Syllabus

===Welcome to the new wiki for Summer 2007's course in Political Management: Theory and Applied Techniques. Below is a copy of this summer's course syllabus. Stay tuned... for a new and updated collaborative classroom experience!===


 * UNIVERSITY OF SOUTHERN CALIFORNIA**
 * School of Policy, Planning and Development**

Public Administration (PPD) 656 Summer 2007

//**POLITICAL MANAGEMENT: THEORY AND APPLIED TECHNIQUES**//

INSTRUCTOR: Dora Kingsley, D.P.A. Dates: June 21 - 24, 2007 and July 19 - 22, 2007

LOCATION: Sacramento Public Affairs Center Office Hours: By Appointment 1800 I Street Telephone: 916-442-6911 Sacramento, CA 95814 Additional Contact Number: 916-444-7313 E-mail address: //drdora@trentonwest.com//

This course offers an evaluation of political management theories and approaches to strategy formation touching on political communications and message development. Research, data collection approaches and analysis appropriate for politically actionable decision making are presented in this course including discussion of ethics and problem solving techniques.

Political management skills to be developed in this course include: techniques of political communication; using on-line information sources to gather, sort and marshal information useful for collaboration; how to read public opinion polls and the press; when and how to use specific tools such as press releases, action memos, issue briefings, speech writing, briefing books and policy papers; analyzing and managing dynamics that drive issue development and policy resolution; ethics and ethical considerations including formal constraints and the important role of standards for political participants.

References will be developed into a shared resource for use of the class as a group, as well as individualized information as assigned for class exercises and analysis. Students are encouraged to bring a laptop computer for classroom use in research and writing assignments.

In addition to completing the readings assigned in this syllabus, participants are expected to take part in class discussions, to work through whatever analyses and exercises are used during class meetings, and to complete research and analysis outside of class. Assignments are due as stated in the syllabus, and it is important to have both the readings and assignments completed before coming to class as they will form the basis of some class discussions and further exercises. Grades will be weighted as follows: Effectiveness of class participation including in-class exercises, investigations and writing activities 30%; two out of class analytic exercises, 10% each; one briefing book exercise 25%; and final course project, 25%. Specific instructions for the briefing book exercise and final course project will be negotiated during the course intensives.


 * Required Books:** //For this course, there will be no book of required (articles or) readings.//

Beard, Adrian. __The Language of Politics__. London, England: Routledge, 2000.

Brader, Ted. __Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media and Public Opinion.)__ Illinois: University of Chicago Press, New Ed edition, 2006.

Heath, Chip and Dan Heath. __Made to Stick: Why Some Ideas Survive and Others Die.__ New York, NY: Random House, 2007.

Mack, David. __Going Dirty: The Art of Negative Campaigning.__ Lanham, MD: Rowman & Littlefield Publishers, Inc., 2006.

McCombs, Maxwell. __Setting the Agenda: The News Media and Public Opinion__. Malden, MA: Blackwell Publishing Inc. 2004.

Paul, Bill. __Future Energy: How the new oil industry will change people, politics, and portfolios.__ New Jersey: John Wiley & Sons, Inc., 2007.

Smith, Rodney A. __Money, Power & Elections: How Campaign Finance Reform Subverts American Democracy__. Louisiana: Louisiana State University Press, 2006.

Tapscott, Don and Anthony D. Williams. __Wikinomics: How Mass Collaboration Changes Everything.__ New York: Portfolio, a member of the Penquin Group, 2006.

Todos, Petru with Ion Sobor, Dumitru Ungureanu, Andrei Chiciuc and Mihai Plesca. __Renewable Energy: Feasibility Study.__ UNDP Moldova: Cartdidact, 2002.

Yankelovich, Daniel. __Coming to Public Judgement: Making Democracy Work in a Complex World__. New York: Syracuse University Press, 1991.


 * Suggested Reference Books Available at Most Commercial Bookstores:**

Please secure a copy of William Strunk Jr. and E.B.White, //The Elements of Style, 4th ed.// (Massachusetts: Allyn & Bacon, 1999). This low-cost paperback is available at USC, and many commercial bookstores and you may find it on the Internet.

