Political education's coming of age - includes related article on instilling ethics in graduates

Practical politics is a profession in transition, but its direction is clear. On-the-job training - the political industry mantra of old - is now being successfully supplemented by formal educational programs.

The 30-year debate has all but fizzled out. Even the most strong-minded skeptics who once deeply doubted that practical politics could be effectively taught in the classroom are becoming believers.

Professional politics, with the collective blessing of an overwhelming majority of industry players, has officially adopted the formula used by other highly specialized disciplines, such as law and medicine - a formal education precedes work in the field. It is a simple equation, based on common sense. The process, however, is far from complete. Practical politics is a profession in transition, but its direction is clear. On-the-job training- the political industry mantra of old - is now being successfully supplemented by formal educational programs. This is a concept that only a generation ago was laughable.

"Many political veterans have warmed to the idea that there is value in teaching politics in a classroom setting," says pollster Bill Hamilton, an adjunct professor who helped launch the graduate program in Political Campaigning and Communication at the, University of Florida. "You can't teach a basketball player how to be taller, but you can teach him where to jump from and when to jump. The specialized training you get in these programs can't make you a senior media consultant overnight, but it can give you a knowledge base that will reduce your learning curve when you get out there in the field."

The waning skepticism regarding classroom-taught professional politics stems not from a spontaneous change in "old school" attitude, but rather from the profound changes in the way the game of politics is played in the modern age. The interpersonal and networking skills, which dominated the political world a generation ago, have given way to a need for a more specialized, more technical expertise. What was once a relatively loosely defined area of work is evolving into an array of distinct disciplines, from polling to message development, from media production to issues management.

Necessity is indeed the mother of invention. These educational programs were borne out of the demand for a more highly trained, technically oriented workforce - and they're delivering.

Degree Programs

Degree programs demand comprehensive, in-depth study. As one veteran consultant put it, seminars, workshops and even some of the shorter certificate programs teach a specific set of skills, but degree programs teach an entire profession. The tradeoff for getting the entire package is a substantial time commitment, usually one to two years of full-time study for a master's degree. So, it isn't for everyone. One year of full-time schooling translates reasonably well into two years on a part-time basis (i.e., going to school at night while working 40-plus hours a week, or was that 50-plus...). The heavy time investment and the top-to-bottom approach, make degree programs the popular choice among relatively young political newcomers, while professionals tend to gravitate toward the weekend seminars or less time-consuming nondegree programs. These full-service degree programs are really in the business of building the knowledge base of the next generation of political professionals.

One of the industry powerhouses is The Graduate School of Political Management at The George Washington University. While the average graduation rate in these types of programs hovers around 10-15 per year; GSPM, which is billed as the "first professional school of politics in the United States," graduates in the neighborhood of 75 students annually.

Some may view its size as an advantage, others may see it differently. It is safe to say, however, that the 12-year - old program at GSPM is changing the face of politics, simply due to the number of future professionals it produces.

This one-year master's in political management offers, in the words of Dean Christopher Arterton, "an integrated approach to politics" and is based on a "broad conception of political management." The areas of concentration - Lobbying and Government Relations, Campaign Management, Environmental Politics, Issues Management, Quantitative Strategy, Political Leadership - cast a wide net, and represent the way in which educational programs have met the training needs of a burgeoning profession.

"We think there's a profession, which is still emerging, that transcends just electoral politics," Arterton says. "It includes aspects like lobbying and leadership. We look at campaign management as part of a broader professional development."

The appeal of the GSPM program has even extended abroad; the most recent tally found 20 percent of the student body comes from overseas. Core courses include: quantitative methods, strategy and message development and ethics. Students have the option of taking an advanced course in political management problems and strategy or writing a thesis.

Like many other programs across the country, GSPM caught on early to the impact the Internet is having and will continue to have on the industry. The school, with the help of a grant from the Pew Charitable Trusts, recently unveiled a "best uses" Internet course, which among other things, addressed how the Internet is affecting campaigns and its potential for stimulating civic discourse.

The Eagleton Institute of Politics at Rutgers University offers a unique education for people interested in lobbying and advocacy. This one-year master's program in public policy differs from many others in the field in that it strikes a delicate balance between politics and policy, and it is the intersection of the two that the program stresses. Students get an extensive grounding in public policy issues (with specifics chosen by the students) and a practical foundation in real-world politics. The former instills knowledge of issues, while the latter helps students "market" policies, and ultimately, push them through the political process.

"Many people who believe themselves to be knowledgeable about public policy but don't have a good understanding of how politics works, won't get very far with their public policies," says Eagleton's academic director, Ruth Mandel. "The reverse is also true. A whole lot of politics that's not connected to policy is not an exercise we would endorse."

