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Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Political campaigning & advertising
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Inside Campaigns - Elections through the Eyes of Political Professionals (Paperback, 2nd Revised edition)
Loot Price: R2,305
Discovery Miles 23 050
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Inside Campaigns - Elections through the Eyes of Political Professionals (Paperback, 2nd Revised edition)
Expected to ship within 9 - 15 working days
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"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 game. In fact, it's good reading
for everybody." -Thomas B. Edsall, Columbia Graduate School of
Journalism "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, Baker Foundation Professor-Harvard
Business School, President Emeritus-Babson College Inside
Campaigns, Second Edition takes readers on a journey into the world
of campaign managers. Powered by scores of interviews and surveys
of political professionals, the book considers the purpose,
potency, and poetry of modern political campaigns in the US. The
expert author team draw from years of scholarly research and
professional campaign experience to guide readers on a
behind-the-scenes tour of the ways campaigns are managed, the
strategies that are employed, the roles played by both staff and
the candidates, and the affects election outcomes have on American
democracy. Readers will develop an understanding of what campaigns
do and why they matter, as well as gain practical skills for
working in a campaign or advocating for a cause. New to the Second
Edition: A case study created from an in-depth interview with
Bernie Sanders' top digital decision-makers describes how the
Sanders' campaign used digital media to harness the energy of their
highly motivated base supporters. This case shows students a
real-life campaign decision-making situation, and demonstrates how
campaigns use new digital media to drive traditional news media
coverage. A unique joint interview with the top media buyers from
the Clinton and Trump campaigns reveals how each campaign tracked
the other's advertising and adjusted their own advertising based on
competitive tracking information. This interview illustrates to
students how modern campaigns use media tracking technologies to
monitor their opposition and spend tens of millions of dollars at
the presidential level. A top Trump digital manager shares inside
details of how the Republican National Committee moved quickly to
help build out the Trump digital operations after it was clear that
Trump would be the party's presidential nominee. This insight helps
students understand how the Trump campaign answered, "What do we
tell them?" by testing messages online, including recycling Trump's
personal tweets in instant messages and emails. The differences
between how the Clinton and Trump campaigns managed the news media
are highlighted in a case study of one journalist's experiences
covering both campaigns. This case study helps the student build
skills for becoming a "spinmeister" who handles day-to-day
relationships with the news media. The authors' research
surprisingly reveals that, behind the scenes, Trump was much more
available to reporters than Clinton, despite Trump's continuous
public attacks on the "fake news media."
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