Bob Shrum (born January 4, 1943) is an American political consultant, strategist, and author known for his work with Democratic candidates and causes. He has served as a senior adviser on numerous presidential, congressional, and gubernatorial campaigns and is the author of several books on political communication and campaign management.
Early life and education
Shrum was born in Madison, Wisconsin. He earned a Bachelor of Arts degree in political science from the University of Wisconsin–Madison and later obtained a Master’s degree in public affairs from the University of Chicago.
Career in political consulting
Shrum began his consulting career in the 1970s, working on the campaigns of politicians such as Senator Walter Mondale and Governor Jerry Brown. He is perhaps best known for his role as chief strategist for the 1992 and 1996 presidential campaigns of former President Bill Clinton. In addition to presidential races, Shrum has advised numerous Senate and House candidates, as well as state-level officials.
Shrum co‑founded the consulting firm Shrum, Raines & Raskin, which later became Shrum, Lizio & Associates. The firm has specialized in message development, media strategy, and voter outreach. Throughout his career, Shrum has emphasized the importance of narrative framing and the emotional resonance of political messages.
Academic and literary contributions
Shrum has held teaching positions at Harvard University’s Kennedy School of Government and the University of Chicago’s Harris School of Public Policy. He has authored and co‑authored several books, including:
- The Persuaders: The Hidden Industry That Wants to Change Your Mind (2008) – a study of political and commercial persuasion techniques.
- The Message Matters: The Power of Persuasion in Politics (2011) – an analysis of messaging strategies in modern campaigns.
He has also contributed articles to academic journals and mainstream media outlets on topics related to political communication, campaign ethics, and public opinion.
Public commentary and media appearances
Shrum frequently appears on television news programs and is a regular commentator for publications such as The New York Times, The Washington Post, and The Wall Street Journal. He is recognized for providing insight into the strategic considerations behind campaign decisions and for critiquing political messaging trends.
Personal life
Bob Shrum is married and has three children. He resides in Washington, D.C., and continues to be active in political consulting, academic mentorship, and public speaking.
Selected bibliography
- Shrum, Bob, The Persuaders: The Hidden Industry That Wants to Change Your Mind (2008).
- Shrum, Bob, The Message Matters: The Power of Persuasion in Politics (2011).
References
- “Bob Shrum.” Harvard Kennedy School Faculty Directory. Harvard University.
- “Bob Shrum: Political Consultant.” Institute for Politics and Strategy, University of Chicago.
- “Bob Shrum.” The New York Times – Articles and Op‑eds.
Note: The information provided reflects publicly available, verifiable sources up to 2024.
