More Lexington County candidates rely on campaign pros

Steady population growth is giving campaign consultants increasing clout in Lexington County.

The influx of new residents not familiar with local politics is leading more candidates to hire experts who can craft an appeal that pays off at the polls.

“You have a world of newcomers,” said former prosecutor Rick Hubbard, who is running for 11th Circuit solicitor. “I needed someone who could help me get my message out.”

Registered voters in the county today total just over 170,000, up from nearly 138,000 in 2006, records show. Population today is estimated by census officials at 282,000, up 20,000 since the last count in 2010.

Reaching new – and more – voters and knowing what they want in an increasingly suburban county takes more legwork and political expertise than running for office used to require, some say.

The dependence on political gurus is a new trend in contests for local offices.

It’s rooted partly in the departure of longtime officials who were household names and modeled after the success of legislative candidates who rely on consultants.

“You have changing demographics in which people don’t appreciate local tradition and history,” consultant Walter Whetsell of Lexington said. “It’s not disrespect – it’s just not awareness.”

The increasingly sophisticated demands of running a campaign require professional assistance, he said.

“It’s a business,” Hubbard said, agreeing. “Ultimately, I’m in charge, but it helps to have good advice.”

Adding expertise

Candidate today must raise money and disclose its sources publicly within ethics guidelines amid juggling demands for appearances, dealing with social media, analyzing voter habits, developing themes that resonate and deciding on allocation of resources.

“Mounting a campaign with your ‘kitchen cabinet’ is a thing of the past,” Whetsell said of just using friends and informal advisers.

Advisers handle tasks that free up significant time for a candidate that can be used to try to connect with voters, some contenders say. Simply put, you need help.

“If you don’t do it, you put yourself at a disadvantage,” said Candice Lively, another candidate for solicitor, referring to her decisions to have a political expert on her team.

Recognizing the need for expertise is vital, especially for rookies, some candidates say.

“I knew law enforcement, not politics,” said Sheriff Jay Koon, who relied on Whetsell’s staff in winning a four-person race last year. Whetsell is not involved in county races this go-round.

Even candidates familiar with politics say a consultant is essential in expanding beyond an inner circle of support.

Dino Teppara decided on adding an adviser for his bid to win a County Council seat in the Chapin-Irmo area, even though he has assisted himself in congressional and statewide campaigns. “You benefit from having that experience on your side,” he said.

Brian Duncan said mistakes made in his unsuccessful bid in 2012 for a County Council seat in the Red Bank area taught him the value of such assistance in his second try this spring. “It was ‘lessons learned,’” he said.

Lasting ties

Relationships with advisers often fade after a campaign, but some endure.

Guiding campaigns in the county has been a specialty of R.J. Shealy’s family since the 1970s.

“I was born into it,” the second-generation consultant said. “And I’m not qualified for anything else.”

For Shealy, his focus on influencing county politics is more than a paycheck.

For instance, he helped lead opposition to a one-cent sales tax increase sought in 2014 for roads and other projects that he deemed poorly designed. “I do it when there’s a cause, something that needs to be fixed,” Shealy said.

He stays in touch with those elected with his guidance, offering advice solicited and unsolicited.

Doing that often encourages officials to “rock the boat” when needed – again for a cause – Shealy said. But he also is asked for advice about the impact of a decision and how to frame a proposal to generate public support.

County Treasurer Jim Eckstrom credits Shealy with “a good feel for the pulse of our citizens.”

As the strongly Republican county becomes less rural, Shealy is suggesting candidates develop a plan for road improvements benefiting commuters in addition to stressing traditional hostility to higher taxes.

Shealy rejects suggestions that he is part of a “shadow government,” saying officeholders usually listen to several opinions instead of his alone.

“There’s wisdom in an abundance of counsel,” Eckstrom agreed. “I don’t listen to one above the others.”

This story was originally published May 1, 2016 at 4:25 PM with the headline "More Lexington County candidates rely on campaign pros."