how to run election campaign
TRANSCRIPT
Balochistan University of Information Technology,Engineering, AndManagement Sciences
TERM PAPER
“How to Run Election
Campaign”In
PROJECT MANAGEMENT
Submitted To;Engg. Aamir Mahmood
Prepared By;Hafiz Mohammad IdreesSadaf Afzal Awan &Aamir Mahmood Shaikh
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Department Of Management Sciences
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ACKNOWLEDGEMENTSACKNOWLEDGEMENTS
We have no word at our command to express
our deepest sense of gratitude and innumerous
thanks to the most beneficent, the most
compassionate and the most gracious ALMIGHTY
ALLAH, whose bounteous blessing and exaltation
flourished our thoughts and thrived our ambition to
have the cherish fruit of our modest efforts in form
of this manuscript from the blooming spring of
blossoming knowledge.
We feel highly privileged to ascribe the most
and ever burning flame of gratitude and deep sense
of devotion to our estimable teacher:
Mr. Aamir Mahmood under whose auspices we
took in stride the completion of our term paper. His
thorough analysis and rigorous critique improved
not only the quality of this term paper, but also our
overall understanding of the project management.
We are grateful to their ever inspiring guidance,
keen interest, scholarly comments, scholastic and
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constructive suggestion and polite behavior through
out the course of our research.
No Table of Contents Page
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Introduction…………………………….…………………………..............
Elections in Pakistan …………………………………................................
2.1 Elections to the National Provincial Assemblies………………….......
2.2 Election to the Senate…………………………....................................
2.3 Qualification for the membership of Parliament and Provincial
Assemblies…...………………………………………………..………
2.4 Qualification of a Voter……………………………………..….……..
Introduction of Candidate…………………………………….…….…….
3.1 Candidate Qualification………………………………….…….……...
3.2 Candidate Nomination / Registration for Election……........................
Election Campaign…………………………………………………………
4.1 Scope of the Project……….………………………………………….
Creating Project Team……………...……………………………………..
Project Priorities……………..……………………………………..……...
Process of Election Campaign…………………...………………………..
7.1 Election Planning……………..……………………………………….
7.2 Financing and Fund raising…………………………………………...
7.3 Campaign Office………………………………………………………
7.4 Calendars……………………………………………………………...
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7.5 Team meetings………………………………………………………...
7.6 Election Rules…………………………………………………………
7.7 Campaign Workers……………………………………………………
Canvassing…………………………………………………………….........
8.1 How will we canvass during Election?..................................................
8.2 What will we say to people when we are canvassing?..........................
Candidate Presentation……………………………………………………
9.1 Public Speaking……………………………………………..………...
9.2 Deal with Media………………………………………………..……..
Advertising……………….…………………………………..…………......
10.1 Effective Advertising Methods………………………………………
10.2 Print Advertising……………………………………………………..
10.3 Media Advertising...............................................................................
Election Day……………………….……………………………………….
Work Breakdown Structure………………………………………………
12.1 Activity on Branch…………………………………………………..
12.2 Earliest Occurrence Time……………………………………………
12.3 Least Occurrence Time………………………………………………
12.4 Calculation of Slack for each Activity……………………………….
12.5 Calculation of Critical path on Network Diagram…………………...
12.6 Calculation of Activity Floats………………………………………..
Limitations………………………………………………………………….
References……………………………………….........................................
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Introduction
“Politics is as old as humankind and is not limited to democratic or governmental
institutions. In democracies, political campaigns often refer to electoral campaigns,
wherein representatives are chosen or referenda are decided”.
Election procedure allows members of an organization or community to choose
representatives who will hold positions of authority within it. The most important
elections select the leaders of local, state, and national governments. The decision that
who will govern at these levels serves as an opportunity for the public to make choices
about the policies, programs, and future directions of government action.
Political Campaign is an essential part of Elections. Campaign is an organized
effort which to influence the decision making process within a specific group. Without a
campaign candidate can not make people to support him. Through campaign we present
our candidate in Public. Candidate Presentation is a very important aspect of
campaigning as many voters, even those who disagree with our candidate or party on
certain issues, may vote for us if the candidate is confident, knowledgeable about the
issues, considerate of others, inclusive, honest, ethical and sincere.
In this term paper we will follow certain steps of an Election campaign for our
candidate. This paper covers the method of running an Election campaign in step by step
manner. We are going to run an election campaign for M.Hafiz Idrees, who belongs to
Pakistan Muslim League Nawaz (PML N). He is a candidate from PB-3, Quetta. Our
deadline for this campaign is February 17, 2008, since regulations laid down by ECP call
for termination of election campaign one day before the elections on 18 th of said month.
Project will be financed by party supporters like businesses, unions, family members,
individual supporters, religious groups and associations.
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Elections in Pakistan
The Election Commission of Pakistan was created on 23rd March 1956 under the
Article 137 of the Constitution of 1956 with the Chief Election Commissioner as its head.
The first Chief Election Commissioner was appointed on 25th June 1956. Officially a
federal republic, Pakistan has had a long history of alternating periods of electoral
democracy and authoritarian military governments. Militry presidents include General
Ayub Khan in the 1960s1, General Zia ul Haq in 1980s2, and General Pervez Musharaf
from 19993. However, most heads of state and heads of government in Pakistan have
been elected civilians.
