Win the Right Way: How to Run Effective Local Campaigns in California

Candidates don't have to sling mud to win. This state-of-the-art guide combines the latest research on voter attitudes from UC-Berkeley's Center for Campaign Leadership with advice from leading campaign strategists on how to run clean, honest, effective campaigns for public office in California. Rather than echo the conventional wisdom that negative campaigning works, this guide shows candidates how to plan a campaign, build an effective organization, develop and deliver a clear and compelling message, and mobilize voters on election day -- all in a way that promotes public trust in both the candidates and the offices they seek.