In his book Guide to Political Campaigns in America, Paul S. Herrnson defines campaign tactics: “Tactics are how a campaign executes the strategy it has defined. If a strategy is the long-term plan on how to achieve victory, tactics are the devices used to carry out the strategy. Although the concept of strategy is the same for all races, the tactics used to execute that strategy will likely differ.” (HERRNSON 232). Examples of tactics used in the 1966 gubernatorial campaign were the mobilization of voters and use of media. For Reagan, tactics included voter mobilization, the media, and hiring behavioral scientists. Being a man of Hollywood, Reagan was able to tactfully use the television as a perfect platform. He used this platform to appeal to workers' fears. Being down-to-earth, Reagan was appealing because he was not a politician, but had a sophisticated presentation (DE GROOT ELECTABLE 431). Being sophisticated require a sophisticated team, which Gerard De Groot notes in his look at the 1966 election: …show more content…
His “remarks on being a political novice had an endearing, homespun essence.” (SCHUPARRA 113) By labeling himself as a “citizen politician” he was able to reach voters who would not have normally voted for a political neophyte. Reagan invoked the image of the Founding Fathers, who, like him were not professional, but citizen-politicians (SCHUPARRA 113) Labeling Brown as a career politician also aided the Reagan campaign. The Reagan camp realized that the people did not want a career