Professional campaign advice for anyone running for office. The author, a professional political campaigner, distils his years of experience to offer practical advice and information on the art of electioneering for all would-be campaigners and candidates, covering areas such as: preparation - drawing up the war book; polling and reasearch; the message - soundbites, slogans and manifestos; communication - canvassing, posters and mailshots, eclection law and funding; speaking in public; ddealing with the media - spindoctoring, photo-opportunities and rapid rebuttal; scandals and gaffes; and finally, how to win with magnanimity and how to lose with style.