Simone Lawson
Political campaigns are organized efforts to influence decision-making processes within a specific group, often referring to electoral campaigns in democracies. They are similar to businesses in that they require a coherent structure, strategic planning, and compliance with legal requirements. Campaigns also utilize marketing and advertising techniques, drawing on commercial advertising, entertainment, and public relations strategies. The rise of the internet has further emphasized the business-like nature of political campaigns, with candidates using social media, SEO, and new media channels to engage voters, recruit volunteers, and raise funds. However, campaigns differ from traditional businesses in their fast-paced, flexible nature, and the unique challenges they present, such as the need to scout locations and manage logistics for public appearances. The work can be unstable and demanding, but it offers a rewarding perspective on the democratic process and the concerns of the public.
| Characteristics | Values |
|---|---|
| Nature of work | Fast-paced, flexible, little formal mentoring, little structured feedback, little administrative support, little free time, finite nature of the campaign cycle, little long-term stability |
| Organization | Campaign team can be as small as one individual or a group of professionals, must be formed and organized in compliance with legal requirements |
| Communication | Use of paid media (newspapers, radio, television, etc.), social media, email, websites, podcasts, etc. |
| Personnel | Campaign manager, marketing manager, political consultants, activists, volunteers, interns |
| Goals | Achieving objectives, creating and executing campaigns, providing resources, meeting sales targets, identifying supporters |
| Strategy | Formal strategy known as the campaign plan, which includes the campaign's goal, message, target audience, and resources available |
| Fundraising | Cause-related fundraising, individuals and groups may support or oppose a candidate by making independent expenditures or paying for public communications |
| Taxation | Political parties, campaign committees for candidates, and political action committees are subject to tax under IRC Section 527 and may have filing requirements |
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What You'll Learn
Campaign structure and personnel
Political campaigns are essentially mini-nonprofit businesses, with a coherent structure of personnel akin to any business of similar size. Campaigns are ramped up and shut down at an extremely fast pace. They are required to be formed and organised in compliance with legal requirements and generate many contracts, including those for personnel, field offices, equipment, and data.
Campaign staff are the group of people who formulate and implement the strategy of a political campaign. They are generally composed of both unpaid volunteers and paid employees of either the campaign itself or a related political party. The staff may include political consultants who advise campaigns on all their activities, from research to field strategy, and provide advice and assistance. Campaigns are generally run by a campaign manager who coordinates the campaign and assures that efforts are effectively focused. In small local campaigns, the campaign manager may be the only paid staff member, whereas in larger campaigns, such as a United States presidential campaign, there can be hundreds of staff members.
The foundation of the campaign structure is the interns and volunteers who support the campaign as activists or "foot soldiers". Their tasks can include addressing envelopes, entering data, canvassing voters, making phone calls, and distributing promotional materials. Volunteers and interns are crucial for promoting the campaign message and recruiting more volunteers.
The operations department takes on human resources and people operations responsibilities, including payroll, IT and cybersecurity, financial operations, and field operations. The field department focuses on "on-the-ground" organising, such as running local campaign offices, phone banks, and staging locations for canvassing and other events. They are responsible for contacting voters and building local events. The field staff are the primary liaison between the campaign and local influentials, such as community leaders and activists.
The communications department oversees press relations and advertising, and is responsible for the campaign's message and image among the electorate. They approve press releases, advertisements, and other forms of communication before they are released to the public. The communications director oversees the entirety of the campaign's messaging, media relations, and the communications staff.
In some campaigns, an executive chairman of the campaign committee is appointed to advise on internal matters and staff appointments. Larger campaigns may have various coordinators for specific functions within each department, such as a staff member focused on direct mail fundraising.
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Campaign advertising and media management
Political campaigns have traditionally relied on various forms of paid media to spread their message. This includes advertisements in newspapers, radio spots, and television commercials. In recent years, the internet and social media have become essential tools for campaign advertising, offering unparalleled opportunities for outreach and engagement. Campaigns can now utilise email, websites, podcasts, and social media platforms to deliver their messages directly to a large audience.
The use of social media in political campaigns comes with its own set of challenges and regulations. Campaigns must be vigilant in managing their online presence, countering misinformation, and maintaining a positive image. They need to navigate platform-specific rules and broader regulatory guidelines to ensure compliance. This includes understanding legal obligations, such as disclosure requirements and funding sources, and using data ethically and within legal boundaries for targeted advertising.
Effective media management is essential for a successful political campaign. It involves integrating all campaign functions, from advertising to public relations, to ensure a coherent and controlled message. Studies have shown that candidates with higher media attention tend to be more successful in elections, highlighting the importance of effective media management and campaign advertising.
To achieve this, campaigns may employ various strategies, such as emphasising new, dramatic, or scandalous events to attract media coverage. They may also spend money to boost certain stories or use earned media to their advantage. Earned media refers to media attention gained without direct payment, such as through newsworthy events or effective campaign strategies. Ultimately, by combining effective campaign advertising with strategic media management, political campaigns can increase their chances of success and achieve their desired objectives.