Please also secure a copy of Joseph Gibaldi, //MLA Handbook for Writers of Research Papers, 6th ed.// (New York: Modern Language Association of America, 2003). This low-cost paperback is available at USC, and many commercial bookstores and you may find it on the Internet.

Use a //Merriam-Webster Collegiate Dictionary//, particularly that dictionary’s “Handbook of Style”, in preparation of course papers.

From the assigned booklist, some readings are included as background information to assist with your out of class assignments. Others are intended as explanatory or analytic readings which will be used for classroom discussion and work groups and they deserve your careful attention. Please have all these readings for each module completed before the first class session of that module. In addition, handouts and reference samples will be made available to class members as needed.


 * Out of Class Assignments**

Please type all papers and briefing materials, and write them in concise prose. Students are encouraged to purchase and use Kate Turbian’s manual and/or Strunk and White’s __Elements of Style__ prior to finalizing written assignments. Briefing book exercise and final course project should have persuasive and appealing presentation elements. All written work submitted for passing grades must include footnotes, endnotes or other citations appropriate to graduate level studies no matter what other stylistic choices or format considerations are utilized.

Students are required to log in and post to the class’ “//**wiki”ppd-ea**//. Learn more about this new technology useful for cataloguing, classifying and sharing information developed for the class with your colleagues and other interested parties. Find this course’s wiki at [|www.ppd656-07.wikispaces.com] and sign up for your personal log in to enable posting of information from your assignments and to begin to work collaboratively with your colleagues and the professor as we develop an understanding of current political management practices.


 * //W//iki** //(n.)// A collaborative [|Web site] comprises the perpetual collective work of many authors. Similar to a [|blog] in structure and logic, a wiki allows anyone to edit, delete or modify content that has been placed on the [|Web|site] using a [|browser] [|interface], including the work of previous authors. In contrast, a http://www.webopedia.com/TERM/w/wiki.html##|blog, typically authored by an individual, does not allow visitors to change the original posted material, only add comments to the original content. The term //wiki// refers to either the Web site or the [|software] used to create the site. //Wiki wiki// means “quick” in Hawaiian. The first wiki was created by Ward Cunnigham in 1995.

Students are encouraged to use Microsoft’s __PowerPoint__ or __Publisher__ programs or comparable software with graphical design elements to enhance their written analysis as suitable. Since life in the “real world” is often based upon materials which are NOT double-spaced term papers, this course encourages creative use of white space and appropriate graphics and charts to highlight chronologies, messages and prose.

1. Compare and contrast two alternative ways of obtaining political information from different sources and secondly, discuss the ramification(s) of including this information in future efforts to develop policy or political campaign plans. One example of a method of obtaining political information would be to collect legislative briefing materials, such as those provided by the Legislative Analysts’ Office (LAO), the Congressional Research Service (CRS) or equivalent local government offices. Another alternative way to obtain information would be the California Senate Daily Briefing or the Roundup ([|www.capitolbasement.com]) sent by E-mail subscription. The alternatives you choose do not necessarily need to be ‘academic’ or exclusive, but consider the acquisition of information based upon the cost, quantity, quality and reliability of the alternative methods utilized plus the usefulness and limitations involved in choosing various methods of obtaining political information.

Assignment: A paper of 5-6 pages is due at 9:00 a.m. on Thursday, June 21, 2007.

2. Collect, synthesize and edit information regarding the role of government in fostering the development, application and strategic implementation of alternative energy sources including concerns for development costs, licensing concerns, economic viability and public utilization or consumption. Your research articles may include but in no way should be limited to: the historical role of the “state” in advancing civilization, societal experience in moving beyond existing industries (e.g.: dependence upon whale oil), schemes useful for rationing, patent policy, commercialization of new and core technologies, the private sector’s ability to recoup investments in alternative energy sources, environmental consequences of waste streams and disposal, regulatory v. market force influences, impacts of higher energy prices for oil and fossil fuels, security and economic assessments applied to projections of future domestic and foreign production. Be certain to examine one or several related facets of energy taxes, oil exploration, availability of natural gas, hydrogen energy, hydro/wind/solar/photovoltaic renewables, biomass and biodiesel fuels, fuel cells and more. Your annotated bibliography’s citations should not be limited to alternative energy sources as discussed in initiatives proposed by Governor Arnold Schwarzenegger nor initiatives to slow global warming supported by former Vice President Al Gore except as these public figures raise issues which bear upon the proper role of government in strategic energy development.