The Election Commission of Pakistan is an independent and autonomous
constitutional body charged with the function of conducting transparent, free, fair and
impartial elections to the National and Provincial Assemblies. The holding of elections to
the office of the President and the Senate are, however, the functions of the Chief
Election Commissioner. Under the existing laws the conduct of Local Government
Elections is also the responsibility of the Chief Election Commissioner.
The Parliament of Pakistan consists of the President and two Houses known
respectively as the Senate and National Assembly. The Senate consists of 100 Members
including 17 Seats reserved for Women and 17 Seats reserved for Technocrats and
Ulema. The National Assembly consists of 342 Seats including 60 seats reserved for
Women and 10 Seats reserved for minorities. The Members of the National Assembly are
elected for a term of 5 years whereas the Members of the Senate are elected for a term of
6 years with staggered elections every 3 years.
Election to the National/Provincial Assemblies
Members of the National Assembly and Provincial Assemblies are elected by
direct voting in a constituency on first-past-the-post system through a secret ballot. A
candidate, who obtains the highest number of votes in a constituency, is declared elected
1 Ayub Khan, Muhammad (1907-1974), president of Pakistan (1958-1969).2 Zia ul-Haq, Muhammad (1924-1988), strongman-president of Pakistan (1978-1988)3 Musharraf, Pervez (1943- ), army general and chief executive of Pakistan who ousted Prime Minister Nawaz Sharif in a bloodless coup on October 12, 1999
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as a Member of National or a Provincial Assembly. The constituency-wise detail of seats
in the National Assembly and Provincial Assemblies is as under:-
Table 1.1 NATIONAL ASSEMBLY
NUMBER OF SEATS
Province / AreaGeneral
Seats
Seats reserved forTotal
Non-Muslims Women
Federal Capital 2
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Punjab 148 35 183
Sindh 61 14 75
NWFP 35 8 43
FATAs 12 -- 12
Balochistan 14 3 17
Total: 272 10 60 332+10=342
Table 1.2 PROVINCIAL ASSEMBLIES
NUMBER OF SEATS
Province / AreaGeneral
Seats
Seats reserved forTotal
Non-Muslims Women
Punjab 297 8 66 371
Sindh 130 9 29 168
NWFP 99 3 22 124
Balochistan 51 3 11 65
Total: 577 23 128 728
The Seats in the National Assembly are allocated to each Province, the Federally
Administered Tribal Areas (FATAs) and the Federal Capital on the basis of population in
accordance with the last preceding Census officially published.
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Members to the Seats reserved for Women and Non-Muslims, are elected in accordance
with law through proportional representation system of political party’s lists of
candidates on the basis of total number of General Seats secured by each political party in
the National Assembly or a Provincial Assembly.
Election to the Senate
The Senate consists of 100 members, of whom 14 members are elected by each
Provincial Assembly, 8 members are elected from Federally Administered Tribal Areas
(FATAs) by the Members of National Assembly from these areas, 2 members, 1 woman
and 1Technocrat is elected from the Federal Capital by the Members of National
Assembly, 4 women and 4 Technocrats are elected by the members of each Provincial
Assembly. The breakup of seats allocated to each Province, Federally Administered Tribal
Areas (FATAs), Federal Capital, Women and Ulema/Technocrats, is as under:
Table 1.3 SENATE
NUMBER OF SEATS
Province / AreaGeneral
Seats
Seats reserved forTotal
Women Technocrats and Ulema
Federal Capital 2 1 1 4
Punjab 14 4 4 22
Sindh 14 4 4 22
NWFP 14 4 4 22
FATAs 8 - - 8
Balochistan 14 4 4 22
Total: 66 17 17 100
It is the responsibility of the Chief Election Commissioner to hold and make
arrangements for the Senate elections in accordance with the system of proportional
representation by means of a single transferable vote through electoral colleges.
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The term of the members of the Senate is 6 years. However, the term of the first group of
the Senators, who shall retire after completion of first 3 years of the Senate, is determined
by drawing of lots by the Chief Election Commissioner.
Qualification for membership of the Parliament and Provincial
Assemblies
A person who is a citizen of Pakistan, is enrolled as a voter in any electoral roll
and in case of National/Provincial Assemblies is not less than 25 years of age and in case
of Senate not less than 30 years of age, is of good character and is commonly known as
one who does not violate Islamic injunctions, has adequate knowledge of Islamic
teachings and practices, obligatory duties prescribed by Islam as well as abstains from
major sin, is sagacious, righteous and non-profligate, honest and Ameen, has not been
convicted for a crime involving moral turpitude or for giving false evidence, and after
establishment of Pakistan has not worked against the integrity of the country or opposed
the ideology of Pakistan and is graduate, can contest the elections and become a member
of the Parliament or a Provincial Assembly.
Qualification of a Voter
A person, who is a citizen of Pakistan, is not less than 18 years of age on the first
day of January of the year in which the rolls are prepared or revised, is not declared by a
competent court to be of un-sound mind and is or is deemed to be a resident of an
electoral area, can get himself enrolled as a voter in that electoral area. The citizens
registered on the electoral rolls are only eligible to cast their votes.