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Campaign finance and fundraising
Political campaigns incur various expenses, including personnel, field offices, equipment, and advertising. Advertising is a significant cost, as campaigns use paid media such as newspapers, radio, and television to reach voters. The internet has also become a core element of modern political campaigns, with candidates utilising social media, search engine optimisation, and new media channels to engage voters and raise funds.
Campaign fundraising can come from various sources, including individual donors, political action committees (PACs), and super PACs. Individual donors can contribute directly to candidates or parties, with limits on the amount they can give. Political action committees are groups that pool funds from multiple donors to support candidates or promote specific political agendas. Super PACs are a more recent development, and while they are supposed to be independent of candidates, they often have close ties and can raise and spend unlimited amounts of money.
To address concerns about the influence of money in politics, reformers have proposed various solutions. These include encouraging "small donor public financing," where public funds match and multiply small donations, and fully disclosing all political spending to increase transparency. Additionally, there are restrictions on direct contributions from corporations and labour unions to candidates or national party committees.
Political campaigns must also comply with legal requirements and tax regulations. In the United States, political organisations, including political parties, campaign committees, and PACs, are subject to tax under IRC Section 527 and may have specific filing requirements with the Internal Revenue Service (IRS). These organisations are required to file periodic reports on their contributions and expenditures.
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Campaign strategy and messaging
Political campaigns are organised efforts to influence decision-making processes within specific groups. In democracies, they often refer to electoral campaigns, where representatives are chosen or referendums are decided. The message of the campaign contains the ideas that the candidate wants to share with the voters, with the aim of attracting those who agree with them.
The campaign plan should take into account the campaign's goal, message, target audience, and available resources. It should seek to identify supporters while disseminating its message. Political campaigns must also comply with legal requirements, such as election laws and campaign finance laws.
Digital strategies are essential in modern political campaigns. Social media platforms, such as Instagram, Twitter, and Facebook, have transformed political campaigning by enabling two-way conversations between candidates and voters. These platforms allow candidates to lead conversations, shape public opinion, and respond to accusations or false claims. By leveraging social media analytics, campaigns can gain insights into voter interests, sentiments, and behaviours, enabling them to craft messages that resonate and mobilise supporters.
Additionally, email remains a cornerstone of political communication, particularly for fundraising, mobilising supporters, and maintaining direct contact with voters. Website functionality is also crucial, with essential elements such as a bio section, campaign messaging, a donation button, volunteer signup, and links to social media accounts.
Traditional ground campaigning and voter contacts remain effective, with door-to-door canvassing and phone calls increasing voter turnout. Public appearances and media training are also valuable for showcasing a candidate's personality and connecting with voters.
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Campaign technology and digital presence
Political campaigns have evolved from traditional advertising methods such as newspapers, radio, and television to embrace digital technology and social media as essential components. Campaigns now rely heavily on technology to amplify their message, streamline processes, and efficiently reach large groups of supporters. This shift has led to an increase in technology spending, with Democratic campaigns in the US reaching $3.6 billion in 2020.
The internet has become a core element of modern political campaigns, with email, websites, and podcasts enabling faster communication and the ability to deliver a message to a broad audience. Social media platforms, in particular, have become a powerful tool for political campaigns, allowing them to market their candidates, engage in dialogue with voters, and disseminate ads. Facebook, for example, is used for marketing, while Twitter lends itself to continuous conversations with followers.
Political campaigns also use social media data to collect and analyze information about individuals, including first-party data from customers' records or online activities, second-party data sold by other companies, and third-party data comprising demographic and financial information. This data can be used to create targeted audience segments and identify individuals who are likely to be receptive to the campaign's message.
In addition to social media, other digital tools have emerged to support political campaigns. For example, ActBlue is an online fundraising software that allows donors to save their payment information and contribute to multiple campaigns with a single click. This is especially beneficial for campaigns relying on small-dollar donors. Similarly, Impactive is a digital organizing platform that enables campaigns to communicate effortlessly with volunteers and supporters, providing them with necessary information and updates.
The increasing role of technology in political campaigns raises concerns about democratic discourse, privacy, and the potential for manipulation. As such, regulatory and technological tools are being developed to moderate and expand the public sphere, ensuring that the outcomes of digital campaigns align with democratic ideals.
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Frequently asked questions
A political campaign is an organized effort that seeks to influence the decision-making process within a specific group. In modern politics, the most high-profile political campaigns are focused on general elections and candidates for head of state or government.
Political campaigns are similar to mini-nonprofit businesses. They have a coherent structure of personnel, including campaign managers, marketing managers, and political consultants. Campaigns also generate contracts, which should be reviewed by an attorney, and can lead to legal disputes.
Key roles include the campaign manager, who ensures marketing campaigns achieve their objectives, and the marketing manager, who helps create and execute these campaigns. Political consultants advise on activities such as research and strategy, and activists or volunteers promote the campaign on the ground and through digital channels.
Political campaigns raise money through various avenues, including individual and group contributions, independent expenditures, and cause-related fundraising. They may also receive contributions from political parties, campaign committees, and political action committees, which are subject to tax under IRC Section 527.
Working on a political campaign offers the opportunity to develop skills in an extremely fast-paced and flexible environment. It provides a unique perspective on the electoral process and the concerns of elected officials and the public. Campaign work can lead to experience in areas such as marketing, research, field work, and strategy development.