This assignment is not intended to “merely” be a recap of your knowledge or understanding of the political philosophies such as green energy or global warming; nor should it exclusively be a summary of state-of-the-art news clippings or issue briefings of critical importance to the Middle East and the war on terror (although this background information will be useful during our classroom discussions.) Your bibliography will form the basis of future class analysis focused on some analytical aspect(s) of a current issue debate concerning the people, policies and democratic processes now operating at the state and/or local and federal/international levels.

Students should turn in a typed alpha listing by author of citations with a brief summary of the text, known as an annotated bibliography. **All descriptions and annotations must be original work**, any reprints of electronic information from Melvyl (UC System) or other database holdings are not acceptable for academic credit. Additionally, students should bring to class the original source material and background documentation utilized in developing these bibliographic annotations. There may be follow-up questions or a need to reference additional information as the coursework progresses. Typed (hard copy) and an online listing (posted to class wiki) of your source documents collection in the annotated bibliography format is due at the beginning of the first intensive class.

Assignment: An annotated bibliography of 60-75 recent references regarding the role of government in strategic implementation of alternative energy sources (in written format and posted to the class’ wiki) is due at 9:00 a.m. on Thursday, June 21, 2007.

//__(Please note assignments 3 & 4 have been updated and their final version posted at the end of this syllabus)__// 3. Prepare a written report in the form of a briefing book. Analyze the class’ collective reference holdings on governmental roles specific to economic, licensing and distribution issues related to alternative energy as developed during the first weekend of course work. Gather additional information you deem necessary to develop briefing materials beyond the class’ joint collection of source documents gathered for the annotated bibliography assignment. The exact or specific persuasive objective and target audience shall be determined during class discussion and negotiation with faculty before the end of the first intensive. Your briefing book documentation should be produced utilizing two or more of the following formats: (1) chronological timeline and history (including major conferences, pending legislative proposals, and signed bills), (2) conceptual “impact” statement, (3) historical experiences with direct implications to the development of alternative energy with outcome analysis and/or (4) projected “needs assessment.” Format samples may be available in class for your review.

Assignment Part A: A briefing book approximately 12-15 pages in length should be prepared including a background statement, discussion of the evolution of this topic and situational analysis suitable for political action. This assignment is due at 9:00 a.m. on Thursday, July 19, 2007.

Assignment Part B: Post information just from your briefing book documentation (timelines, impact statements, historical trends with outcome analysis and/or needs assessment and make entries to the collaborative understanding of the policy issue position being developed online on the class’ wiki. This assignment is due at 9:00 a.m. on Thursday, July 19, 2007.

//__(Please note assignments 3 & 4 have been updated and their final version posted at the end of this syllabus)__// 4. For this assignment, please prepare an analysis and plan useful in a political campaign. Compare and contrast the opportunities to implement new political strategies to your own ideal. Your analysis should include personal observations, specific examples and consideration for the elements of research, policy development, communication and campaign strategy. Please acknowledge your own basis (or bias) of knowledge and ideology that will inform your analysis.

The exact or specific format of this assignment, policy objective and target audience will be determined during class discussion and negotiation with faculty. Often, the class has decided to work together to select a policy or political perspective and develop relationships with decision makers or stakeholders to whom they wish to send a persuasive message. Should this opportunity arise, this assignment will be organized collectively with individual efforts required for grading purposes only. In either case, students are encouraged to utilize all of the information developed by the class in previous assignments and each will be encouraged to strive to develop ideas and understandings during class exercises and to reflect these understandings in this final assignment.

Assignment: A final written project of 12-15 pages and contributions to the class’ wiki collaboration is due at 5:00 p.m. on Tuesday, August 13th, 2007. Papers may be sent to USC or the professor’s business office via snail mail or FedEx, but a hard copy must be delivered to the professor by the deadline to fulfill this requirement, no email versions will be accepted.