Students can choose from an array of contemporary public policy issues, including public economics, environmental policy, abortion policy and education policy.

Eagleton grads fit into two primary groups. The first fills staff positions in agencies and governmental offices and the other goes into lobbying and issue advocacy. People interested in polling have also been drawn to this program. That is in no small part attributable to the work of the Center for Public Interest Polling/Eagleton Poll (CPIP).

The University of Florida in Gainesville offers a style of program that we may see much more of as the political workforce continues to grow. The Graduate Program of Political Campaigning and Communication, offers a two-year master's degree in political science - with a concentration in political campaigning. The reason we may see more of its kind is that it does not require a university to create an entirely new department or curriculum. It is an off-shoot of an established program.

Adjunct professor Bill Hamilton explains: "It is grafted on to a program in political science, which has both doctoral and master's students, but there is a completely separate track developed for students with an interest in campaigning." The courses are taught by full-time professors with a particular interest in practical politics, or experienced professionals, who are brought in as adjunct professors. For example, Hamilton has more than 30 years of political experience and has worked with candidates both in the United States and abroad. Most professionally oriented programs make a point to bring political veterans into the mix either as adjuncts or speakers, or both.

Florida's program is a good example of an interdisciplinary approach. It combines aspects of journalism and communication with political science, which according to Hamilton, is what campaigning and consulting is all about these days.

This program offers an opportunity for individuals who perhaps do not have a solid grounding in political science or those who simply want to supplement the knowledge base they do possess.

This program takes two years to complete, Hamilton says. "It covers all aspects of campaigning, from the mechanics of setting up a budget to the more philosophical concerns of ethics."

He believes the complexity of campaigning warrants a two-year professional degree. "I think one year is an awfully short period of time to get a, quote, professional degree. Law school usually takes two or three years, and medical school takes longer. Why should practical politics, as specialized as it has become, be so different?"

Suffolk University in Boston offers a program similar to that of Florida's: a master's degree in political science with a concentration in professional politics. This one-year program prides itself on effectively blending the practical and theoretical. It was designed to train consultants, campaigners and lobbyists. The program is in its fifth year.

The Manship School of Mass Communications at Louisiana State University in Baton Rouge will be the first university program, starting in 2000, to offer a doctorate in political communication. This addition will supplement the bachelor's and master's degrees currently offered at the school.

LSU's review committee, which recently approved the new Ph.D. program, reported: "It has a contemporary focus which separates itself from its competition and is likely to prepare students for faculty specialties likely to receive more prominence in the next century."

Manship's new doctoral opportunity speaks volumes about the burgeoning profession of practical politics and its increased specialization. It will make the school unique in its ability to turn out both professionals and scholars at the highest level. Manship's greatest strength, according to Dean John Maxwell Hamilton, is "our ability to provide a full-service approach." The Political Communication concentration includes three mandatory courses and five relevant electives plus a thesis at the master's and doctoral levels. The Ph.D. requires a minimum of 60 credit hours above the master's level - 42 course hours plus 18 hours of dissertation research (usually completed in three to four years).

Hamilton sees an even split between those who will use their doctorate for advancement in academia and those who will apply their knowledge to practical politics.

As part of the Manship School, the University has created a new position titled The Kevin Reilly Sr. Endowed Chair in Political Communication. The school is in the process of filling this position and hopes to draw a senior level scholar, media professional, political consultant or government official to the post.

The University of Akron's Ray C. Bliss Institute of Applied Politics has added a master's program to its certificate program, short courses and internships. It offers "nuts and bolts practical knowledge" to its graduates, according to Associate Director Steven C. Brooks.

The master's track has a 39-credit load that can be completed in as little as 16 months and is flexible to students' needs. It is offered on a part-time basis as well. The curriculum was developed from the certificate program, which the school has run for over 10 years. According to Brooks, "The program has three components of coursework, standard required courses; electives, from which a concentration is derived; and a mandatory internship." The master's was first offered in 1997, and the program has accepted six students to date.

The Institute also focuses on educating the public through short courses and seminars, examples of which include "How to Beat an Incumbent" (which was co-sponsored by Campaigns & Elections) and other practical topics. Conferences are held at least every two years, and speakers are recruited every semester.

Perhaps the most important thing that Brooks sees for the future is "that we don't view ourselves in competition with each other. There is plenty of room for everyone, and we encourage the professionalization of these schools. We see ourselves as working together to improve the nature of campaigns."

