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Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management, 4th Edition (Praeger Studies in Political Communication)
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A lively, comprehensive exploration of modern political campaign management in the Internet age, based on real-world practices and results of the 2006 and 2008 campaigns.
• A complete chronology details the evolution of modern campaign management
• Illustrations throughout the text help bring topics to life
• Clear concept maps clarify various targeting techniques
• A bibliography of sources further the reader's study of political campaigning
- Sales Rank: #854530 in Books
- Published on: 2010-06-16
- Released on: 2010-06-16
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .60" w x 6.13" l, .95 pounds
- Binding: Paperback
- 250 pages
About the Author
Michael John Burton is associate professor of political science at Ohio University, Athens, OH.
Daniel M. Shea is professor of political science and director of the Center for Political Participation at Allegheny College, Meadville, PA.
Most helpful customer reviews
19 of 20 people found the following review helpful.
Solid Overview of Modern Campaign Practices
By Wayne A. Smith
Shea has written a solid book on campaign management. This is a big book that contains a lot of information on major subject areas. Fundraising, organization, free and paid media, candidates are all covered.
Shea gives many of his subject areas a historical perspective. For novices, they will learn that many of the practices decried by today's reformers were practiced by our founders and their successors (Washington purchased hard cider for voters to aid in his election to the House of Burgesses; Van Buren accelerated the use of hard hitting media)
Those interested in applying the arts of campaign management will find the book well organized and thoroughly descriptive of the various aspects of the modern camapaign. It does tend to focus on larger campaigns, so those running for local office will have to understand that topics like television advertising and massive fundraising are not applicable to their races. Still, the book presents a good and thorough description of today's campaign practices.
I'm teaching a course in elective politics at the University of Pennsylvania's Fels Center of Government. This is one of the required reading books for the course and is also used by some other teachers in the field at colleges and universities around the country.
27 of 28 people found the following review helpful.
Good Overview of the Biz
By Joshua Rosenblum
As someone who has spent their entire professional life in politics, this book did not break any new ground. However, as someone who now teaches democracy in the former Soviet Union, I do like to read these types of books to order my normally scattered thoughts and be able to communicate ideas more effectively.
Shea's update of his orginal 1996 text is a very competent overview of most aspects of modern campaigning and is highly recommended for anyone working in the business or anyone who just wants to know how modern campaigns function. The book is highly modular, you can read various sections independently of each other. Shea pays close attention to research - a topic often given short shrift in many campaigns but deadly necessary in developing strategy. He covers well opposition research, precinct targeting by electoral history and polling (including the differences between different types of polls and why the ballot test is not necessarily the most useful. Something I can't get the Azeris to understand!!!)
Shea and Burton also explain the various aspects of paid and earned media strategy, including the use of "new" media. (I'm not sold on the use of the Net to move message, but it does have excellent fieldwork potential.) Their sections on fundraising and fieldwork are a bit skimpy, but certainly enlightening to people unfamiliar with the campaign operation.
All in all, Campaign Craft is a solid workhorse of a book, dutifully explaining in good detail the various aspects of a modern political operation. It's well recommended to anyone looking for an overview of the biz.
0 of 0 people found the following review helpful.
Good Overview
By Edward J. Barton
This well written and easy to digest book on political campaigns is a must read for anyone entering this realm. One of the better resources on the topic, the authors use recent political experience and campaigns to frame up elements from GOTV outreach to TV adverts. Covering the landscape from speeches to positioning to personal attacks, there's a lot of basic ground covered in a very short book. Worth picking up for certain.
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