Political ConsultantsPolitical Consultants

UbiquitousUbiquitous• 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 thinkWhat 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 Does professionalization enhance politics at the expense of politics at the expense of

“democracy”“democracy”??

Where the $s Go

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