 * SCHEDULE OF JUNE COURSE WORK**


 * In Politics, What’s Old is New (... Again)**

The role of political actor (e.g.: activist, campaigner, lobbyist, legislator, reporter and more) will be reviewed and the interchange between actor and American institutions, values, ethics and culture will describe politics today. Review of textbook and readings will examine the norms of conduct desirable from political participation in the Founding Era and today. An examination of the design of American politics will include discussion of current working relationships involving policy makers and political players from various perspectives: legislators and legislative staff, elected public officials, bureaucrats, policy “wonks”, political appointees, candidates, general consultants, polling organizations, research firms, media buyers, direct mail and other vendors, list brokers, political reporters, and lobbyists.

Required Text:

Tapscott, Don and Anthony D. Williams. __Wikinomics: How Mass Collaboration Changes Everything.__ New York: Portfolio, a member of the Penquin Group, 2006.

Yankelovich, Daniel. __Coming to Public Judgement: Making Democracy Work in a Complex World__. New York: Syracuse University Press, 1991.

Suggested Additional Resources: (Professor will make available in classroom if not accessible online)

DeLaney, Ann. __Politics for Dummies__. Foster City, CA: IDG Books Worldwide, Inc., 1995.


 * Can you Dance with the Stars?**

To evaluate the sources and procedures of information gathering that political managers use, this course will examine the scope and nature of information which is available to manage the performance of selected tasks such as preparing position papers, analysis of public records of organizations and individuals, analysis of natural constituencies, targeting for message delivery including direct mail and mass media and the laws and regulations that govern these activities.

The pursuit of issue management involves design and discussion of plans to influence public thinking about an issue including model legislation, academic scholarship, elite interviews, attitude survey polling, constituencies, compromise, and bargaining. An examination of the application of computers in politics to manage information, databases, spreadsheets, data mapping, search strategies and communications will be accomplished during classroom exercises.

Our discussion of the differences between the thinking of political elites and public opinion will examine elements of political strategy within issue management. The role of local media in developing political awareness will be examined and the potential differences in information supply available to the public will be considered. An examination of the strategies and techniques for the development of political messages will involve positive and negative themes, spin control, word choices and imaging for candidates and issues campaigns.

Required Text:

Paul, Bill. __Future Energy: How the new oil industry will change people, politics, and portfolios.__ New Jersey: John Wiley & Sons, Inc., 2007.

Todos, Petru with Ion Sobor, Dumitru Ungureanu, Andrei Chiciuc and Mihai Plesca. __Renewable Energy: Feasibility Study.__ UNDP Moldova: Cartdidact, 2002.

Suggested Additional Resources: (Professor will make available in classroom if not accessible online)

Congressional Research Service, Library of Congress. __Resolved: That the Federal Government should control the supply and utilization of energy in the United States. A collection of excerpts and bibliography relating to the intercollegiate debate topic, 1973-74. Pursuant to Public Law 88-246.__ (House Document No. 93-196) Washington, D.C.: Government Printing Office, 1973.

Congressional Research Service, Library of Congress. __Nuclear Safeguards: A Reader. Report prepared for the Subcommittee on Energy Research and Production transmitted to the Committee on Science and Production.__ Washington, D.C.: Government Printing Office, 1983.

International Association for Energy Economics. __The Energy Journal__ Cleveland, OH: Energy Economics Education Foundation, Inc., various issues. [|www.iaee.org]

Moorhouse, John C., editor. __Electric Power: Deregulation and the Public Interest.__ San Francisco, CA: Pacific Research Institute for Public Policy, 1986.

Plummer, James L. and Susan Troppman. __Competition in Electricity: New Markets & New Structures.__ Arlington, VA and Palo Alto, CA: Public Utilities Reports and QED Research, Inc., 1990.


 * To Blog or Not To Blog, That IS The Question…**

The processes of communications and information delivery in which all political organizations must engage will be surveyed. Skill development will include learning when and how to use specific tools such as press releases, action memos, issue briefings, speech writing, briefing books and policy papers. The role of the communications director, implementation of a coordinated strategy for external communications in political organizations, the use of earned and unearned media, paid advertising and alternative message delivery processes will be examined. The role of spin control and candidate “handling” will be discussed and its potential for assisting decision making within the political process will be studied.