Institutes and Other Nondegree Programs

Not everybody has the flexibility in their lives to devote a year or two to the pursuit of a graduate degree - regardless of its value. For those who cannot commit to a full-service degree program, many institutions provide shorter, intensive approaches to political education. These nondegree programs range in duration from a single weekend to multiple weeks of study.

The institute-style approach, according to James Thurber, director of The Campaign Management Institute (CMI) at American University, "is extremely intense, ours is two weeks everyday, all day." These programs have the feel of actual campaigns right down to the stress of the final days. As for the level of competition between degree and nondegree programs, it may not be as fierce as one might think. "I feel we supplement each other, rather than directly compete with one another," Thurber says. "The market we target is a bit different."

Since its inception in 1983, CMI has graduated more than a thousand students who have pursued careers in campaign management and political activism at all levels of government. Graduates walk away with not only a basis in campaign strategies and techniques, but also an awareness of the most recent technological developments in the field and a grounding in ethics. Students receive four graduate credits upon completion.

Although there are a handful of established approaches to training students, Thurber believes there is one common thread throughout. "We're all doing something a little different, and I'm not going to say one is better than any other," he says. "I do think that it's a good idea to merge the practical with the theoretical and empirical work in political science."

CMI has employed a strategy to ensure that such a merger takes place. It is not just academics who design and teach the institute program, but also experienced campaign consultants and leading strategists from the Republican and Democratic parties.

CMI has recently developed and expanded courses in ethics; politics and the Internet; and Initiatives and Referenda. It should be noted that CMI has offered ethics and Internet sessions in the past.

"We want students to come out of this program understanding the broad picture how all the aspects of campaigning fit together," says Candy Nelson, CMI's academic director. "We start with the big picture, what the political environment is and how to go about crafting a campaign strategy and message through survey and opposition research. And then we move toward the more technical aspects of the campaign like paid media and earned media."

The "big picture" approach provides students with a broad understanding of how a campaign works and then, according to Nelson, "they can deride what aspect of campaigning most interests them, and they can move in that career direction."

American University also offers a similarly structured program for individuals interested in lobbying. Their Lobbying Institute focuses on topics including direct and indirect lobbying, coalition building, grassroots strategies and regulation of lobbying. Professional lobbyists, Hill staffers and industry journalists and faculty members design the sessions. Participants develop an actual lobbying plan for a contemporary policy issue.

Charles Lacy, Dean of the Political Management Institute at the University of California, Davis, sees the institute approach as "a resource for people who are interested in getting involved in politics for the first time, particularly at the local level."

According to Lacy, the program's prominence has intensified in California because of the state's term limit laws. "People are coming up from local politics to fill these newly vacated seats."

"Schools, such as ours, are important for those who are interested in politics and haven't been schooled by experience first," Lacey explains. "With this program, they can be schooled by both academics and practitioners." The Institute opened its doors in the mid-'80s.

The public policy institute at UC Davis (started in 1991) teaches students how to be moderators and conveners of debates on issues that affect local policy. Although the courses are not offered through degree-granting programs, they are "short courses" (three to five days in length) and have open enrollment. Costs vary but average $100 per day.

The Women's Campaign School at Yale University focuses on the lofty goal of gender parity. The school offers training in a variety of disciplines, all imperative to the success of the female political professional. Courses cover everything from devising a campaign plan and scheduling to Internet usage and ethics.

The School is a non-profit corporation, offering a nonpartisan campaign training program. The curriculum consists of four-and-a-half days of intensive sessions geared toward teaching women the techniques necessary to run and win campaigns. Lorel Anderson, executive director, believes taking the focus away from ideology and stressing technique creates an environment conducive to learning. "The focus on the techniques without the orthodoxy or ideology of issue-based classes takes the pressure off. Our goal is that upon completion, you will know how to do polling, or how important fundraising is ... you will know the key techniques necessary to run successful campaigns."

Although the courses would not change dramatically if the program were open to men, having women candidates as the focus allows for the establishment of a national women's network based on current students and alumni. According to Anderson, the School includes courses such as "Making the Decision to Run," which is geared toward teaching women the right reasons to run for office and then preparing them for the rigors of the campaign trail.

Harvard University's Institute of Politics was established in 1966 with the goal "to promote greater understanding and cooperation between the academic world and the world of practical politics and public affairs." The curriculum, which is in large part developed by an advisory committee, centers on electoral politics and issues relating to government at all levels. Weekly discussion groups are held with members of Congress, state legislators, political pollsters, campaign managers and other professionals in the political field.

Harvard's IOP has two internship programs, which have seen an increasing number of students participating. The IOP also sponsors between 75-100 speaker programs through the Kennedy School of Government that are separate from their regular offerings.

