Who decides what politicians should say?

Today we explore the nebulous world of political consultants. 

These are the people who run political campaigns. They use a mixture of science and gut-feeling to determine what a candidate should say and do, and in one particular instance, what they should NOT say and do. 

How do they do it? How effective are they? What actually moves the needle in a campaign? Talking to us today are two campaign experts; David Karpf from the School of Media and Public Affairs at George Washington University, and Rasheida Smith, political consultant at Dunton Consulting. 

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