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Title: Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management Revised and Expanded Edition by Daniel M. Shea, Michael John Burton ISBN: 0-275-97094-9 Publisher: Praeger Publishers Pub. Date: 30 June, 2001 Format: Paperback Volumes: 1 List Price(USD): $27.95 |
Average Customer Rating: 4.62 (8 reviews)
Rating: 5
Summary: Excellent
Comment: Shea definatly puts the science into political science. I found the book went further than most in analyzing most aspects of campaigning. I've read all the books from Robert Thomas, Gary Bosley, Catherine Shaw, Ireland and Nash, and now Shea.
I think Shea has the better book, but all should be read and read again, for I have found useful information in all of them. Three days before 9/11 I entered the race for my City Council. Totally unprepared and overwhelmed I bowed out before the election. I'll be trying again for a seat on my city council in the next off year election cycle and I found the chapters on prior electoral targeting very helpful. Both the book and my volunteer work in other races have taught me a valuable lesson.
Most important, have the support of your family, then begin early (in my case two years), do your homework, and cultivate relationships with movers and shakers. No book can ever replace the real world experience of working for a candidate or party, but Shea, more than others has provided me the rough framework for a realistic and successful attempt at public office.
Rating: 4
Summary: Good Overview of the Biz
Comment: 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.
Rating: 5
Summary: Fantastic Book - Useful and Informative
Comment: This book is one of the first books I reccomend whenever anyone asks me for a primer on political campaign strategy. This book is not for true beginners - if you don't know how to run a get out the vote operation or organize your grassroots organization, buy this book AFTER you've read a book geared towards beginners.
If you know the basics though, this book will guide you through Political Campaign Strategy 201 - it is a great, intermediate level work.
I wrote "25 Fundraising Secrets - Raise More Money, Guaranteed" to give political candidates some great advice on fundraising for thier campaigns. I often tell readers of my book to check out Shea's book as well, which has an good fundraising strategy section that gives the basics, and compliments my "secrets" book well.
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