Running For Local Office For Dummies

Dan Gookin is an author, online instructor, and a fiscal conservative yet socially liberal politician who believes his first duty as an elected official is to protect your rights.

• Introduction 1About This Book 1Foolish Assumptions 2Icons Used in This Book 3Beyond the Book 3Where to Go from Here 3Part 1: Hail, Future Caesar 5Chapter 1: Who Runs for Public Office 7To Be a Politician 7Avoiding public office altogether 8Understanding who wins elections 9Having thick skin 9Resisting conformity 10The Ideal Candidate 11The Political Type 13Understanding why people run for office 13Becoming one of them 14Accept the Results 15Chapter 2: Local Office Choices 17Political Hierarchy 17Local Office Options 19Exploring political divisions 19Selecting a seat 20Knowing your taxing districts 21Choose an Office 22Letting the office find you 22Making a good fit 22Partisan Effects 23Running along party lines 23Avoiding partisan politics 24Chapter 3: Other Ways to Get Involved 25Boost Your Public Résumé 25Building your reputation 26Becoming a community leader 26The Activist and the Gadfly 27Underestimating the gadfly 27Becoming an activist 28Joining a party 29Stay Behind the Curtain 30Knowing the power players 30Becoming an influential person 30Part 2: Before You Run 33Chapter 4: Know Yourself 35Some Vital Questions 35Asking family and friends 36Knowing your public exposure 36Discovering your abilities 37Reaching your goal 38Explore Your Past 39Remembering what you’ve done 39Dealing with potential issues 41Sell Yourself 42Believing you can do it 42Acting the part 43Dressing the part 44To Become a Public Person 45Being available 45Making new friends and contacts 46Cutting short a boring conversation 47Chapter 5: Research the Position 49The Obligations of Holding Office 49Knowing the basic requirements 50Exploring other responsibilities 51Fit the Job into Your Schedule 52Study the Issues 52The Players 53Recognizing the cast and crew 54Making the rounds 55Identifying other people to know 55Chapter 6: Consider Your Competition 57Meet Your Opposition 57Finding possible opponents 58Building a list of potential candidates 58Doing a SWOT analysis 59The Street Fight 60Having too many opponents 60Categorizing your opposition 61Dropping out 62The Formidable Foe (an Incumbent) 62Studying the incumbent’s record 63Reviewing the organization’s unpopular decisions 63Experiencing the perfect political storm 63The Agony of Running Unopposed 64Slates 64Understanding a slate 65Being slated against your will 65Chapter 7: Know the Voters 67Behold: Voter Data! 67Running the local election 68Gathering election data 68Preparing your lists 70Purging the lists 72Obtaining ongoing voter data 73The Fickle Electorate 73Accepting the truth about voters 74Dealing with unholy partisanship 75Becoming the preferred type of elected official 75Chapter 8: Ready to Run 77When to Start? 77Knowing the election type and style 78Creating a campaign calendar 79Starting early 80The Announcement 81Creating a press release 82Staging an announcement event 83Get Your Answers Ready 84Memorizing important answers 84Avoiding awkward answers 85Election Registration 86Understanding the qualifications for office 86Filing the forms 87Commit Your Time 88Part 3: The Campaign 89Chapter 9: Gather Your Assets 91People to Help You 91Finding required people 92Using a campaign manager 93Obtaining other important people 93Recruiting volunteers 94Your Message 95Honing a message 95Updating your bio 96Avoiding meaningless mush 96Making promises 97Endorsements 97Contact Lists 98Chapter 10: Your Campaign Brand 101Marvelous Marketing Mavens 102You are the Product 102Generating name recognition 102Creating written material 103Taking campaign photos 104Magic Marketing Material 105Building a brand 105Creating the traditional handouts 106Considering other printed material 108Chapter 11: Money Stuff 111Campaign Finances 112Creating a spreadsheet 112Receiving cash and checks 113Taking in-kind donations 114Getting online payments 