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Introduction of Candidate
Our candidate, Hafiz Mohammad Idrees, 26, has been enrolled in electoral roll of
Quetta Cantt. He has adequate knowledge of Islam and abides by the limits of religious,
moral, ethical and societal values. He is intelligent, righteous and honest. He has no crime
record whatsoever as he is a steadfast believer in respecting the law of land. He is
contesting Elections for the seat of Provincial Assembly, Quetta district, PB-3 from on
the ticket of Pakistan Muslim League Nawaz Group (PML N).
Candidate’s Qualification
Candidate has done his graduation and post graduation from Balochistan
University, Quetta. He bears good moral character, and fulfills all the qualifications
required by Election Commission of Pakistan for an Eligible candidate.
Candidate’s Nomination/Registration for Election
Candidate has filed the Nomination papers for the seat of Provincial Assembly of
Balochistan. In his nomination papers, all his personal details including education,
sources of finance, political backgrounds etc. have been specified. The Candidate has
submitted the form to the Returning Officer on date 21st November 2007. After Scrutiny
of nomination papers by the Returning Officer, nomination papers were accepted and
electoral sign was allotted on 8 December 2007.
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Election Campaign
“A Political/Election campaign is an organized effort to influence the decision
making process within a specific group”. In particular the term refers to involving (or
trying to involve) mass participation with a particular issue, candidate or proposition,
most often through winning an election.
For our project we will follow these steps:
Step 1: Scope of the Project
The Message
Before an election campaign our candidate and election team have to decide on
the political message we want voters to understand. The message is a concise statement
saying why voters should pick a candidate.
The message has several parts as follows:
1. Vision
2. Goals
3. Platform
4. Voter’s Issues
5. Slogan
1. Vision
The candidate, campaign team and party or supporters must decide on what they
believe is important for the future of their community, region or country. What is the
overall goal?
As our society faces a rapid upswing in violent crime and an ever worsening
education system, we need leaders who will keep our streets safe and restore
accountability. Basic manifesto of Pakistan Muslim League Nawaz Group (PML N) is,
actualizing the founding vision of Pakistan, consisting of five-word slogan - knowledge,
justice, dignity, security, and enterprise (employment) - for all and a happy society. The
Motto is “We will make our country self reliant within the next 10 years”.
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2. Goals
After vision we must decide on how this vision can be reached. What action must
be taken to reach the vision? What are the short and long term steps towards this vision?
Nothing will happen overnight so we need to map out the path our party and/or candidate
will follow, if elected.
Our candidate and party may not have all the answers now, and it is OK to be
honest about that. Our candidate is not in power now so we cannot promise that what will
be our goals for achieving our vision. When candidate will be in power he will do work
according to available resources, so we should not promise to people for goals which
would not be achievable in those resources.
But voters want to know that we will seek solutions over time. So here our goal is
to ensure people that “when our candidate will be in power, he will work only for the
welfare of nation.”
3. Platform
We will then need to develop the more detailed plans that support our overall
vision and goals. This is called a “political platform”. It may not be possible to cover
every single area of community and regional life but in general we will want to spell out
our plans for voters to consider.
Like most Political platforms our platform will have information about: health
care, education, environmental issues, job creation, training programs for the
unemployed, economic development, priority for government spending, the roles of
public government and private business, land ownership and distribution, agriculture,
mining and forestry, social security (pensions, income support programs, unemployment
programs, social housing), governance and constitutional issues, public financing of
public services (i.e. taxation), infrastructure such as roads, hospitals and public utilities,
immigration, law enforcement, policing and citizen protection, the justice system,
military policy, Internal relations within the region/country, and external relations with
other regions/ countries.
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4. Voter’s Issues
The campaign team, and party or supporters, must also assess what is important to
voters and whether they agree with all the voter’s issues or not. The combination of
voter’s issues and our group or party’s vision, goals and platform will form the overall
campaign message.
5. Slogan
Overall campaign message is reworked into a campaign slogan which easily
identifies the party or group, and candidate, with voters. When the vision, goals and
platform are written in plain language on pamphlets with a picture of the candidate and
the slogan, all pulled together with eye catching layout and design. So we will use picture
of our candidate with slogan “We want peace” on our pamphlet. The electoral sign of
our candidate is “The Lion”.
Voters want to know that we have a clear plan in place. Even if they disagree with
aspects of our platform they may vote for us if they feel we have analyzed the situation
thoughtfully, designed workable solutions and have an open minded approach.
Step 2: Creating Project Team
Election Campaign Team
Keeping in view the scope of our project we will create a project team. A strong,
trained and committed team is always the political candidate’s biggest asset in an
election. The Election Campaign team are the people who formulate and implement the
strategy needed to win an election.
Our election team will include the following people:
1. The Candidate: A person who presents himself and his message to voters
2. A Campaign Manager: Responsible for overall organization, delegation of
work.
3. An Accountant/Treasurer: Responsible for the legal accountability of the
whole campaign including financial records, accounting and receipts, and he
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makes arrangements with official election bodies (usually this person is called
the "official agent”).
