Modern Political Campaigns

How Professionalism, Technology, and Speed Have Revolutionized Elections

Modern Political Campaigns

How Professionalism, Technology, and Speed Have Revolutionized Elections

Michael D. Cohen (Author)

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Description

Dr. Michael D. Cohen, a 30+ year veteran of working on, teaching, and writing about political campaigns shows readers how campaigns are organized, explains state-of-the-art tools of the trade, and reveals how some of the most interesting people in politics got their big breaks. He combines academic insights and practical advice that will be of interest to practitioners and students considering careers in politics, and people interested in how elections are won. The second edition, updated to include a new chapter on how campaigns are using artificial intelligence and what that means for democracy, has been completely revised throughout to provide readers with an up-to-date understanding of how candidates succeed.

Contents
Preface
Introduction
1. Parties and Elections
From Bosses to Consultants
Voter Affiliation
Parties As Campaign-Adjunct Organizations
Democratizing the Vote
Elections
Rules
Assignment
Sources and Further Reading
2. Planning and Management
Start with Why
Can You Win?
Do Campaigns Matter?
Plan Design
Consultant Story
Assignment
Sources and Further Reading
3. Fundraising
Who Donates to Campaigns?
Basic Rules
High-Dollar Fundraising
Low-Dollar Fundraising
Online Platforms
Assignment
Sources and Further Reading
4. Independent Groups
Loss of Control
Change in Money Flow
Types of Independent Groups
Expansion of PACs
Independent Expenditure
Donations to Candidates
Dark Money
Consultant Story
Assignment
Sources and Further Reading
5. Vulnerability and Opposition Research
Negative Information
The Toughest Questions
Opponent Framing
Research Director
Research Strategy
Desktop Research
Field Research
Organization and Analysis
Deployment
Limits
Consultant Story
Assignment
Sources and Further Reading
6. Data and Analytics
The Voter File
Identifying Winnable Voters
Calculating Vote Totals
Modeling Vote Totals
Consultant Story
Assignment
Sources and Further Reading
7. Focus Groups and Polling
Focus Groups
Polling
Tools
Digital Research
Assignment
Sources and Further Reading
8. Earned Media
Tools
Consultant Story
Assignment
Sources and Further Reading
9. Paid Media
Definition
Consultant Story
Assignment
Sources and Further Reading
10. Social Media
Definition
Tools
Consultant Story
Assignment
Sources and Further Reading
11. Field Operations
Definition
Tools
Get Out the Vote
Consultant Story
Assignment
Sources and Further Reading
12. Artificial Intelligence
Definition
Tools
Ethical Considerations
Consultant Story
Assignment
Sources and Further Reading
13. The New Permanent Campaign
Campaign Strategy Gets Personal
Voter Polarization Increases
Tactics Go Digital
The Parties Invest
Campaigns Between Elections
The Future of Modern Political Campaigns
Sources and Further Reading
Afterword

Acknowledgements
Appendix
Index
About the Author

Product details

Published	Apr 02 2025
Format	Hardback
Edition	2nd
Extent	224
ISBN	9781538195093
Imprint	Rowman & Littlefield Publishers
Dimensions	9 x 6 inches
Publisher	Bloomsbury Publishing

Author

Michael D. Cohen

With AI and a fragmented media environment already redefining how campaigns are run, Cohen's book is a must-read for seasoned and new political professionals looking to understand the mechanics of campaigns.

Katie Harbath, CEO of Anchor Change
Modern Political Campaigns stands out as a strong foundation for anyone looking to start their career in politics, offering an excellent preview of how campaigns actually work. Cohen explains in detail how technology and data have revolutionized modern campaigns, from the role of voter files to his vision of the emerging AI revolution. His practical insights make this a guide invaluable for understanding the modern political landscape.

Caitlin Huxley, Campaign Strategist & Author
Michael Cohen's Modern Political Campaigns is a rarity in the world of political books - being both a lively, interesting read as well as a smart, informed text to stay on top of the rapidly-changing world of waging political campaigns. If there is one book that is the most actionable in understanding both the art and science of campaigns, this is that book.

Zac McCrary, Democratic Pollster
Every four years brings massive change to political campaigns. Michael Cohen has written an essential guide that connects the industry's history with a future driven by data and technology.

Michael Beach, CEO of Cross Screen Media
Michael Cohen weds a pollster's eye for demographic trends and academic rigor with political smarts - learned and taught, from the classroom to the field - in this compelling and imminently functional campaign guide. He worked hard at understanding how AI is reshaping how we select our leaders and has turned in an invaluable update. Buy this book.

Tom LoBianco, editor 24sight News, Mike Pence biographer
Michael Cohen's Modern Political Campaigns is essential reading not only for the aspiring political practitioner but for anyone who wants to understand how the electoral victories that shape the course of American history actually come together. From television to grassroots organizing to emerging fields like AI, Cohen shines a light on the dark corners of campaign headquarters to demystify a vitally important yet seldom understood part of how democracy works.

Patrick Ruffini, Republican pollster and political strategist