114Setting your funding goal 115Money to Spend 116Discovering how much things cost 116Wasting money 118The Secret to Raising Money 119Doing background work 119Asking for money 120Working through a rejection 121Strategies for Fundraising 122Putting on a meet-and-greet 122Visiting organizations 123Funding yourself 124Finance Reports 124Knowing the law 125Dealing with campaign finance problems 126Chapter 12: Communications 127Connect with Your Audience 127Using social media 128Sending direct mail 129Making some yard signs 133Writing letters to the editor 136Going door-to-door 137Attending forums and debates 138Writing press releases 140To Go Negative 142Understanding “going negative?” 142Accepting that some people don’t like you 143Unleashing your wrath 144Preparing your defense 145Chapter 13: The Campaign 147Your Campaign’s Number-One Employee 148Taking on a full-time job 148Clearing your calendar 148Making those calls 149Putting your volunteers to work 149Not One, but Two Elections 150Running in the primary and general elections 151Addressing the absentees 151Working the general election 152Stuff Happens 154Enduring a major screw-up 154Dealing with a family emergency 155Down to the Wire 155Chapter 14: Election Day 157Get Out the Vote 158Rules About Election Day 158Plan Your Victory Party 160The Aftermath 161Accepting a loss 161Dealing with a win 162Agonizing over close elections 162Why Not Try Again? 163Part 4: In Office 165Chapter 15: Know the Law 167Orientation 167Rules 168Knowing the code 169Visiting your paid expert 170Conflicts of Interest 171Determining a conflict of interest 172Dealing with a conflict 172The Quasi-Judicial Role 174Becoming judge and jury 174Avoiding ex parte communications 175Your Role 176Serving the public 176Accepting limitations on your infinite power 177Making policy versus administrative roles 178Cooperation 179Chapter 16: Public Service 181The Staff 181Knowing who’s who 182Assigning department liaisons 183Interacting with staff 183Avoiding surprises 184Members of the Public 185Serving your constituents 185Following through 186Public Communications 187The Press 187Developing a positive relationship with the media 188Tossing a reporter a bone 188Being caught off guard 189Your Behavior in Public 190Chapter 17: At a Public Meeting 191Transparency 191Keeping the public’s business public 192Creating a paper trail 193Excluding items from the public 194Disclosing conflicts and recusing yourself 195The Public Meeting 195Setting the agenda 196Conducting yourself during a meeting 198Attending workshops 199Concerned Citizens Want to Be Heard 200Holding public comment 201Dealing with upset people 201Your Public Record 203Chapter 18: Decisions: Who to Tick Off? 205The Same Ol’ Same Ol’ 205Homework for Every Decision 206That “Difficult Decision” 207The Vote 208Chapter 19: Your Reelection 211The Glory of Incumbency 211Taking advantage of your advantage 212Understanding why voters keep incumbents 212Reapplying for the same job 213Your Reelection Strategy 213Touting your public record 214Being an active candidate 214Term Limits 215Groom a Replacement 216Part 5: The Part of Tens 219Chapter 20: Ten Common Campaign Mistakes 221Not Raising Money 222Spending Money Early 222Misspending Money 223Not Showing Up 223Not Tracking Finances 223Mistreating Staff and Supporters 224Arguing with Idiots Online 224Not Using Volunteers 225Getting Facts Wrong 226Going Negative 226Chapter 21: Ten Ups and Downs 229Up and Down: Polls 229Up: Money Comes In 230Down: Press Coverage 230Up: Unexpected Support 231Down: Your Opponent is Doing Well 232Up: You See an Effect 232Down: Stress 233Up: Positive Feedback 233Down: No-Shows 234Up: You Did It 234Chapter 22: Ten Frustrations of an Elected Official 235Staff Offers Yes–No “Decisions” 236Electeds Kowtow to Staff 236Electeds Keep Congratulating Staff 237The Whole “Sir” Thing 238Out of the Loop 238Someone Punts 239When Peers are Obviously Unprepared 240People Who Suck the Air Out of the Room 240Subcommittee Overload 241Experts to Ignore 243Index 245