Comprehensive Analysis of Political Campaign Management Strategies

This report delves into the multifaceted world of political campaign management, examining key strategies and tactics employed in modern electoral races. It begins by exploring foundational principles, such as the 'ten rules of effective language' and the different types of donors, as well as the role of polling and media strategy. The report then analyzes the norms that shaped Donald Trump's successful campaign, highlighting factors such as the 'silent Trump vote' and the populist revolt. The importance of political consultants is discussed, emphasizing their experience and the use of modern communication tools. The report then explores the 'Art of War' and its relevance to campaign craft, as well as the insights of Sun Tzu and Cicero. The document concludes by providing a comprehensive overview of the critical elements of successful campaign management, offering valuable insights into the intricacies of political strategy and execution.

Running head: CAMPAIGN MANAGEMENT
Campaign Management
Name of the Student:
Name of the University:
Author Note:

1
CAMPAIGN MANAGEMENT
Part 1:
1) Three of the ‘ten rules of effective language” presented by Luntz
In the first chapter of the book “The Ten Rules of Effective Language”, Luntz has
presented the brief discussion. Three of these ten rules are described further:
a) Consistency Matters
Luntz has mentioned that maintaining consistency is essential for the effective language.
He exclaimed that it is essential to find a good message and sticking to it with discipline (Bohne,
Alicia & Thurber, 2008). This consistency would pay off at the end.
b) Novelty: Offer Something New
Audiences usually seek uniqueness and differentiation. Therefore, as per Luntz’, it is
important to bring some new-take on an old idea.
c) Speak Aspirationally
Luntz explained that messages are needed to be conveyed in a manner that the people
would like to hear. The leaders always need to approach through developing aspirations while
conveying the messages to the audiences to inspire them in a significant way.
2) Three types of donors according to Mike Giaccio
The three types of donors in electoral campaigns are as follows:
 Party Organisation
 Brokering Political Action Committee

2
CAMPAIGN MANAGEMENT
 Republican National Committee
3) Three Things of Modern Polling according to Jef Pollock
According to Jef Pollock, the modern polling is developed by considering three aspects:
 The respondents need to answer questions anonymously. Otherwise, they are less likely
to participate in the campaign.
 The modern polling seeks expert opinion and analysis regarding the topic that has been
addressed.
 Modern polling ensures that the polls focus on the current issues and topics
4) Key elements for building a coherent media strategy mentioned by Shea
In order to build a coherent media strategy, as Shea mentioned, it is necessary to focus on
several key elements.
 Analysis and assumptions Political Environment
Before starting the campaign, it is required understanding the opponents and the political
environment. Making the necessary assumptions is also essential in such context.
 Communication Plans
Media campaigns are developed through the effective communication process. Therefore, it
is necessary to consider the proper communication plan, which is needed to be used for the
campaigning purposes.
5) Suggestions for Marcus

3
CAMPAIGN MANAGEMENT
Marcus Tullius Cicero received a letter of advice for conducting campaigns for the
political office. The three major suggestions are provided below:
 He was suggested that he must creep and crawl to the voters, pretending the friendship.
And promising impossible things to win the election.
 He received the suggestion about the opportunistic mentality. The leader must find the
opportunity to smear the opportunity to the audiences.
 It is suggested that Quintus needs to make distinguish between political campaigning and
honorable conduct.

4
CAMPAIGN MANAGEMENT
Part 2:
Question 1
Norms that strayed Trump’s Campaign and contributed to his victory
The political strategies used by Donald Trump had five important norms. There were-
1. Silent trump vote: Trump’s victory in the US presidential election proved that the
researchers of the polls cannot be trusted because it failed to predict the victory. It was
the method of silent Trump vote that polls failed to identify. It nationwide average
predicted that Clinton would be leading about 3-point lead and win at more than 300
electoral votes. However, this was the result as the voter of Trump remained silent about
their choice and did not cooperate with the pollsters.
2. Celebrity beat institutions: DonaldTrumphad a highly motivated voters and he had been
under public observation for more than 30 years. He grabbed more media attractions
which helped him to enter the race and gain more popularity (Norpoth, 2016). He never
left any opportunity to loose public attention hence used to state controversialthings in his
campaigns that captured the attention of the US people that the serious policy speaker
could not attain. His victory seemed to be building new scopes for the celebrities in
entering politics. Trump proved that in this age of internet and digital marketing, a
fascinating media-savvy outcast can gainweighty advantages over the traditional
politicians as well as conventional political organizations.
3. Populist revolt:the entire campaignmethod used by Donald Trump was purely based on
the populist ideology where he utilised the popular hostility to the liberal immigration as
well as free trading policies. From very starting to end he created a situation where he

5
CAMPAIGN MANAGEMENT
critically attacked on the Mexicans and Muslimsopen and his voters followed him
without protest.
4. Division between outsiders and insiders:from the very beginning, Trump followed the
strategy of anti-establishment where his vulgar, unorthodox and in temperedstyle of
communication seemed to be more genuine than that of very controlled and highly
cautioned Hillary Clinton (Bouoiyour& Selmi, 2016).
5. The concept of supreme America:the election and ultimate victory of Trump proved
thatAmerica is clearlydivided by class, gender, religion, culture and racial line. Trump
took the advantage of the constantly increasing dissatisfaction in the mind of the people
and made his campaigning strategies to create implicit division that ultimately led him to
earn support of the majorities.
Question 2
Importance of Political Consultants in today’s electoral races
The present electoral campaigns are much intensive and are having more rivalry than
ever. Thus, the demand and importance of political consultants are also increasing in the current
time. The following sections will discuss about the important reasons to select the political
consultants over others. One of the key advantages of having political consultants is the
experience of them. The current business scenario is partly driven by the concept of outsourcing
in order to have the access to the experience and expertise of the professional experts. In the
electoral campaign also, political parties are in the need of the external experts who will have
more knowledge about how to market their campaign like a professional. Moreover, the external