4. A Canvassing Manager: Organizes the personal door to door and public
canvassing of voters, delegates canvassing jobs to other volunteers.
5. The Advertising Manager: Organizes the radio and TV ads and the signs,
brochures and print message of our campaign.
6. An Election Day Organizer: Organizes volunteers to work Election Day to get
our identified supporters to the polls and to track results to make sure all our
identified supporters have voted.
7. Campaign Workers: Go with the candidate, or on their own, to visit voters and
present their candidate’s viewpoints and strengths, work on the advertising
campaign, fundraise money, help with accounting, prepare and send out
information about our candidate, make signs and posters, get supporters to the
polls on voting day, prepare food for campaign workers, and many other jobs.
How can we keep the Campaign Team motivated?
Campaign workers get tired and the election is another responsibility in their
already busy lives. To keep them motivated, we will match their campaign jobs to their
own schedule and interests; always support them by phone and in person as they work.
Candidate and campaign manager will keep this team functioning as smoothly as
possible despite personal differences. They will also ensure that the team meets at regular
times during the day (or once a week) before and during the campaign. The most
important way to motivate the team is to thank people for their hard work.
Campaign has very short time so these jobs have to be done quickly and
efficiently. We will approach to helpers who are good organizers and problem solvers. To
make team feel that all members are equally important, inform all team members of
decisions no matter how small. People get frustrated and stop working on the campaign if
they feel they are not listened to and included in the decision-making.
Most important is that even if things are not smooth the overall goal is to build a
team of committed people who can work together over a period of time. There will be
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more elections in the future and building a good base now may spell success later, if not
this time.
When we will have a strong team then the candidate, would concentrate fully on
meeting people, attending public meetings, listening and getting our message to voters.
Step 3: Project Priorities
In most of the projects it is necessary to compromise the performance and scope
of the project to get the project done quickly or less expensively. Same is the case in our
project, as it is an election campaign and we have time constraint for our campaign. As
elections are to be held on 18 February 2008 so we would compromise on cost but we
cannot compromise on scope of the project.
After understanding the nature of the priorities of the project we will increase our
budget to get the project done quickly and in better way.
Constrain: For our project original parameter is time and we must meet the completion
date. As there is no way to increase the time of project because election date has been
specified.
Enhance: Given the scope of the project, we can optimize the performance criteria.
Performance enhancing means adding value to the project.
Accept: Budget/cost criterion is tolerable not to meet the original parameter. So we will
go over budget of our project to complete it on time and to optimize performance.
Following figure shows the trade-offs among time, cost and performance for our
Election Campaign. Because time is most important and we cannot compromise on it so
it is constrain, and we will take advantage of opportunity to go over budget in order to
enhance the performance.
Figure 6.1: Project priority matrix for Election Campaign
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Time Performance Cost
Constrain
Enhance
Accept
Step 4: Process of Election Campaign
Election Campaign process starts after defining the team and its responsibilities.
We have certain steps to follow in this process.
Election campaign elements are:
1) Election Planning: Practical Issues
2) Canvassing
3) Candidate Presentations
4) Advertising
5) Election Day
1) Election Planning: Practical Issues
“It's never too soon to begin planning your political coverage.”
(Frank Wolff)
We have very little time to get your message across, and deal with the many unexpected
twists and turns, during this election campaign. As a result we must try to do as much
planning and preparation as possible before the election period begins.
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We will follow these tips for our Election Campaign:
1. Financing and Fundraising
2. Campaign Office
3. Calendars
4. Team Meetings
5. Election Rules
6. Campaign Workers
i. Financing and Fundraising
Candidates and their party, or supporters, usually raise money from those people
and organizations that support their vision, goals and platform. These organizations might
be: businesses, unions, family members, local individual supporters, religious groups,
associations and political party it self.
Our team will be frank with the people who support the candidate about the
amount of money we need. Accountant of team is responsible to make sure all donations
are recorded and give each donor a receipt. It is his duty to record the money that is
donated, give out receipts, keep accounts of debits and credits, make financial reports
available to election officials and the public, and liaise on these matters with the
Returning Officer.
The accountant/treasurer must know the financial rules as laid out by the electoral
body responsible for the election. Campaign team will organize a meeting to think of
ways to reduce expenses.
Cost Estimation for the Election Campaign
The amount candidates can spend on their election campaign is most often limited
under the regulations of ECP, for both National and Provincial assemblies separately. It is
a serious offence to exceed specified limit. But in this Election, Government has not
limited the expenses.
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Election expenses
Election expenses are the costs of publicity undertaken by a candidate that –
Encourages voters to vote for the candidate; or Discourages voters from voting for another
candidate or party.
Table 7.1 Items of Expenses which we counted towards Election
Expenses.
Item Expenses For Election Campaign Estimated Cost
in Rs.
1 Fees and allowances, including traveling expenses, paid to
agents and assistants engaged in election activities.
500,000
2 Costs incurred for meals and drinks for agents and assistants
before and on polling day
380,000
3 Costs incurred for design and production of election
advertisements such as:
(i) Banners
(ii) Signboards
(iii) Posters
(iv) Pamphlets
(v) Bumper Stickers
(vi) Brochure
(vii) Newspaper Ads
(viii) TV Advertising
(ix) Radio
800,000
4 Costs incurred for renting Campaign Office in connection with
the election campaign
20,000
5 Cost of stationery used in connection with the election
campaign.
