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Tables of Contents for How to Win an Election
Chapter/Section Title
Page #
Page Count
Foreword
ix
Paul Routledge
Acknowledgments
xii
Preface: Is politics an art or a science?
xiii
Part One: Planning and Preparation
What are Elections for?
3
18
General elections
4
2
By-elections
6
1
Local elections
7
1
European elections
8
1
The devolved assemblies
9
1
The problems with democracy
10
4
The prospects for democracy
14
3
How much difference does the campaign make?
17
4
The Nine Tribes of Politics
21
16
Voters
22
2
Candidates
24
2
Activists
26
3
Fixers
29
1
Spin doctors
29
2
Pollsters
31
1
Pundits
32
1
Policy wonks
33
2
Journalists
35
2
Planning your Campaign
37
36
Getting selected
37
3
Developments in campaigning
40
6
Drawing up your plan
46
9
Assembling your campaign team
55
2
Campaign headquarters
57
1
Fundraising
58
2
What is your policy?
60
3
Background research
63
1
Polling and opinion research
64
2
Expenses and the deposit
66
1
Nomination
66
7
Part Two: The Sound of Gunfire
Direct Campaigning
73
28
Big smiles and firm handshakes
73
1
Appearance
74
2
Canvassing and voter ID
76
7
Blitzing
83
1
Street activity
83
2
Getting out the vote
85
2
Hustings and meetings
87
1
Making a speech
87
14
Indirect Campaigning I: the Media
101
42
The role of the media
101
1
The impact of the media on election results
102
1
Messages for the media
103
4
Creating your messages
107
1
Dealing with journalists
108
4
Contacts
112
1
Deadlines
113
1
Tools of the trade
114
1
Creating news
114
2
Writing news releases
116
9
Media interviews
125
7
Television debates
132
1
Photo-opportunities
133
2
Letters to the editor
135
1
Features and `your shout' articles
136
1
Diary columns
136
1
Rapid rebuttal
137
2
The tricks journalists play
139
1
Complaining
140
1
Spinning out of control?
140
3
Indirect Campaigning II : Other Forms of Communication
143
18
Advertising and posters
143
3
Newsletters and leaflets
146
4
Direct mail
150
2
Campaign songs
152
1
Party election bradcasts
153
2
Manifestos
155
1
The Internet
156
5
When the Wheels Come Off
161
8
Scandals
161
2
How to deal with a scandal
163
2
Gaffes
165
1
Dirty tricks
166
3
`I therefore declare...'
169
4
How to win
170
1
How to lose
171
2
Conclusion: Campaigning in a post-modern world
173
4
Select Bibliography
177
2
Index
179