An overview and survey analysis of political consultants and campaign services

Abstract

This study analyzes the divisions, attitudes, and background characteristics of political consultants. The political consulting field has grown greatly within the last decade, and a growing amount of attention is being paid to these once obscure political professionals. To help answer some of the questions raised about the political consulting field, I have written this thesis. The first part is an overview of the history of political consulting. The history tracks the growing use of political consultants in political campaigns, as well as the birth of new campaign technologies and their effect.The second part of the thesis is an examination of some of the major areas of political consulting. These areas include Campaign Planning/Management, Computer Listing, Direct Mail, Fundraising, Media Planning/Production/Placement, Phone Banks, Political Action Committee Solicitation, Public Opinion Polling/Surveys, Public Relations, Research, Speechwriting, Vote Demographic Analysis, and Voter Contact/Turnout.The third part of the thesis is a description of, and the results of a survey conducted of political consultants. The questionnaire probed into areas such as ideology, party preference, attitudes toward the electorate, candidates, and campaign services. Also explored were motivating factors in taking on a campaign, advantages and disadvantages of being a political consultant, and their involvement in regional/international political consulting.The results of the survey are described in terms of frequency distribution and cross tabulation by campaign service areas in an analysis of the findings at the end of the thesis.