10,000
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6 Operation costs in connection with the election campaign, e.g.
photocopying, hire of telephone line and fax line for campaign
office
15,000
7 Costs incurred for the hire of transport in connection with the
election
100,000
8 Costs incurred for publicity by vehicles 30,000
9 Costs incurred for election meetings, including venue charges 100,000
10 Costs of T-shirts, armbands, caps, etc and other identification
devices for election agents and assistants
50,000
Total Cost 2,005,000
Sources of Fund Raising for Election Campaign
A. Membership fee.
B. Allocation of party tickets.
C. Lobbying: The party workers lobby for fund from business groups, international
companies, and multinational etc.
D. Foreign funding: Overseas Pakistanis, interest groups.
E. Candidates him self and party.
F. Family members, local individual supporters, religious groups, associations;
organizations that support our vision, goals and platform.
i. Campaign Office
We will establish a campaign office. The office would be accessible to the public
so they can come in and get material about our candidate and his message.
Office would have a phone, fax line, computer and photocopier, if not, the
minimum equipment is chairs, desks or tables, lights, paper, pens, campaign information
and a phone. We will get few offices on rent and use several homes as well for campaign
office purpose.
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ii. Calendars
Calendars are very important in campaign process. That allows us to see the
entire month. With their help we can keep track of what we have and have not done. We
will use a large calendar, which can be put on the wall and written on, so everyone can
see them and make plans accordingly. We will mark on the calendars all the events like
debates, candidate forums, meetings and deadlines as well as the canvassing and
advertising schedule.
iii. Team Meetings
Team meeting is essential for a campaign to run smoothly. In this way all the
team members will meet each other and can discuss the further movements of team in
better way. Campaign team should meet as often as possible so everyone is pulling
together and planning together. Team meeting would be held thrice in a week, in party
office. Persons who would not be able to come in team meetings would be contacted
through phones. Team meeting is the way to inform all the team members about latest
questions and decisions.
iv. Election Rules
Mostly campaign team, and voters, has some confusion over the election rules,
even after they have heard them several times. The candidate, accountant/treasurer and
campaign manager must know these rules so they can keep the campaign on track.
Campaign manager would avoid time consuming problems and inform voters about the
election details when necessary.
Team manager will stay in touch with the electoral body running the election and
ask them for details and information about each rule. We will print the most important
election rules on our brochure. This information might include: election date, places and
times for voting; methods for getting on the voter’s list; proxy or advance voting (if
allowed).
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v. Campaign Workers
Having too many campaign workers is impossible. Team members will ask their
friends, family, co-workers, neighbors and other people who share our viewpoint if they
can help, even in a small way, on your campaign.
People will more likely to help if the campaign manager, give them a clear,
specific, time-limited job to do such as canvassing with the candidate every Tuesday
night. So it is the duty of Campaign manager that how he manages the schedule with
people’s every day activity, so they can easily help. Manager will thank campaign
workers no matter what their contribution may be.
Campaign workers will personally contact voters through canvassing, phone calls,
and building local events. Voter contact helps construct the campaign's voter file in order
to help better target voter persuasion and identify which voters a campaign most wants to
bring out on election day. Workers will also tasked with running local "storefront"
campaign offices as well as organizing phone banks and staging locations for canvasses
and other campaign events.
Campaign workers include:
Organizer : Organizer works to organise mostly the volunteers, that will be used to fill
out campaign events, contact voters, and ultimately to provide ground troops for election
day efforts.
Volunteer coordinator : He will be tasked full time with recruiting, retaining, and
scheduling volunteers.
General Field Staff : The lowest level of field staff, these paid workers generally do
direct voter contact full time as well as assisting the organizers.
GOTV coordinator : GOTV coordinator will plan the "Get Out the Vote" efforts. In
addition to voter persuasion and voter identification, field staff will provide information
for the campaign headquarters as to what is going on in the communities they work in.
Field staffers are the primary liaison between the campaign and local influentials such as
interest group leaders and prominent community activists. Field departments are also
primarily responsible for the local distribution of "chum" i.e. lawn signs, bumper stickers,
buttons, and other such materials.
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2) Canvassing
Canvassing refers to the practice, in most election campaigns, of approaching
voters in person, by phone and through the mail to solicit their support and votes.
Canvassing manager will organize the personal door to door and public canvassing of
voters, delegates canvassing jobs to other volunteers.
How will we canvass during an Election?
The candidate himself will go to meet as many people as possible by going to
their homes and to public places to hear their questions and suggestions, and to present
his vision, goals and platform. He will meet people at larger rallies, in public places such
as restaurants and at public meetings.
Candidates will go to as many homes as possible. It is best to visit homes with a
campaign worker who will take notes on the ideas, questions and concerns of voters.
These notes will help us to determine who is likely to vote for our candidate so we can
make sure their vote on Election Day. And the notes will also help us to plan the direction
of your campaign once it is underway.
What will we say to people when we are canvassing?
Candidate will introduce himself while meeting people. He will tell them that he
is the candidate for the seat of Provincial Assembly of Quetta District, constituency P-3.
