The Campaign Manager

December 1, 2013

Getting your name on the ballot may be the easiest part of running for office. Shaw, the former mayor of Ashland, OR, and a political consultant, has created a handbook to walk candidates for local elections through all the steps of running a campaign. This revised and updated edition (the previous edition was in 2009) covers every phase of the process, for example, conducting initial precinct analysis, structuring the campaign organization, and creating the various forms of campaign materials. It is illustrated with helpful examples such as sample brochures and lawn signs, including clear instructions on how to install the signs. Shaw covers modern social media strategies, providing tips for the use of Twitter, Facebook, and YouTube, and touches on newer platforms such as Pinterest and Instagram. Direct mail and traditional media are also discussed. She outlines helpful strategies for preparing for negative questions about your campaign, for instance, working with your campaign committee to identify your weaknesses, vulnerabilities, and "fatal flaws" and then practicing appropriate responses. The attractively designed guide contains many entertaining quotes. VERDICT Anyone running for a local elected office will find this title a valuable resource for organizing and running a campaign.--Judy Solberg, Seattle Univ. Lib.

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