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Political Consultants
Ubiquitous
• Era where a campaign involves a consortium of
consultants --media, polling, fund-raising,
strategizing, direct-mail, etc.
• Drives up the $ costs - In 1976 average senate race
600,000 - now 4-5 million -- perhaps 50,000
consultants and staffers --In '86 Richard Wirthlin's
polling firm took in some 10.4 Million - bigger than
Gallup
• Technology has taken politics out of back rooms and
opened it to the masses (good), jacked up its costs (not
good), and speeded its pace (good and bad).
• Technology created the present political consulting
industry -- with over 3000 firms and 7000 individual
professionals.
• Specialization, not only in areas of a campaign but in
types of campaigns, Latino, foreign, blacks, women,
state & local, etc.
• Media consultants, often get 15% on every television buy increased competition reduces the rate
• "Geodemographnic clustering:" - the use of computerized
mailing lists keyed to zip codes, allowing targeting to narrow
demographic groups.
• Explosion in advertising linked to technologies allowing
instant responses. As Sabato says, "It's like the arms race.
You need this missile because the other guy has that missile."
• Leads to confrontational advertising, more advertising in state
& local races, earlier starts
What Do Consultants think
• How important do consultants thinks these are Highly Important or
Somewhat important: : Ideology 79%; Electability, 65%; Candidate's
Wealth, 27%
• Is your win-loss ratio important: Yes 59%, No 41%
• How involved should the candidate be in setting and executing strategy:
very 39%; Somewhat 46%; Little or no involvement 15%
• Do misrepresentations of abilities and unethical practices take place in
the political consulting profession? Yes 88%; No 12% -- Source:
National Journal, 1984 & 1986, Campaigns & Elections, 1986
Political Consultants Survey - ‘98
• Survey of 200 top level consultants, Campaigns & Elections, Aug. 1998,
Thurber & Strothers
• Over 1/3 get involved for Thrill of Competition
• Political beliefs and Money tie for reason to get involved at 26% each
• Over 70% annual incomes over $100,000; 30% $200,000
• White (98%); male (82%); 94% college, 40% grad school; 75% under 50,
40% under 40 years old; extensive prior government/politics experience
• 2/3rds say voters are only “fair amount” or ill
informed; 80% have trust in People to make choices
• 48% rate congressional candidates as “only fair” or
“poor”; 44% say they helped elect someone they were
eventually sorry to see serve in office
• When considering whether to take on a candidate or
not, consultants place almost as much important on the
candidate's ability to raise $, as political beliefs
• Only 39% say ability to govern is very important
• 68% rated journalist unfavorably (58% “fair”, 19%
“Poor”)
• 60% think public is bothered by negative
campaigning; 53% by the amount of $ spent
Does professionalization enhance
politics at the expense of
“democracy”
?
Where the $s Go
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