He is taking part in Election from Pakistan Muslim League Nawaz Group (PML N).
He will explain his party’s vision, goals and platform. And candidate will make
sure to the people that he is the deserving candidate for this seat and will work for their
welfare. He will ask them if they have specific questions for him and if they would like a
visit from him, or more information. Candidate and other team members will give them
campaign information and inform them about any public meetings or rallies during the
election period. Team workers will also give them information about where and when to
vote, or help them get on the voter’s list.
Candidates and election campaign workers would not respond to aggressive
voters with hostility. Angry voters are unlikely to vote for us anyway so it is better to
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avoid unpleasant confrontations that could hurt our reputation. Just thank them for their
time, move on, and talk with more open minded voters.
Our candidate will not make election promises that are impossible to keep. If our
candidate wins, voters will remember these promises and accuse us of lying to them
during the election. This will not help us in future elections rather it will become hurdle
in future Elections.
PIG ( Persuade, Identify, Get out the vote)
PIG is an electoral canvassing technique, consisting of three steps:
i. Persuade
ii. Identify
iii. Get out the vote
Persuade: In which the team will convinces the public to support them—usually a
political party attempting to solicit votes.
Identify: This consists primarily of canvassing—identifying supporters, preferably
individually. In this step workers will indenty supporters of candidate.
Get out the vote: Commonly known as GOTV, this consists of polling day activity—
Team workers will call on identified electors to vote. GOTV includes telephoning known
supporters on the day of the election (or occasionally in the last few days before it to
remind them to vote, and providing rides to the polls to known supporters).
3) Candidate Presentation
This is a very important aspect of campaigning as many voters, even those who
disagree with our candidate or party on certain issues, may vote for us if the candidate is
confident, knowledgeable about the issues, considerate of others, inclusive, honest,
ethical and sincere.
Most voters are looking for someone who can lead, make fair decisions, have
problem solve efficiently and remain professional, even under pressure. Therefore, our
candidate’s general presence and approach to people would be calm, reasoned, attentive,
friendly and open.
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Public Speaking
Public speaking makes many candidates nervous. Therefore the candidate will
write out the speech ahead of time and practice delivering it while someone times him.
(Many debates and meetings will limit the time allowed to each candidate for both
delivering their speech, and answering questions.)
In general speeches sound better if they are not read from a sheet of paper. After
two or three speeches when candidate will feel more confident he might make a few
notes on a memo card, and talk freely about each point in turn. Talk slowly, look at the
audience and don’t worry about saying every last point when there is a time constraint.
Candidate will open and close his speech with statements about your overall vision and
goals for your community, region, tribal group or country.
In the body of speech candidate will direct his comments to the main concerns of
audience and will describe, how he and his party will address these concerns. He will also
include some appropriate information about himself and his qualifications for political
leadership. Speeches that include a lot of negative blaming, accusations and 'mud
slinging’ usually do not convince people to vote for you. Voters mostly want to hear
about solutions, and how their personal lives will improve with our platform and
leadership. They will not be impressed by a display of constant anger and fear
mongering. So our candidate will not blame the others in his speech rather he will try to
convince audience for vote, by ensuring them that he will work for their welfare.
Our team members will give printed material in public meetings; candidate will
mingle with the crowd before and after the rally, debate or meeting. Candidate will do
Rehearsal and practice for overcoming the fear of public speaking.
Deal with the media
Dealing with the media is another area of concern to most candidates. We will
follow the same policy with the media as we will do in public speaking. Candidate will
state our vision, goals and platform over and over again as he answer their questions and
will try to keep answers short and clear. Candidate will practice answering media
questions with friends and campaign workers before the election starts. Candidate will
use appropriate, friendly and inclusive humor in both public speaking and with the media.
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4) Advertising
Most governments and organizations have established clear guidelines for public
advertising during election campaigns. The campaign team must become familiar with
these rules. Within these boundaries we will present a convincing picture of our
candidate. Advertising manager will organizes the radio and TV ads and the signs,
brochures and print message of our campaign.
Effective Advertising Methods
Advertising is often the most expensive part of an election campaign. Campaign
team will assign certain workers for advertising campaign. Advertising campaign team
will use the following advertising methods:
1. Print Advertising
2. Media Advertising
Print Advertising
The most popular and commonly used type of advertising is print advertising. We
will mainly use this technique for advertising.
This includes:
Bumper sticker: A bumper sticker is an adhesive label or sticker with a message,
intended to be attached to the bumper of an automobile and to be read by the occupants
of other vehicles, although they are often stuck onto other objects. Most bumper stickers
are about 8 cm by 30 cm (3 in by 12 in) and are often made of PVC.
Bumper stickers are the easiest and the popular way of showing support for our
candidate. Due to the movement of the vehicle and changing weather conditions, the
sticker needs to adhere well to the bumper surface. We will use some "easy to remove"
bumper stickers and magnetic bumper stickers.
Brochures and Pamphlet: Brochures will be given out at doors and to individuals we
will meet at rallies, meetings and on the street.
Banner: We will use banners on the most popular places of our area.
Posters: Workers will put up posters on homes, allowable buildings or sign posts.
