Since the rise of the New Deal, American political consultants have become a sought-after commodity. After the 1930s, the United States adopted broader theoretical models of political change, leaving candidates with the need to widely promote their ideologies to gain votes.1 The growth of media during this era changed campaign management and consequently left political candidates to aggressively pursue political consultants to defend their elections in the interest of the candidate's party. Political consultants, while preferring to work behind the scenes of politics, plan and coordinate campaign strategies, organize meetings, and publicize candidates and their party's cause.2 Political consultants are publicity executives who help refining a message, designing direct mail and television commercials. , raise money, research an opponent's background, craft a slogan, and avoid legal formalities that can derail a campaign and generate bad publicity.3 However, even the best political consultants recognize that it is a matter of a necessary evil and that it is easy for a candidate to change employees4. Yet throughout American history, politicians have always needed advice. From the fight to ratify the United States Constitution to today's modern political environment.5Political consultants have impacted elections in various forms. The political consultant profession is divided into two main job categories, subcontracting and consulting. Contract political consultants are typically hired for a single project. The relationship with the candidate is more technical than personal. Consultants are usually hired by several clients at a time and maintain a long-term relationship...... middle of paper ......nne. “Six-figure jobs: politics as a career.” CNNMoney.com. CNN, January 7, 2005. Web. April 18, 2011. “Services.” James R. Foster & Associates Inc., Republican political consultants. ColourPrep, and Web. April 18, 2011. Strother, Raymond. “The evolving activity of political consulting.” Complete campaigns. Complete campaigns, and Web. April 18, 2011. “What does a demographer do? ". wiseGEEK. Np, and Web. April 18, 2011. “What is a sounder?” ". wiseGEEK. Np, and Web. April 18, 2011. “Media Consulting.” PoliticalConsulting.info. Savi Political Consulting, LLC, nd Web. April 18. 2011. .