6
CAMPAIGN MANAGEMENT
consultant will be able to determine the different aspects from the point of view of the outside
people, which is not possible by the political parties.
There was a time when friends and family members are being used in campaigning
activities. However, in the current time, professionalism is required even in the electoral sector
also and the manifesto of the political parties should be effectively communicated to the voters.
Thus, in this case, professional consultants will be more effective compared to the family and
friends. In addition, in the recent time, there are various tools being initiated in the electoral
scenario that are changing the entire game. Tools such as using social media campaigning,
television debate and telecommunication mediums are helping the political campaigning to be
more intensive and personalized (Serazio, 2014). Hence, the traditional way of political
campaign is getting changed with the inflow of more modern communication technologies by the
political consultants. This is enabling them to design the approach of the electoral campaign
according to the feelings and taste pattern of the voters.
However, it can be perceived that the future of the political campaign will be more
technology driven rather than going the traditional way. It is also being expected that the
common approach of conducting mass gathering for electoral campaign will get replaced with
more personalized approach through teleconferencing and social media interactions. Thus, the
average trend among the voters will get determined and will be given more preferences
compared to the initiation of one way communication in the mass gathering.
However, there are still some sort of negative factors that affect business of political
consultants. One of the key factors is the emergence of the negative campaigns. This becomes
more difficult for the political consultants due to the reason that, in the recent time it is being

7
CAMPAIGN MANAGEMENT
witnessed especially in the electoral debate between Donald Trump and Hilary Clinton, negative
campaigning is ultimately reducing the brand image of the political parties. Moreover, the more
frequent will be the negative campaigning, the more will be the negative word of mouth to be
emerged around the particular political consultant (Walter, Van der Brug & van Praag, 2014). It
will be perceived that the responsible political consultant is pushing for the negative
campaigning, which is not expected from a professional expert. Thus, it will affect their future
business potentiality.
Question 3
The art of War and Campaign Craft
Political campaign is an organised and collaborative effort that helps the parties today
campaigning strategies for influencing the people’s decision making process in order to win a
specific election. It is an art because it largely depends on the hard work and attention of the
campaign mangers. The high profile campaign managers’ strategies plan for coordinating all the
political campaigning operations. For executing a successful political campaign, there is a need
of incredible collaboration where all the political consultants participate. They offer everything
starting from polling, strategic advices about their allocation of the campaign resources,
fundraising for developing the campaign themes as well as messages. The art of campaigning
also aims to provide the legal advice about campaign finance laws.
In a political campaign the importance of the candidate is indispensable but apart from
candidate, the strategies must cover the most popular face, often the most visible leader of a
political campaign. However, in case of high profile elections such as at the presidential level,
the modern campaign managers remain mostly concerned with the perfect execution of their

8
CAMPAIGN MANAGEMENT
strategies, not only setting it. Their chief strategies are especially look into the researchers
conducted by the pollsters as well as the media consultants but basically outside the political
consultancy. The art of campaigning needs huge financial support as well as people. A successful
political campaign needs to have involvement of huge number of staffs as well as volunteers as
they need to work in a variety of sections. These people help to work in different segments but
are harmonised to coordinate closely with the candidate as well as the outside consultants.
Hence, political campaigns are more of art than science.
Question 4
Statement of Sun Tzu
As the statements of Sun Tzu revels that fact there needs to be a perfect strategy for every
political campaign. Since the ancient age the policies of war and art of warfare have been
following these mentioned norms. Obviously the quotes of Sun Tzu are applicable for all the
modern campaigns. All the campaigns need to have strategies which have many facets. All these
segments must be tied to one particular object that is to win the battle or the election. People who
directly take part in the election has to be supported by the ideas and strategies o their heads but
there needs to be a clear power difference which will guide the whole campaign. Campaigns are
the political war where there is always ups and downs. Hence the coordination and relation of
trust among the people need to be there. Here the consultants handle most important and
sensitive data hence the head must handle with care. All of their moves are decided upon their
strength and resources. This is why the political head or the chief must not confuse their
subordinated with baffling messages. In case the staffs associated with the campaign gets
confused all of the strategies will turn in to ash. This same this happened in the electoral

9
CAMPAIGN MANAGEMENT
campaign in the year 2000 where many of the political consultants with colourful and successful
history switched their own parties.
In the context of winning election, Cicero had introduced some factors with directly
influence the art of campaigning. First of all, the candidates must promise to offer everything
that the people want to hear. This will help to increase interest among the common people and
they will be attracted to the candidate. Campaigning is the process in which the candidates can
identify the weaknesses and exploit them accordingly. The art of campaigning focuses on the
fettering of the voters for bringing them in favor. In order to win the vote, the candidates must
instigate hope in the minds of the people so that is becomes easy to win the election.

10
CAMPAIGN MANAGEMENT
References
Bouoiyour, J., & Selmi, R. (2016). Does Trump's election victory divide US stock market into
winners and losers?. arXiv preprint arXiv:1612.06200.
Maik Bohne, Alicia Kolar Prevost, & James A. Thurber. (2008) ,Campaign Consultants and
Political Parties Today from: Routledge Handbook of Political Management Routledge
Norpoth, H. (2016). Primary model predicts Trump victory. USA TODAY, 7, 16.
Serazio, M. (2014). The new media designs of political consultants: Campaign production in a
fragmented era. Journal of Communication, 64(4), 743-763.
Walter, A. S., Van der Brug, W., & van Praag, P. (2014). When the stakes are high: Party
competition and negative campaigning. Comparative Political Studies, 47(4), 550-573.