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Newspaper Ads: Campaign will place Ads on newspapers and newsletters.
Signs: workers will place signs on homes and allowable public spaces.
We will use good pictures of candidate to put on brochures, letters and posters. In
this way the voters can recognize our candidate properly. In addition, we will summarize
our vision, goals and platform and put them in language that is simple, clear and
convincing for brochures, posters, newspaper ads and signs.
Brochures provide more information than on posters, signs and newspaper ads so
this is where we put more information about candidate (personal information might
include his work history, education, family life and special interests). We will also put
campaign slogan or saying, on all brochures, posters, signs and ads that make our
candidate unique from other candidates and make people both remember candidate and
consider voting for him.
Media Advertising
Media advertising is very famous in our community so we will also avail this
aspect of advertising.
Radio and TV Advertising
Radio and TV advertising are the expensive sources of advertising. These will
have limited time in which to state our message. Keeping in view the limited time we will
write out our message ahead of time and candidate will read it slowly and clearly with
sincerity and confidence. In public our advertising will stay focused on one or two clear
messages that we have stated in vision and goal. Candidate will use similar language over
and over again. It may sound redundant, but voters will slowly pick our candidate out of
the crowd and remember him.
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5) Election Day
On the Election Day we will have a list of all those people who support the
candidate, from the notes the candidate and canvasser made at each door and event. If
these voters have phones the campaign manager would organize campaign workers to
phone them and urge them to vote on Election Day.
In addition, we will offer voters to drive them to the polls. If observers will be
allowed at the polling station they will phone back to the campaign office and report the
supporters who have voted. Then people in the campaign office would try and get the
remaining supporters to go and vote.
We will arrange radio and/or TV in the campaign office so the campaign team
would easily watch the results. Team manager will arrange refreshments for campaign
workers and supporters for the night the election results are coming in.
When the results are declared candidate will thank to everyone and give a small
speech talking about the importance of their efforts and the future of our party, campaign
or movement.
Step 5 : Work breakdown Structure (WBS)
Work breakdown structure is a hierarchical method that successively subdivides
the work of the project into smaller details.
Major Deliverables in our project are Election Planning, Canvassing, Candidate
presentations, and Advertising.
Detail of levels and the work breakdown structure is presented both in diagram
and table below:
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Figure 12.1 WBS
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Election Planning:
Practical Issues
Canvassing Candidate
Presentations
Advertising
In Person By phonePIG
Persuade Identify Get out the vote
Public Speaking
Deal with media
Debate Rallies
Media Advertising
Print Advertising
TV Advertising
Radio
Newspaper Ads
Brochure
Bumper Stickers
Posters
Pamphlet
Banners
Financing and
Fundraising
Campaign Office
CampaignWorkers
Calendars Team meetings
Political Party
Supporters
Family Member
s
Businesses
ReligiousGroups
Unions
Associations
Process of Election Campaign
Table 12.2: Work breakdown Structure (WBS) of Election Campaign
Coding for Level
Hierarchical BreakdownLevel
1
Level
2
Level
3
Level
4
1.0 Process of Election Campaign
1.1
1.2
1.3
1.1.1
1.1.2
1.1.3
1.1.4
1.1.5
1.2.1
1.2.2
1.2.2
1.3.1
1.3.2
1.1.1.1
1.1.1.2
1.1.1.3
1.1.1.4
1.1.1.5
1.1.1.6
1.1.1.7
1.2.2.1
1.2.2.2
1.2.2.3
1.3.2.1
1.3.2.2
Election Planning: Practical Issues
Financing and Fundraising
Political Party
Supporters
Family Members
Businesses
Religious Groups
Unions
Associations
Campaign Office
Campaign Workers
Calendars
Team meetings
Canvassing
In Person
PIG
Persuade
Identify
Get out the vote
By phone
Candidate Presentations
Deal with media
Public Speaking
Debate
Rallies
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1.4
1.4.1
1.4.2
1.4.1.1
1.4.1.2
1.4.1.3
1.4.1.4
1.4.1.5
1.4.1.6
1.4.2.1
1.4.2.2
Advertising
Print Advertising
Banners
Pamphlet
Posters
Bumper Stickers
Brochure
Newspaper Ads
Media Advertising
TV Advertising
Radio
Step 6: Activity on Branch Diagram
The activity on branch approach uses an arrow and a node as network building blocks.
An activity is represented by an arrow. The arrows are called branch links while circles
marking the beginning or end of each arrow are called nodes or events. Arrows represents
particular activity while event represents milestones.
