Hiring a Campaign Consultant
Wednesday
May 20, 2009
The process of hiring a campaign consultant is somewhat unique because the potential employee is usually far more experienced with the hiring process than the employer/candidate is. Professional consultants have to pitch their services many times a year, while the campaign may be a once-in-a-lifetime experience for the candidate.
Consultants offer a range of services at a variety of prices so you need to cover a number of compensation and management issues. Here are some questions you should ask any consultant you interview. I’ve also added some notes about the questions.
1. What is your background and experience?
Just let the consultant talk. Any consultant should have a pitch ready and you want to hear it before you start asking questions.
2. What campaigns have you run?
Don’t be overly impressed with big name campaigns. A consultant who has run campaigns for governor or U.S. Senate probably won’t be directing your campaign for city council. Most likely, he will sign you up and you will be assigned to a low-level staffer. In the unlikely event that he really is personally running minor league campaigns, something may have gone seriously wrong with his business or he may have just decided to run lower pressure campaigns closer to home. You need to find out the reason.
3. What specific role did you play on each campaign?
This one needs to be asked because a lot of people who have experience in other facets of campaign work are trying to transition into consulting. You may be able to get a good deal with someone who is moving into the consulting field after working in other capacities on campaigns, but you should probably pay less than you would for a more experienced consultant.
4. What campaign did you learn the most from?
If he just turns to bragging about his victories, ask specifically what he has learned from losing campaigns.
5. How much do you charge and what services will I receive? Who will be performing the services, you or a member of your staff? How much of your time/your staff’s time can I expect to have on a weekly or monthly basis during the campaign? Do you charge variable hourly rates for different staff members or will I be paying a flat fee for the campaign?
6. What happens to advertising commissions?
Many media and outdoor advertising companies offer commissions to advertising agencies that bring them business. The commissions are usually based on the cost of the advertising purchased. In some cases, media companies will mark up the price of the advertising to add the commission. In others, the commission is a portion of the regular cost of the advertising. The consultant has the option of counting the agency commissions against the cost of your contract with his firm. However, in many cases, you will be paying the consultant a set fee and his firm will be making additional money from commissions. There is nothing inherently wrong with the consultant being paid this way, but he should be up-front with you about the fact that he is receiving payment in addition to the fees you are paying directly to him. One other concern you should have on this topic is that not all advertising is commissionable. If your consultant is making additional money from the commissions, he may be tempted to focus more spending on the type of advertising that pays the best commissions rather than the ads that will be most effective for your campaign. You need to discuss this issue with him.
7. What if I want to fire you?
In some cases candidates and consultants just don’t get along. In other cases, the consultant may do something that embarrasses the campaign. And, sometimes the campaign just needs a fall guy. You need to address what happens if the consultant is terminated under each of these circumstances.
8. What do you know about my district/community? If the consultant doesn’t seem to know much, ask what he plans to do to get educated about your district. If he bluffs badly, be careful. He may also be bluffing about things you don’t know much about.
9. What kind of campaign plan would you anticipate using in a district like this one? What size budget do you think I will need to implement your plan?
Take notes during the discussion and review key points with any consultant you are considering hiring. Be sure that any final agreement is in writing.
