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• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Hail, Future Caesar
• Chapter 1: Who Runs for Public Office
• To Be a Politician
• The Ideal Candidate
• The Political Type
• Accept the Results
• Chapter 2: Local Office Choices
• Political Hierarchy
• Local Office Options
• Choose an Office
• Partisan Effects
• Chapter 3: Other Ways to Get Involved
• Boost Your Public Résumé
• The Activist and the Gadfly
• Stay Behind the Curtain
• Part 2: Before You Run
• Chapter 4: Know Yourself
• Some Vital Questions
• Explore Your Past
• Sell Yourself
• To Become a Public Person
• Chapter 5: Research the Position
• The Obligations of Holding Office
• Fit the Job into Your Schedule
• Study the Issues
• The Players
• Chapter 6: Consider Your Competition
• Meet Your Opposition
• The Street Fight
• The Formidable Foe (an Incumbent)
• The Agony of Running Unopposed
• Slates
• Chapter 7: Know the Voters
• Behold: Voter Data!
• The Fickle Electorate
• Chapter 8: Ready to Run
• When to Start?
• The Announcement
• Get Your Answers Ready
• Election Registration
• Commit Your Time
• Part 3: The Campaign
• Chapter 9: Gather Your Assets
• People to Help You
• Your Message
• Endorsements
• Contact Lists
• Chapter 10: Your Campaign Brand
• Marvelous Marketing Mavens
• You Are the Product
• Magic Marketing Material
• Chapter 11: Money Stuff
• Campaign Finances
• Money to Spend
• The Secret to Raising Money
• Strategies for Fundraising
• Finance Reports
• Chapter 12: Communications
• Connect with Your Audience
• To Go Negative
• Chapter 13: The Campaign
• Your Campaign’s Number-One Employee
• Not One, but Two Elections
• Stuff Happens
• Down to the Wire
• Chapter 14: Election Day
• Get Out the Vote
• Rules About Election Day
• Plan Your Victory Party
• The Aftermath
• Why Not Try Again?
• Part 4: In Office
• Chapter 15: Know the Law
• Orientation
• Rules
• Conflicts of Interest
• The Quasi-Judicial Role
• Your Role
• Cooperation
• Chapter 16: Public Service
• The Staff
• Members of the Public
• Public Communications
• The Press
• Your Behavior in Public
• Chapter 17: At a Public Meeting
• Transparency
• The Public Meeting
• Concerned Citizens Want to Be Heard
• Your Public Record
• Chapter 18: Decisions: Who to Tick Off?
• The Same Ol’ Same Ol’
• Homework for Every Decision
• That “Difficult Decision”
• The Vote
• Chapter 19: Your Reelection
• The Glory of Incumbency
• Your Reelection Strategy
• Term Limits
• Groom a Replacement
• Part 5: The Part of Tens
• Chapter 20: Ten Common Campaign Mistakes
• Not Raising Money
• Spending Money Early
• Misspending Money
• Not Showing Up
• Not Tracking Finances
• Mistreating Staff and Supporters
• Arguing with Idiots Online
• Not Using Volunteers
• Getting Facts Wrong
• Going Negative
• Chapter 21: Ten Ups and Downs
• Up and Down: Polls
• Up: Money Comes In
• Down: Press Coverage
• Up: Unexpected Support
• Down: Your Opponent is Doing Well
• Up: You See an Effect
• Down: Stress
• Up: Positive Feedback
• Down: No-Shows
• Up: You Did It
• Chapter 22: Ten Frustrations of an Elected Official
• Staff Offers Yes–No “Decisions”
• Electeds Kowtow to Staff
• Electeds Keep Congratulating Staff
• The Whole “Sir” Thing
• Out of the Loop
• Someone Punts
• When Peers Are Obviously Unprepared
• People Who Suck the Air Out of the Room
• Subcommittee Overload
• Experts to Ignore
• Index
• About the Author
• Advertisement Page
• Connect with Dummies
• End User License Agreement