Activity diagram for Election campaign is shown below:
Figure 12.3 Activity Diagram
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32
1 2 3
4
5
6
7 8
Figure 12.4 Network Diagram
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1
0 0
7 5 2
2
2
53
56
50
12
7 7
3
1212
4
1414
5
14
14
17
6
20
7
70 70
8
71 71
Table 12.4 Activity Table
Activity Description
2—3 Election Campaign Planning
3—4 Assigning Team, Responsibilities and Funds for Advertising
3—5 Assigning Team, Responsibilities and Funds for Canvassing
3—6 Assigning Team, Responsibilities and Funds for Candidate Presentation
4—7 Advertising Campaign
5—7 Canvassing
6—7 Candidate Presentation
7—8 Election Day Activities
1—2 Team Formation
Earliest Occurrence Time [EOTj4 = Max (EOTi 5+ Dij6)]
The EOT of an event refers to the time when the event can be completed at the
earliest. The EOT of an event is the duration of the longest path from the beginning event
whose EOT is set at zero leading to that event. EOT is obtained by working forward from
the beginning event — known as “forward pass”. Formula for EOT is:
Latest Occurrence Time [LOT = Min (LOTj7 - Dij)]
The LOT of an event represents the latest allowable time by which the event can
occur, given the time that is allowed for the completion of the project (occurrence of end
event). LOT is obtained by working backward from the end event — known as
“backward pass”.
Calculation of Slack for Each Activity
4 EOTj : Earliest occurrence time of event j 5 EOTi: Earliest occurrence time of event i6 Dij: Duration of an activity i, j7 LOTj: Latest occurrence time of event j
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The slack for an event is the difference between its LOT and EOT. Slack for
events is calculated below:
Table 12.5 Slack Table
Event EOT LOT Slack= LOT — EOT
8 71 71 71 — 71 = 0
7 70 70 70 — 70 = 0
6 14 20 20 — 14 = 6
5 14 17 17 — 14 = 3
4 14 14 14 — 14 = 0
3 12 12 12 — 12 = 0
2 7 7 7 — 7 = 0
1 0 0 0 — 0 = 0
Calculation Critical Path on Network Diagram
The critical path starts with the beginning event, terminates with end event, end is marked
by event which have zero slack. This is obviously the path which has no slack, no
cushion. Critical path for our Network Diagram is (1— 2—3—4—7—8).
Computation of Activity Floats
There are three measures of float:
1. Total Float [TFij8 = LOTj – EOTi – Dij]
Total float is the maximum amount of delay which can be assigned to any activity
without delaying the entire project.
2. Free Float [FFij9 = EOTj – EOTi –Dij]
Free float is the amount of delay which can be assigned to any one activity
without delaying subsequent activities.
3. Independent Float [IFij10 = EOTj – LOTi11 – Dij]
8 TFij: total float of an activity i,j9 FFij: free float for an activity i,j10 IFij: independent float for an activity i,j11 LOTi: latest occurrence time for event i
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Independent float is the amount of delay which can be assigned to anyone activity
without delaying subsequent activities or restricting the scheduling of preceding
activities.
For actives of network diagram, these three floats are calculated below:
Table12.5 Floats Table
Activity
Duration
( in days) EOTi EOTj LOTi LOTj TF FF IF
1—2 7 0 7 0 7 0 0 0
2—3 5 7 12 7 12 0 0 0
3—4 2 12 14 12 14 0 0 0
3—5 2 12 14 12 17 3 0 0
3—6 2 12 14 12 20 6 0 0
4—7 56 14 70 14 70 0 0 0
5—7 53 14 70 17 70 3 3 0
6—7 50 14 70 20 70 6 6 0
7—8 1 70 71 70 71 0 0 0
LIMITATIONS
1. The freedom of conscience of the voter.
2. There should be freedom for the voter to choose suitable candidate.
3. There should be free consent of the voter and he/she must be registered.
4. There should be free and fair election campaign under authorized conditions.
5. Documentation and registration should be complete on time.
6. Expressing the inherent dignity of the person: Equality and Nobility.
7. The inherent justice and fairness of the election process.
REFERENCES
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Books
Arrow, J Kenneth, “Social Choice and Individual Values”, New Haven, CT: Yale
University, Press 2nd Ed, 1963
Benoit, Jean-Pierre and Lewis A. Kornhauser, "Social Choice in a Representative
Democracy." pp. 185-192, American Political Science Review 88.1, 1994
Articles
Abizadeh, Arash, "Democratic Elections without Campaigns? Normative Foundations of
National Baha'i Elections." pp. 7-49, World Order 37.1, 2005.
Cordeiro, Stacey, “How To Run A Political Campaign”, pp. 5-8, Massachusetts Green
Party State Convention, June 3, 2001.
Microsoft Encarta Reference Library 2005
Weiser R. Wendy, & Goldman, Jonah, “An Agenda For Election Reform”, pp.18-22,
Attribution-No Derives-Non Commercial 2007.
Websites
http://www.caiassociates.com
http://en.wikipedia.org/wiki/Political_campaign
http://en.wikipedia.org/wiki/Negative_campaigning
http://en.wikipedia.org/wiki/Political_campaign_staff
http://en.wikipedia.org/wiki/Bumper_sticker
http://en.wikipedia.org/wiki/Election
http://www.ecp.gov.pk/content/ERSYS.html
http://www.ecp.gov.pk/index.html
http://www.ecp.gov.pk/aboutus.html
http://www.geddings.com/
www.LocalVictory.com
http://www.newslab.org/resources/politics.htm#search
http://www.politicalresources.com/Library
http://www.statusofwomen.nt.ca/leadership/introtoelections.html
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http://www.pmln.org.pk/manifesto.php
Personnel’s
MAHMOOD, AAMIR, “Department of Environmental Management & Policy”,
Engineer, BUITEMS, Quetta.
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