching and Sustaining the Campaign
Spending and Margins  
The Money Advantage  
How Money Matters (Decisions)  
"The Nightmare of All Campaigns" (Fundraising)  
Chapter 5: Team Builder: Embracing the Personal Side of Politics
Team Building in Trump's Organization  
Jen Pihlaja  
Team Builder: "A Big Cheerleader"  
Chapter 6: Ideologist and Policy Wonk: Standing for Something
"An Altitude of 30,000 Feet"  
Clinton as Policy Wonk  
Campaign Manager as Policy Wonk  
The Frustrated Policy Wonk  
Chapter 7: Marketing Maven: Reaching the Campaign's Target Voter Audiences
"What Are They Doing?" Competitive Media Tracking in the 2016 Presidential Race  
What Are Gross Rating Points? Learning the Basic Math of Media  
"How Many GRP's Do We Have?"  
"How Many Gross Rating Points Do I Need?"  
The Business of Political TV Advertising  
Today's Media Mix: More than TV  
Chapter 8: Producer and Stage Manager: Creating and Presenting the Campaign's Messages
Producing a 4 a.m. Media Event  
The Making of the "Guru Spot"  
What Do We Tell Voters?  
How the Message Matters  
Why Campaigns "Go Negative"  
"A Hugging Contest?" Why Negative Ads Effect Election Margins  
Going Negative in a Primary  
Responding to Negative Attacks  
Chapter 9: Spinmeister: Navigating the News Landscape
Spinmeister Turned Reporter: A Case Study  
Cautious Clinton versus Risk-Taking Trump  
A Failure of Crisis Management: "Let Herman be Herman"  
Inoculation: Preparing for Bad News  
How Do We Reach Them? What Do We Tell Them?  
"Your Best Friend or Your Worst Enemy"  
Earned Media  
Digital and Social Media  
The Changing News Landscape  
Making News with Both New Media and Old Media  
Chapter 10: Field General: Waging War on the Ground
How Do We Reach Them?  
The Two-Step Process: Deciding to Vote and Voting For or Against a Candidate  
"Old-Fashioned Grunt Work"  
Chapter 11: 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  
Inheriting a Team: Executing a Strategy  
Strategy Enforcer in the Age of Super Political Action Committees  
How Are We Doing?  
Chapter 12: 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  
Managing the Candidate's Family  
Losing and Winning: When the Campaign Ends  
Appendix A. Campaign Manager Survey Questionnaire Library
Appendix B. Interview with Doug Bailey
Appendix C. Manager Profile - Katie Merrill: Managing in the California Big Leagues
Appendix D. Manager Profile - Reed Galen: Just Say No
Appendix E. The Audacity of Smoke: The Rise and Fall of the Unorthodox Herman Cain Campaign
About the Authors

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ISBN: 9781544316741