Required Texts:

Beard, Adrian. __The Language of Politics__. London, England: Routledge, 2000.

Brader, Ted. __Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media and Public Opinion.)__ Illinois: University of Chicago Press, New Ed edition, 2006.

Suggested Additional Resources: (Professor will make available in classroom)

Strunk and White, __The Elements of Style, 3rd Edition__. New York: MacMillian Publishing Co., Inc., 1979.

Turbian, Kate __MLA Style Manual__


 * SCHEDULE OF JULY COURSE WORK**


 * Lost or Paradise Found?**

The objectives of problem solving and strategy alternatives will be described for students to begin to integrate the research skills and political techniques necessary to define political objectives and develop appropriate strategies to accomplish the set objectives. The development of abilities to create problem definition and then resolution of political problems for campaigns, political organizations, and institutions will address the scope of political management skills necessary to successful political action.

Required Reading:

Heath, Chip and Dan Heath. __Made to Stick: Why Some Ideas Survive and Others Die.__ New York, NY: Random House, 2007.


 * What a Difference a Youtube Makes…**

Development of strategies for ending a “media crisis” and responsive tactics for handling press inquiries, gaffes or scandal will be examined. The dynamics of crisis situations and “defining moments” in electoral, legislative and public policy campaigns will be examined to assist students in developing tools and techniques for predicting, identifying, isolating, averting, management and capitalizing on such situations.

Required Text:

Mack, David. __Going Dirty: The Art of Negative Campaigning.__ Lanham, MD: Rowman & Littlefield Publishers, Inc., 2006.


 * The Making of an American Idol…**

We will study the dynamics of issues including their origin and design from public opinion polls, attitude and other qualitative research to explore the process by which citizens obtain information and make decisions about political issues. This discussion will also explore the range of methods for influencing those decisions. Public opinion polling, voter behavior studies, market surveys and attitudinal change studies will be presented to examine the foundations and implications for public opinion on political strategy. The use of focus groups and interviews for formulating campaign and issue management plans will be evaluated, and theories of interpretation of qualitative data and its relationship with quantitative data will be explored.

McCombs, Maxwell. __Setting the Agenda: The News Media and Public Opinion__. Malden, MA: Blackwell Publishing Inc. 2004.

Suggested Additional Resources: (Professor will make available in classroom)

Jamieson, Kathleen Hall and Paul Waldman, __The Press Effect: Politicians, Journalists and the Stories That Shape the Political World.__ New York: Oxford University Press, 2003.

Graber, Doris A. “External Communication: The Public Relations Face” __Public Sector Communication: How Organizations Manage Information__. Washington, D.C.; Congressional Quarterly Inc., 1992, pp. 239-281.

Bailey, Michael A., Ronald A. Faucheux, Paul S. Herrnson, and Clyde Wilcox (editors). __Campaigns & Elections: Contemporary Case Studies__. Washington, D.C.: Congressional Quarterly, Inc., 2000.


 * Money is the Mother’s Milk of Politics…**

Discover how state legislative bodies, regulatory agencies and the press consider the regulation of campaign cash and monies which pay for messages today. Is “free” speech a regulated practice? California’s own Proposition 34 (and more) had ramifications for both major political parties’ contributions to the Governor’s race and state legislative seats. Federal legislation known as Shays-Meehan and McCain- Feingold (BCRA) affects the control of Congress. Find out why Presidential campaigns eschew federal funding. It is paramount to know the “rules of the game” and for players to know and to follow ‘the rules.’

This course will discuss the design and implementation of campaign finance laws affecting the influence of public thinking about a particular policy issue or candidate including who pays for what, laws which govern various communication mediums and the academic scholarship, legislation and conventional standards which guide today’s political actors.

Required Text:

Smith, Rodney A. __Money, Power & Elections: How Campaign Finance Reform Subverts American Democracy__. Louisiana: Louisiana State University Press, 2006.

