This is a comprehensive history of the role of American political consultants in presidential elections, state and local campaigns, ballot issues and advocacy campaigns, and international elections. It begins with an overview of late nineteenth-century and early twentieth-century campaigns and the increasing use of new advertising and communication techniques. The first modern political consultants, Whitaker and Baxter, are profiled, together with approximately fifty other pioneer consultants in the specialties of media, polling, targeting and data analysis, and research, as well as general co ... More

This is a comprehensive history of the role of American political consultants in presidential elections, state and local campaigns, ballot issues and advocacy campaigns, and international elections. It begins with an overview of late nineteenth-century and early twentieth-century campaigns and the increasing use of new advertising and communication techniques. The first modern political consultants, Whitaker and Baxter, are profiled, together with approximately fifty other pioneer consultants in the specialties of media, polling, targeting and data analysis, and research, as well as general consulting. Throughout, the emphasis is on three fundamentals of campaigning: understanding the mood of voters and their preference (polling), communicating with voters (media, online communications), and identifying and energizing voters (targeting, big data, and technology). The role of consultants is highlighted in chapters focusing on presidential campaigns since 1964, concluding with the pre-primary phase of the 2016 election. The role of American consultants in Latin America, Europe, Israel, and other areas is also analyzed. The increasing role of outside money, dark money, super PACs, and billionaire donors in recent federal and presidential elections is highlighted. The volume discusses what consultants think, their relationship to candidates, and the shape of campaigns to come. Finally, it has a comprehensive list of the major political consultants and operatives active from the 1952 through the 2016 presidential election.