Political Campaign Craftsmanship

Over one billion dollars are spent in presidential election years on an expensive art form: political campaigns. Many political observers believe that at least half that amount is wasted. But, which half? Edward Schwartzman answers that question based upon experience gained in seventy-five campaigns. "Political Campaign Craftsmanship" treats both the art and science of campaigning, describing the procedures basic to modern professional campaigning. This practical guide to campaigns covers the entire process and gives specific strategies for every phase.

1: Setting Up Your Campaign; 2: Detailing; 3: Political Research: How To Do It And How To Use It; 4: Doing Survey Research Yourself; 5: Campaign Problems; 6: Radio and Television Advertising; 7: Print and Mail Advertising; 8: Press and Public Relations; 9: Using Telephones in a Political Campaign; 10: Non-Political Elections; 11: Conclusion; 12: Postscript: How It Feels To Campaign