The Effectiveness of the Political Consultant as a Campaign Resource

Abstract

Professional political consultants have acquired a mythic ability to single-handedly deliver victory for their client-candidates. Yet, among political scientists, factors other than consultant use appear to explain the difference between electoral success and failure. To this point, however, little quantitative work has been done to measure the impact political consultants have on American elections. In this article I will examine the relative influence political consultants and financial support from the political parties can have upon U.S. House elections.Definitions and DataFor my purposes, a political consultant is anyone who worked in two or more congressional and/or statewide campaigns during the most recent campaign cycle, was among the highest grossing consultants in his/her field, or was a member of the American Association of Political Consultants. This operationalization is based on Larry Sabato's definition of a political consultant as “a campaign professional who is engaged primarily in the provision of advice and services (such as polling, media creation and production, and directmail fundraising) to candidates, their campaigns, and other political committees.” Noting that not every campaign staffer who is paid for his/her work qualifies as a consultant, Sabato narrowed the category of professional political consultants to “the relatively small and elite corps of interstate political consultants who usually work on many campaigns simultaneously and have served hundreds of campaigns in their careers” (1981, 8). The operational definition employed here focuses attention on only those campaign operatives who are “political consultants” in the most meaningful sense of the phrase.