Since 1972, Harvard has held forums immediately following presidential elections with the campaign managers of the candidates. These discussions focus on the strategic and tactical decisions of the campaign.

Harvard's IOP also offers training for newly elected officials after each election cycle. These sessions center on issue briefings and discussions on how to work in Washington, DC, handling the media and other key areas of particular interest to newly elected members of the legislative or executive branches of government.

In addition to the Harvard IOP, there are several regional programs that were also founded in the '60s and '70s. One such effort has been the 30-year old Loyola University Institute of Politics in New Orleans.

The University of Georgia's Carl Vinson Institute of Government provides information similar to that provided by Harvard to newly elected government officials in Georgia. The institute has held 21 biennial training sessions on the local and statewide levels. Typical issue briefings include the budget process and policy briefings which focus on issues central to politics in Georgia.

There is also a focus on ethics within these briefings, where new officials receive a grounding in state law as it applies to ethical dilemmas they are likely to face while in office.

The institute has an extensive internship program and degrees can be attained at the master's level in public policy.

The mission of the UNC Institute of Political Leadership is to draw out those North Carolina citizens who have the potential to be the state's future political leaders.

According to Walter DeVries, the institute's director, an applicant's ethical background is an important factor in the admissions process. "We try to teach the future political leaders in North Carolina how to practice politics and elevate the profession in the eyes of the public. We look for a set of goals that each candidate has and is able to articulate for the community for which he or she will serve. Candidates for the program have to demonstrate leadership in other areas before they are accepted."

These standards are necessary because of a shift in ideology. DeVries states, "when the first class got into it, generally they got in for ideological reasons - to push an agenda - if you look at the proliferation of campaign consultants, its been enormous. All you have to do today to be one is to hang out a sign. Among that new generation, there is a tendency to begin every campaign by attacking your opponent. If you're out to win without regard to what effect it has on your opponent, the psychology of the process changes."

Due to these changes, DeVries feels that accountability is key not only for the political professional, but for the institution as well.

"Any school that does this sort of thing needs to look at and evaluate their graduates, and answer the question, 'Can you tell them apart from the masses?'"

With all of these new challenges: promoting gender parity, integrating minorities and foreign students into the process, raising ethical standards and teaching a more specialized curriculum, political schools will play an integral role in returning the political profession to prominence. As more qualified, better educated people enter the process, and the "old guard" is provided with opportunities to teach their craft, our political future will brighten. Consequently, the inroads being made by these institutions may be the single greatest factor in returning the profession to the status it so richly deserves.

RELATED ARTICLE: The Ethics Push

In today's political climate, an increasingly important role for campaign schools and institutes is their ability to turn out graduates who are aware of their ethical responsibilities. Christopher Afterton, dean of the Graduate School of Political Management, believes there are two approaches to ethics, situational and philosophical. "Our ethics program is rooted in a discussion of philosophical needs, meaning that our students are asked to think about ethics in politics in the same way that lawyers are asked to think about Constitutional principles. However, there is also a place for situational ethics. Afterton has noticed a need for "case studies that show how easy it is to get started down a road which ultimately leads to problems."

The Campaign Management Institute at American University has developed a new series of educational materials on campaign ethics. Included is a videotape that focuses on difficult ethical decisions that may be faced by professionals during the course of a campaign. These materials will be distributed to high schools, campaign institutes and political scientists through Pi Sigma Alpha, the national poli-sci honor society.

American Association of Political Consultants' Ethics Committee Chairman Gary Nordlinger has praised CMI's program. He believes that candidates who take responsibility over the technical aspects of their campaigns will be the most effective way to solve the ethical ills of our political process. He notes that the AAPC has had a voluntary code of ethics for decades.

At many schools, ethics has become so important that it is a mandatory requirement for graduation. But even in these cases, the question of situational ethics versus philosophical ethics is difficult to answer. Professor John Berg of Suffolk University explains, "Ethics is an evolving course. We began by assessing current political issues and realized we needed a more philosophical background, starting with: 'What is ethics7'"

Although many educational institutions mandate the study of ethics, Dean Arterton believes this has to be handled carefully. He sees a "strong commitment to ethics." But, "it's a commitment that needs to be constantly reinforced. Faculty members must remember not to treat ethics as kind of a ghetto that's taught only in specific classes bearing that name. Ethics needs to be integrated into the fabric of the program as a whole."

