No Place for Amateurs: How Political Consultants Are Reshaping American Democracy

I'm interning on my second state-wide campaign and this book has helped fill in the details of steps that happen before I have joined campaigns. I highly recommend this to anyone interested in politics or campaigning.

As of late, political consultants have become convenient boogeymen. It seems whenever the American people decide they'd rather be apathetic than devote a few minutes out of their day to voting or whenever a politician is caught breaking the law, it somehow turns out to be the ultimate fault of political consultants. And so, every few months or so, we get a lot of people demanding a lot of new laws and vague terms like "campaign finance" get tossed around by commentators who obviously haven't got a clue as to what they're actually talking about. Yet somehow, nobody ever seems to really bother with, say, investigating what campaign consultants actually do. Luckily, veteran consultant Dennis W. Johnson has written "No Place For Amateurs," an inside look at campaign consultants that manges to avoid the anti-consultant hysteria of most recent insider books while at the same time never embracing the shallow arrogance of the "how-to" books of consultants like Dick Morris (who is featured in the opening chapters of Johnson's books and -- no great shock -- comes across as an egotistical cad). Chapter-by-chapter, Johnson explains, in detail, what pollsters, direct mail consultants, and advertising gurus actually do. He also explains how political consultants came to be so powerful in American politics and shows that the situation isn't quite as bad as we might think. At the same time, Johnson doesn't allow himself to be a shill for his fellow consultants. He does highlight some trouble spots and the reforms he suggests manage to be both effective and fair without resorting to the hysterical fearmongering of so many other reformers. As well, Johnson's book is also full of several entertaining anecdotes from previous campaigns and it should be a lot of fun for people with a taste for political trivia.

This is a great read - especially for news and politics junkies. Johnson writes with authority, candor and humor about real people involved with real campaigns and facing real ethical issues. Not only does the book describe the tools and techniques of modern campaigns, but it provides real insight into their strengths and weaknesses when used in varying situations. I have to admit, though, the best part of the book is the anecdotes. You get a sense of the decision making speed required in the chaos that surrounds candidates and staffs. In fact, you may actually gain some sympathy for the people who choose (or are driven) to enter the political arena.If you liked The War Room or Primary Colors, you'll love this book.