From developing effective messages to working with the news media, from writing speeches to tweeting, from
crisis communication to the ethics of political communication, and everything in between, Political
Communication in Action takes the reader step by step through the process.
This approachable new text:
• Covers both theory and real-world practice
• Uses examples and case studies to illustrate key concepts
• Shows what aspects of the process look like when done well, and when done poorly
• Addresses public affairs and advocacy communication, as well as political campaigns
• Explores changes emerging from the 2016 elections
Uniquely, it provides a tour of the communication process as it actuallyworks: in political campaigns, in government
from City Hall to Congress and theWhite House, and in advocacy organizations.
“A terrific mix of research and experience, filled with wisdom and insight. Helfert has the real stuff down about campaigning, the press, and what it takes to win.”—John Daly, University of Texas at Austin
“There is a lot more art than science to effective communication. Helfert pulls back the curtain, blows away the smoke, and breaks the mirrors to dispel the wizardry.”—Mark McKinnon, chief media adviser to the GeorgeW. Bush campaign
“Written plainly and from experience, this is like a behind-the-scenes ‘cookbook’ explaining contemporary political communication in terms students and nonscholars will understand, appreciate, and ultimately use in their own careers or as consumers of such communication.”—Ralph J. Begleiter, University of Delaware
Political Communication in Action. Defining Political Communication. The Tools of Political
Persuasion. Making Political Communication Effective. Political Issues. Political Research and Communication
Planning. Political Speeches. Political Advertising and Television. Political Communication in the Internet Age.
Communicating Through the News Media. Communication in an Age of Partisanship. Crisis Communication. The
Ethical Line in Political Communication.