| Abstract: | SUMMARY The role of professional political consultants in campaigns is not very well understood, at least from a theoretical perspective. As a result, we know very little about how campaign strategy is developed. This article is an attempt to think theoretically about how professional campaign operatives craft strategies for candidates. It begins with a review of previous research on consultants and campaign strategy. That work helps lay a foundation for a theory of professional campaign activity that focuses on the development of campaign strategy. I then turn to campaign professionals themselves. Based on interviews with numerous consultants and other campaign operatives, I identify common approaches to building strategy within campaigns. Finally, I explain the notion of ‘deliberate priming,’ a theoretical understanding of professionally run campaigns that emerges from the consultant interviews and previous scholarship in this field. |
