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Book Categories |
| Foreword | ||
| Acknowledgments | ||
| Introduction | 1 | |
| Understanding the Industry | ||
| A Prehistory of Media Consulting for Political Campaigns | 11 | |
| Present at the Creation (of Modern Political Consulting) | 19 | |
| A Brief History of Political Advertising on Television | 27 | |
| Political Consultants as News | 33 | |
| Political Consultants in American Film | 39 | |
| Corporations as Candidates | 47 | |
| International Political Consulting | 52 | |
| Getting Started in Political Consulting | 58 | |
| Laws and Regulations | ||
| Political Advertising and the First Amendment | 67 | |
| Politicians and Television Time | 77 | |
| PACs and Campaign Finance | 84 | |
| Techniques and Types | ||
| Modern Campaign Polling | 95 | |
| Opposition Research | 107 | |
| Focus Groups in Political Campaigns | 114 | |
| Political Media Buying | 122 | |
| GOTV: Get Out the Vote | 131 | |
| Telephone and Direct Mail | 137 | |
| Stealth Campaigning | 147 | |
| Outdoor Advertising | 152 | |
| Print Ads | 156 | |
| Radio Ads | 164 | |
| Voice-Overs | 171 | |
| Preparing Candidates for Television | 176 | |
| Television Ads | 186 | |
| Nonbroadcast Video | 196 | |
| Earned Media | 201 | |
| Speechwriting | 209 | |
| Issue Advocacy | 217 | |
| Pro Bono Work | 226 | |
| New Technologies | ||
| Online Campaigning | 233 | |
| The Internet and Campaign | 241 | |
| Evaluating Political Web Sites | 249 | |
| Software for Political Campaigns | 253 | |
| Constituencies | ||
| The African American Vote | 261 | |
| Race Issues and Political Campaigns in the South | 268 | |
| The Hispanic Vote | 273 | |
| The Religious Conservative Voter | 281 | |
| Informing Insiders: The Political Newsletter | 288 | |
| Philosophies | ||
| Consultants and Clients | 295 | |
| The Good that Political Consultants Do | 304 | |
| Candidates as Fund-Raisers | 311 | |
| Resources | ||
| The Political Communication Center | 319 | |
| Resources for Political Consulting | 322 | |
| The American Political Consultant: A Profile | 327 | |
| Contributors | 333 | |
| Index | 341 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Christopher Tyson
reviewed The Manship School Guide to Political Communication on December 31, 2017
The Manship School Guide to Political Communication
Outstanding. Honest and inspirational, in a way that drives politically active people nuts. Gerson's argument is primarily moral, which doesn't go down easy in an area defined as "the art of compromise." But I find it difficult to argue with Gerson. I've read other critiques of his work, and those critiques are often thoughtful, scoring points at Gerson's expense, but fairly. Still, what a refreshing conviction Gerson brings to political problems, and what a great writer he is. I know his co-speech writers have attacked him in The Atlantic. That's unfortunate. It's clear that Gerson, who wrote this book and writes a column in the Washington Post, is a graceful essayist and opinion writer, even without the eloquent assistanced of others.
The Washington Post recently reviewed this book negatively. The review, written by a well regarded Reagan biographer, was utterly unconvincing.
I encourage everyone to pick this book up. You may hate it, you may passionately disagree with it, or, like me, you may love every word of it. But you won't find it listless or boring.
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