Inside Campaigns 2/e

William J. Feltus is senior vice-president at National Media Research Planning and Placement LLC, an advertising and media agency in Alexandria, Virginia, where he manages political, corporate, and not-for-profit clients. Mr. Feltus is recognized as an innovator in the application of media research data to political and public affairs marketing. Providing polling, communications, and advertising services, he has worked for eight presidential campaigns and for gubernatorial, Senate and Congressional clients in forty-four states. Feltus has been a press secretary in the U.S. Senate, deputy campaign manager of President George H. W. Bush's unsuccessful 1992 re-election bid, and staff director of the U.S. Senate Republican Conference. He received his B.A. from Yale and his M.B.A. from the Harvard Graduate School of Business Administration. Feltus has been an adjunct instructor at Graduate School of Political Management at George Washington University and the University of San Francisco. Ken Goldstein is a professor of Politics at the University of San Francisco and founding Director of the USF in DC program. Goldstein earned his PhD at the University of Michigan and before joining the University of San Francisco, he was a professor of Political Science at University of Wisconsin-Madison. While at the University of Wisconsin, he won the Kellet Award for his career research accomplishments and the Chancellor's Award for excellence in teaching. His publications on political advertising, voter turnout, survey methodology, presidential elections, and news coverage have appeared in top line political science journals and major university presses as well as in refereed law and medical journals. Goldstein combines his academic training with an ear for real politics and strategy as well as an impressive set of contacts and extensive professional experience in a variety of media, corporate, and political settings. Goldstein is currently a consultant for the ABC News elections unit and a member of their election night decision team. He has worked on network election night coverage in every U.S. federal election since 1988. You can read here about some of what he does on election nights. Goldstein's reputation for unbiased and non-partisan analysis has made him a favorite source for politicians and the news media alike. He has appeared numerous times on Newshour, ABC World News Tonight, NBC NightlyNews, CBS Evening News, FOX News Channel, MSNBC, CNBC and CNN, and is a frequent contributor on National Public Radio. He is also quoted extensively in the country's top newspapers. Goldstein also hosted a weekly interview show, "Office Hours" that was broadcast on the Big Ten Network. Matthew Dallek (Ph.D., Columbia University) is an assistant professor of political management in the Graduate School of Political Management at George Washington University, where he teaches courses on political leadership, the presidency, and Washington's political culture. He is the author of The Right Moment: Ronald Reagan's First Victory and the Decisive Turning Point in American Politics (Oxford University Press, 2004) and the forthcoming Defenseless Under the Night: The Roosevelt Years and the Origins of Homeland Security (Oxford University Press, 2016). His articles and reviews have appeared in many scholarly and popular publications including the Forum, the Journal of Policy History, the Washington Post, the Los Angeles Times, and Politico. In addition, he has been a fellow at the Woodrow Wilson International Center for Scholars and a visiting scholar at Stanford University's Bill Lane Center for the American West. He served as a speechwriter for House minority leader Richard A. Gephardt as well as William E. Kennard, chairman of the Federal Communications Commission.

Preface Acknowledgments List of Tables, Figures, and Boxes 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 Summary Chapter 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 Do We Need? How Do We Reach Them? What Do We Tell Them? How Are We Doing? What Are Our Opponents and Allies Doing? Summary 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) Summary 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 Summary 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 Affect Election Margins Going Negative in a Primary Responding to Negative Attacks Summary 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 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" Summary 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 Honesty Managing the Candidate's Family Losing and Winning: When the Campaign Ends Appendixes: Teaching and Research Resources 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 Index About the Authors

"I was impressed not only by the purpose of the authors-to bring real-world perspectives to the study of an immensely important part of the overall topic of campaigns and elections-but also by their fascinating take on the debate over the degree to which campaigns matter." -- Malcolm Cross "The content is built upon what many real professional think is most critical in campaigns. The voice of the campaign professionals comes through." -- Joseph A. Kunkel III "[The] extensive interviews that the authors did with campaign managers [result] in an insider view that is typically not present in a book written by political scientists." -- Travis Ridout "Complicating issues are explained clearly for even the novice political science student." -- Adam Silver "The use of testimony and statements from practitioners, who are well-known and less well-known, provides the book with an air of authenticity." -- Adam Silver * Emmanuel College * "Much of our useful knowledge sits at the intersection of disciplines. Inside Campaigns demonstrates that through a skillful combination of political science with management in a highly readable and practical format. A first for this field!" -- Leonard A. Schlesinger