Inside campaigns elections through the eyes of political professionals
"Inside Campaigns: Elections Through the Eyes of Political Professionals is essential reading not only for students interested in running campaigns and for journalism students who want to cover politics, but for campaign operatives generally and journalists who want to raise the level of their...
| Otros Autores: | , , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks, California :
CQ Press, an imprint of SAGE Publications, Inc
[2019]
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| Edición: | Second edition |
| Colección: | EBSCO Academic eBook Collection.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b46489174*spi |
Tabla de Contenidos:
- 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
- 2. Political math: how campaigns matter
- The fundamentals
- The role of fundamentals: from demographics to party ID
- Share and performance
- Blue wall math
- Political math makes winning margins
- 3. Political historian and data scientist: charting a path to victory through information and analysis
- The secret ballot problem
- Focus groups, polls, and other forms of information gathering
- Who are our target voters?
- How do we reach them?
- What do we tell them?
- How are we doing?
- What are our opponents and allies doing?
- Microtargeting with big data
- 4. Entrepreneur and chief financial officer: launching and sustaining the campaign
- The startup
- The money campaign
- How money drives decisions
- Paying for the messaging
- The nightmare of all campaigns: fundraising
- Cauley and Barack Obama's senate win
- The best candidates are good fundraisers
- 5. Team builder: embracing the personal side of politics
- "A fierce team spirit"
- Team building in Trump's campaign
- Hiring the right team
- Political talent scouts
- Team builder: "a big cheerleader"
- 6. Ideologist and policy wonk: standing for something
- Steve Bannon as Trump's chief ideologist
- Hillary Clinton as policy wonk
- Campaign managers avoiding the policy weeds
- The frustrated policy wonk
- 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 GRPS do we have?
- How many gross rating points do I need?
- The enduring love of traditional television in the digital age
- The business of political TV advertising
- Today's media mix: more than TV
- 8. Producer and stage manager: creating and presenting the campaign's messages
- Producing a 4:00 A.M. media event
- The making of "the guru" spot
- James Carville's first win
- What do we tell voters?
- How the message matters
- Why campaigns "go negative"
- A "hugging contenst?" Why negative ads affect election margins
- When going negative backfires
- Going negative in a primary
- Responding to negative attacks
- "What do we tell them?"
- 9. Spinmeister: navigating the news landscape
- Spinmeister turned reporter
- Cautious Clinton versus freewheeling 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?"
- Earning media
- Digital and social media
- Working and helping the refs
- The changing news landscape
- Using new media to make old-media news
- 10. Field general: waging the 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"
- 11. Strategy enforcer: keeping a day-to-day focus on the long-term path to victory
- Clinton-Gore 1992: "the best campaign ever"
- Keeping the campaign team on strategy
- Inheriting a team, executing a strategy
- How are we doing?
- Strategy enforcer in the age of super PACS
- Fusing the strategic vision with the campaign team
- 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
- Honesty
- Managing the candidate's family
- Losing and winning: when the campaign ends
- Appendices
- Appendix A: The rise of the campaign webheads
- Appendix B: Bubble charts: how campaigns use consumer data to understand voters
- Appendix C: A case study exercise in campaign media planning
- Appendix D: A case study in crisis management.