Suggested Additional Resources: (Professor will make available in classroom)

Bauer, Robert F. __More Soft Money Hard Law (The Second Edition of the Guide to the New Campaign Finance Law)__. Washington, D.C.: Perkins Coie, 2004.

Corrado, Anthony and Thomas E. Mann, Daniel R. Ortiz, Trevor Potter. __The New Campaign Finance Sourcebook.__ Washington, D.C.: Brookings Institution Press, 2005.

Fair Political Practices Commission. __Political Reform Act as Amended__. Sacramento, CA: State of California, 1995.

Code of Federal Regulations (CFR) including Federal Elections and Federal Election Commission, current. http: //ecfr.gpoaccess.gov/cgi/t/text//

=Adjunct Professor’s Resume=

Dora Kingsley is a practitioner of public policy through the American political system. An Adjunct Professor at USC’s Sacramento Center, School of Policy, Planning and Development, she has taught graduate courses in political management and public administration for nearly fifteen years. Dr. Kingsley is an elected lifetime Fellow of the National Academy of Public Administration, an independent organization chartered by Congress to help public organizations’ strategic planning and managing for results.

Kingsley has twenty five years’ experience working with federal, state and local government advising senior decision makers on governance and public policy initiatives. As CEO of Trenton West, a firm she founded in 1995, Dr. Kingsley has advised Governors, Attorney Generals and other statewide Constitutional officeholders, U.S. House of Representatives’ leadership, senior Party officials and major donors. Dr. Kingsley served President George W. Bush for five years as Senior Advisor for his 2000 and 2004 California Campaign Chairman, University of California Board of Regents Chairman Gerald L. Parsky. She was Director of the California Republican National Convention 2004 Delegation and has participated in six national Presidential nominating conventions, four times as a California Delegate. A frequent keynote speaker and provider of seminars nationwide for elected officials, staff and volunteers in opposition research, targeting and strategic campaign management, Dr. Kingsley has long been a volunteer leader in local and state organizations including service as President of Oak Hills Academy (Charter) Board of Trustees, her neighborhood homeowners’ association and other activist organizations.

Kingsley holds a Bachelor of Arts degree from the University of California, Davis in Rhetoric; a Masters degree in Public Administration from the University of Southern California (USC) specializing in Inter-governmental Management; and earned her Doctorate degree in Public Administration from USC with an emphasis on political communications, public policy, federal management systems and national security.

You may contact Dr. Dora Kingsley most often at her research firm, Trenton West ([|www.trentonwest.com]) (Phone: 916-444-7313; FAX 703-979-5806) or through USC’s Sacramento Center (Phone: 916-442-6911; FAX: 916-444-7712; and via e-mail: drdora@trentonwest.com). You are welcome to contact her before or after class sessions.

Please Note that students must not give gifts to faculty or staff. If given, USC administrators must dispose of them.**

Any student requesting academic accommodations based on a disability is required to register with Disability Services and Programs (DSP) each semester. A letter of verification for approved accommodations can be obtained from DSP, Office of Student Affairs, STU 301; University of Southern California; Los Angeles, CA 90089-0896. The phone number of DSP is 213-740-0776, and that office is open from 8:30 am to 5:00 pm Monday through Friday. Please be sure that the letter is delivered to me (the course professor) reasonably before or at the start of this intensive semester class.


 * UNIVERSITY OF SOUTHERN CALIFORNIA**
 * School of Policy, Planning and Development**
 * Updated Assignment THREE a/o June 24, 2007**

Public Administration (PPD) 656 Summer 2007 INSTRUCTOR: Dora Kingsley, D.P.A. Additional Contact Number: 916-444-7313 E-mail address: //drdora@trentonwest.com// Snail mail: 1101 30th Street, N.W. Suite 500, Washington, D.C. 20007
 * //POLITICAL MANAGEMENT: THEORY AND APPLIED TECHNIQUES//**

3. Prepare a written communication plan in the form of a briefing book. Write to either a Democrat or a Republican Presidential Candidate’s – name the candidate explicitly - campaign in your capacity as the newly hired Communications Director for their primary election 2008 effort. Pick one or two from the following philosophical approaches to solving the current U.S. energy dilemma: mandates, incentives, sustainability, and/or independence to narrow and focus your campaign’s energy policy proposal/s thus writing a briefing book to communicate some optional policy or political action plans concerning federal energy policy. Your briefing book documentation will be enhanced by explicit acknowledgement of (a) Political problem definition as it will be applied by your campaign to energy availability, (b) Policies and legislative proposals supported previously by your principal (including specific fuels, pending legislative proposals, and stated fiscal framework for funding), (c) Coalition partners to be recruited and (e) Implementation barriers to success or rather expected opposition and rebuttals.

