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What Is Opposition Research – Tony Fazio

| Opposition Research | September 25, 2013

Tony Fazio has over 25 years of experience working on hundreds of campaigns in the political communications industry, and has created many winning direct mail programs for candidates, labor organizations and campaigns all across America. Tony started his first national direct mail company in 1981 and started Winning Directions in 1989. He has also volunteered his time and held numerous positions with statewide and local community groups in California.


Why Do Opposition Research?    

      If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.” (Sun Tzu, The Art of War)   

What is opposition research?
Political campaigns are mostly defined according to the opponent. Understanding your opponent is an important component of any political campaign.

Many campaigns still resist doing opposition research for numerous reasons – Why do we need opposition research? We have no money. We have a positive message. The negative feels unsavory.

But, the reality is that opposition research is a necessary part of a political campaign.

Opposition research is not only about the opponent’s weaknesses; but also enables you to predict possible attacks. Opposition research also serves to uncover your own weaknesses or potential areas of attack from the opposition, and prepares your campaign to fend off these attacks.

Opposition research can include:

  • biographical
  • legal  
  • criminal
  • medical
  • educational
  • financial
  • voting record 
  • past media coverage


Opposition Research 101 
KirkSpicer – senior consultant Brian Kirk explains in easy to understand terms to help you understand your political campaign from an opposition research perspective.

For more information, see http://www.kirkspicer.com 

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