Campaign Craft
The Strategies, Tactics, and Art of Political Campaign Management, 5th Edition
by Michael John Burton, William J. Miller, and Daniel M. Shea
June 2015, 282pp, 6 1/8x9 1/4
1 volume, Praeger

Paperback: 978-1-4408-3732-6
$32, £24, 27€, A46
eBook Available: 978-1-4408-3733-3
Please contact your preferred eBook vendor for pricing.

In the first three election cycles of the present decade, $13.6 billion was spent on campaigns for federal offices.

The go-to source on campaign management for nearly two decades is now updated to cover the latest in contemporary campaign expertise from general strategy to voter contact to the future of political campaigns.

Political campaigning reinvents itself at a furious pace. This highly respected text recounts the evolution of modern campaign management and shares strategies and tactics common to American elections. Informed by the practical political experience of three scholarly authors, the book weaves important academic perspectives with insights garnered from close observation of electoral practice.

The fifth edition lays out the foundations of modern campaign management, going on to explore critical steps in running a “new style” campaign. Using fresh stories and recent research, the book follows American electioneering from the planning stages through Election Day and concludes with a view to the future of political campaigning. Critical updates examine the Tea Party movement, new political technologies, advances (and challenges) in opinion polling and field experimentation, and increasing polarization within the American electorate. New material includes an exploration of the Super PACs and non-candidate campaigns that are changing the strategic context of American elections.


  • Updates readers on rapidly evolving campaign strategy and tactics
  • Offers the ideal balance between practical perspectives and scholarly literature
  • Includes fresh information on political polarization, strategic technologies, and online tools, along with coverage of the debate between advocates of ballot access and voter integrity
  • Examines non-candidate players such as Super PACs and educational non-profits
Michael John Burton, PhD, is associate professor of political science at Ohio University where he teaches elections and campaigns, political leadership, and political research methods. With Daniel M. Shea, he wrote the previous editions of Praeger's Campaign Craft as well as Campaign Mode: Strategic Vision in Congressional Elections. Burton spent seven years as a political professional in Washington where he worked in the office of Vice President Al Gore (1993–98) as special assistant to the chief of staff and assistant political director, the office of Congressman Paul E. Kanjorski (1991–93), and for the Congressional Research Service (1991). Burton received his bachelor‘s and master's degrees from Ohio University and his doctorate from the State University of New York at Albany. His current research goes to quantitative analysis and political language.

William Miller, PhD, is director of Institutional Research and Effectiveness at Flagler College, Saint Augustine, FL. He received his bachelor's degree in political science from the Ohio University Honors Tutorial College and his master's degree, also in political science, from Ohio University. He earned a Master of Applied Politics (focusing on political polling and campaign strategy) from the Ray C. Bliss Institute of Applied Politics at the University of Akron and a doctorate in Public Administration and Urban Studies, also from the University of Akron. Prior to joining Flagler, Miller was assistant professor in the Department of Political Science, Philosophy, and Religion at Southeast Missouri State University and visiting assistant professor at Ohio University and Notre Dame College. He has advised elected officials, agency administrators, and social service agencies, and his special interests include campaigns and elections, polling, board development, grant writing, and the pedagogy of political science and public administration.

Daniel M. Shea, PhD, is professor of government and director of the Goldfarb Center for Public Affairs and Civic Engagement at Colby College, Waterville, ME. An award-winning teacher, Shea has spearheaded numerous initiatives at Colby and other institutions designed to help young Americans better appreciate their potential to effect democratic change. The author or editor of nearly 20 books and dozens of articles and chapters on the American political process, Shea focuses his research on campaigns and elections, political parties, the politics of scandal, and grassroots activism. His coauthored volume Fountain of Youth: Strategies and Tactics for Mobilizing America's Young Voters garnered national attention for its findings on how local party organizations often neglect young citizens. In 2012, his work on civility and compromise was covered in hundreds of media outlets and led to the publication of the coedited volume Can We Talk? The Rise of Rude, Nasty, Stubborn Politics. Shea also wrote Let's Vote: The Essentials of the American Electoral Process and is the lead author of Living Democracy, a text on American government now in its fifth edition. He earned his doctorate from the University of Albany, State University of New York.
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