Assignment: A briefing book approximately 12-15 pages in length should be prepared to include a cover or transmittal memorandum to your target audience, plus topical (issue) information including (1) background statement, (2) policy proposal, and (3) your recommended course of action and (4) an ‘expected’ impact statement or what you hope to accomplish on behalf of the campaign. This assignment is due at 9:00 a.m. on the first day of the second intensive or Thursday, July 20, 2007. Post your briefing book online to the class wiki-ppd-ea no later than noon on that day as well. There will be no exceptions to this deadline.

NOTE: As with all graduate level work, original source materials must be appropriately cited, please include footnotes, endnotes and citations as necessary for all documentation. New source materials will most likely need to be found in addition to utilizing the bibliographic references developed by the class as a whole during the first intensive. Heavy reliance on background references and expert recommendations is sufficient as documentation as long as the original materials are available for review in class. Since the ‘real world’ does not usually recognize double spaced submissions; but graphics, visual aids and key elements of design may enhance your persuasive arguments, you are encouraged to be creative in the format of your presentation.


 * UNIVERSITY OF SOUTHERN CALIFORNIA**
 * School of Policy, Planning and Development**
 * Updated Assignment FOUR a/o July 22, 2007**

Public Administration (PPD) 656 Summer 2007 INSTRUCTOR: Dora Kingsley, D.P.A. Additional Contact Number: 916-444-7313 E-mail address: //drdora@trentonwest.com// Snail mail: 1101 30th Street, N.W. Suite 500, Washington, D.C. 20007
 * //POLITICAL MANAGEMENT: THEORY AND APPLIED TECHNIQUES//**

4. Prepare a written campaign plan to leverage your proposed energy policy to gain additional support for your candidate. Write to either a Democrat or a Republican Presidential Candidate’s – name the candidate explicitly - campaign in your capacity as the newly hired issues and coalition director for their general election 2008 effort. Focus your campaign’s energy policy proposal by writing a plan to communicate policy or political action plans steps which will create a wedge of support for your candidates’ advantage and against your opponents’. Your plan must include a communications roll out schedule plus enough policy specifics and/or documentation which will enhance an explicit acknowledgement of (a) political problem definition as it will be applied by your campaign to energy availability, (b) policies and legislative proposals supported or opposed previously by your principal and the opposition, (c) target audiences in vote rich or prospective donor categories, (d) implementation barriers to success or rather expected opposition and rebuttals with an (e) explicit acknowledgement of external forces like the War in Iraq or the potential for a “Swift Boat” attack upon your candidate/campaign. Careful and detailed attention must be paid to (f) logical (in)consistencies, (g) image and appropriateness of message as well as (h) the potential liabilities which will be contained or exposed by your strategic proposals.

Assignment: A strategic campaign plan of approximately 12-15 pages in length should be prepared to include a cover or transmittal memorandum to your target audience, plus topical information sufficient to support your assertions for each of the requirements above (a-h). Your hard copy submission but be postmarked on or before August 14th, 2007 and should best be sent to the Washington, D.C. address above. Please post your campaign plan online to the class wiki-ppd-ea no later than noon on Tuesday August 14th as well. There will be no exceptions to this deadline.

NOTE: As with all graduate level work, original source materials must be appropriately cited, please include footnotes, endnotes and citations as necessary for all documentation. Feel free to interview campaigns and consultants to glean ideas and to test your messages but be sure to include their assistance with a noted citation. Since the ‘real world’ does not usually recognize double spaced submissions (and single spaced is even worse); graphics, visual aids and key elements of design may enhance your persuasive arguments, you are encouraged to be creative in the format of your presentation.