Presidential Campaign Presidential Campaign Organization, Strategy, Organization, Strategy, and Tacticsand Tactics

Changes in communications Changes in communications technology bring changes technology bring changes to campaignsto campaigns

Telegraph and railroadTelegraph and railroad Radio and Radio and TV Internet (web ads, YouTube)Internet (web ads, YouTube)

Late 20Late 20thth/21/21stst Century Century Campaign organizationCampaign organization

Hierarchical vs. DecentralizedHierarchical vs. Decentralized Partisan, Professional, SpecializedPartisan, Professional, Specialized

The Campaign The Campaign OrganizationOrganizationCampaign ChairmanCampaign Chairman

Campaign ManagerCampaign Manager

Fundraising DirectorFundraising Director

Finance ChairmanFinance Chairman

Communications Communications DirectorDirector

Press SecretaryPress Secretary

Policy Director(s)Policy Director(s)

Political directorPolitical director

Issues director(s)Issues director(s)

Field directorField directorOpposition research Opposition research

directordirector

PollsterPollster

Advertising consultantAdvertising consultant

Media consultantMedia consultant

State campaign chairsState campaign chairs

State field directorsState field directors

StrategyStrategy

Craft personal and policy Craft personal and policy messagesmessages

Build a geographic coalitionBuild a geographic coalition

Communicating Communicating

Media InterviewsMedia Interviews Speeches and appearancesSpeeches and appearances Direct mailDirect mail Robo callsRobo calls Email/text messagingEmail/text messaging

Organizing an eventOrganizing an event

““The Advance Team”The Advance Team” ““It’s my job to decide where a rally should be It’s my job to decide where a rally should be

held, how a candidate can best use his time held, how a candidate can best use his time getting from an airport to that rally, who should getting from an airport to that rally, who should sit next to him and chat with him quietly in his sit next to him and chat with him quietly in his hotel room before or after a political speech, hotel room before or after a political speech, and who should be kept as far away from him as and who should be kept as far away from him as possible….ad to make sure that…[there is] a big possible….ad to make sure that…[there is] a big crowd, an enthusiastic crowd, with bands and crowd, an enthusiastic crowd, with bands and signs, a motorcade that is mobbed by signs, a motorcade that is mobbed by enthusiastic supporters, a day in which the enthusiastic supporters, a day in which the candidate sees and is seen by as many people candidate sees and is seen by as many people as possible—and at the same time have it all as possible—and at the same time have it all properly recorded by the press and their properly recorded by the press and their cameras.”cameras.”

How important is How important is message vs. electoral message vs. electoral ground-game?ground-game?

What role does the What role does the media play in the media play in the modern presidential modern presidential campaign?campaign?