Intro
Contents
1 Introduction
1.1 Motivation for the Book (and Who It Is For)
1.2 The Public Policy Product Lifecycle
1.3 Outline of the Book
1.4 What This Book Is
1.5 What This Book Is Not
References
2 Public Policy Success: What Constitutes a Successful Sale?
2.1 What Is Public Policy Success?
2.2 Lessons from the Literature
2.2.1 A View of Policy Success for the Public Policy Salesperson
2.3 New Approaches for the Public Policy Salesperson
2.3.1 The Distributions of Costs and Benefits Over Time
2.3.2 Kairos
2.3.3 Framing Contests

2.4 A Guide to Using Policy Success to Clinch the Sale
References
3 Rhetoric: Not Just What Is Said, but Also Who Says It and How
3.1 What Is Rhetoric?
3.2 Lessons from the Literature
3.2.1 Lessons from the Classics
3.2.2 Lessons from Public Policy Analysis
3.3 New Approaches for the Public Policy Salesperson
3.3.1 Words with Unexamined Power
3.3.2 Empirical Rhetoric
3.3.3 New Mediums for Tailored Messaging
3.4 A Guide for Using Rhetoric to Clinch the Sale
Appendix 1-The Rhetorical Tropes
Appendix 2-The Practical Syllogism
References

4 Heresthetic: The Craft of Political Manipulation
4.1 What Is Heresthetic?
4.2 Lessons from the Literature
4.3 New Approaches for the Public Policy Salesperson
4.3.1 Cost
4.3.2 Salami Tactics
4.3.3 Media Agenda Setting
4.4 A Guide to Using Heresthetic to Clinch the Sale
Appendix-Heresthetic Tools and Choice
References
5 Blame Avoidance and Weapons of Mass-Expertisation
5.1 What Is Blame?
5.2 Lessons from the Literature
5.3 New Approaches for the Public Policy Salesperson
5.3.1 The Rise of the Independent Expert
5.3.2 Weapons of Mass-Expertisation

5.3.3 Blame Games as an Unintended Good
5.4 A Guide to Using Blame to Clinch the Sale
Appendix-Blaming 'Chance' or 'Nature'
References
6 Evidence: Extraordinary Claims Require Careful Presentation of Evidence
6.1 What Is Evidence?
6.2 Lessons from the Literature
6.2.1 Simple Statistics
6.2.2 Multiple Regression Analysis
6.2.3 Ratio Analysis (and Performance Monitoring)
6.2.4 Business Case Analysis
6.2.5 Surveys
6.2.6 In-Depth Interviews
6.3 New Approaches for the Public Policy Salesperson
6.3.1 Difficulty Relating Complex Empirical Techniques

6.3.2 Correspondence and Data May Become Public
6.3.3 Empirical Claims May Be Tested
6.4 A Guide to Using Evidence to Clinch the Sale
Appendix-Academics and Evidence in the Media and Courtroom
References
7 Ethics: Right and Wrong Can Be Contestable
7.1 What Are Ethics?
7.2 Lessons from the Literature
7.2.1 Natural Law and Virtue Ethic
7.2.2 Utilitarianism
7.2.3 Egoism
7.3 'New' Approaches for the Public Policy Salesperson
7.3.1 Principle of Double Effect
7.3.2 Creating Human Value
7.4 A Guide to Using Ethics to Clinch the Sale