POLITICAL SCHOOLS & UNIVERSITY PROGRAMS

All information was provided by the programs listed. They are
responsible for its accuracy and completeness. For updates, see the
Campaigns & Elections Web site at wwm.camelect.com

SCHOOL/AFFILIATION                PROGRAM DESCRIPTION

American University, Center for   36 students per session; graduate
Congressional and Presidential    credit offered; $2500 tuition; 13
Studies, Campaign Management      years in operation. Twice yearly
Institute                         (January and May), offers two-week
Washington, DC (See ad, pp.       sessions of intense campaign
24-25)                            training. Lectures delivered by
                                  top professionals cover all
                                  campaign areas. Students teams
                                  then apply their knowledge by
                                  developing a campaign plan for a
                                  real candidate in an upcoming
                                  election and are evaluated by
                                  campaign professionals.

George Washington University,     200 students; graduate credit
The Graduate School of            offered; tuition $1875/course
Political Management              ($22,500 degree program); 10 years
Washington, DC (See ad, p, 3)     in operation. The premier school
                                  of professional politics. The GSPM
                                  offers the nation's only Master of
                                  Arts degree in the field of
                                  political management. Students may
                                  select from six areas of
                                  concentration: Political
                                  Leadership, Issues Management,
                                  Campaign Management, Lobbying and
                                  Government Relations, Quantitative
                                  Strategies and Environmental
                                  Politics.

Louisiana State University,       Master's in Mass Communication
Manship School of Mass            with concentration in political
Communications                    communication; Ph.D. program to
Baton Rouge, Louisiana            begin in the fall of 2000. 90
                                  graduate/550 undergraduate
                                  students in the Manship school.
                                  Masters students with
                                  concentration in political
                                  communication must complete
                                  courses in Public Opinion and
                                  Public Affairs; Public
                                  Communication Practices; Research
                                  thesis required. Ph.D. will
                                  mandate 60 credits post masters
                                  degree plus dissertation.

Regent University School of       15 years in operation; Master's in
Government                        Political Management, Public
                                  Administration and Public Policy;
                                  All are two-year programs Virginia
                                  Beach, VA (See ad, p. 20) (48
                                  credit hours) and include an
                                  internship, $8,000 per year
                                  tuition; Provides an opportunity
                                  for applicants who desire a
                                  Judeo-Christian education.

Suffolk University, M.S. in       25 students in program; five years
Political Science,                in opporation; $7,784 tuition per
Concentration in Professional     semester; One-year masters program
Politics                          with focus on professional
Boston, MA (See ad, p. 27)        politics. Courses in voting
                                  behavior, lobbying, campaigning
                                  and fundraising.

University of Akron, The Ray C.   Six students in masters program;
Bliss Institute of Applied        180 students in certificate
Politics                          program per academic year; 12
Akron, OH                         Graduates since 1986. 10 Years in
                                  opporation; Offers master's,
                                  certificate, short courses, and
                                  Internships to students at the
                                  graduate and undergraduate levels.
                                  Focus is on practical politics.

University of California,         60-90 students per year;
Political Campaign Management     undergraduate credit offered; 13
Institute, University Extension   years in operation. A
Davis, CA                         comprehensive three- to four-day
                                  training program held each July on
                                  the UC Davis campus. Topics
                                  include strategy, organizing,
                                  voter contact, volunteer
                                  recruitment, leadership, polling,
                                  message design and fundraising.

University of Florida, Graduate   Have had up to eight students per
Program in Political              year; 13 years in opporation;
Campaigning                       Offers masters in Political
Gainesville, FL                   Science with a concentration in
                                  political campaigning. Mandatory
                                  internship requirement; 3.0 GPA at
                                  undergraduate level and combined
                                  1100 on GRE's (verbal and
                                  quantitative sections) A true blend
                                  of academic research and practical
                                  application work is expected.

University of Pennsylvania, The   39 years in operation; 35 students
Annenberg School for              per year; Tuition reimbursement
Communication                     guaranteed; stipends probable with
Philadelphia, PA                  placement within the department as
                                  a researcher or other position;
                                  Offers masters and Ph.D. in
                                  communication; Masters program
                                  mandates 12 courses and thesis;
                                  Ph.D. program mandates 20
                                  (master's + 8 if you received
                                  masters at Annenberg) and
                                  dissertation, Required courses
                                  include Research Methods,
                                  introduction to the Communication
                                  Faculty (six weeks, no credit).

University of North Carolina      Master's in Public Administration
Institute of Political            offered; 200 short courses offered
Leadership                        annually; 467 graduates, over 100
Chapel Hill, North Carolina       currently hold public office.
                                  Courses range from issue briefings
                                  to focus briefings on North
                                  Carolina politics and law.

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