First explored by Sidney Blumenthal in his 1980 book, The Permanent Campaign, which explained how the breakdown in political parties forced politicians to govern in different ways. Instead of relying on patronage and party machines, politicians increasingly used political consultants to help them monitor their job approval numbers and media exposure.
However, the theory of the permanent campaign is also credited to political strategist Patrick Caddell who wrote a memo for President-elect Jimmy Carter just after his election in 1976 in which he asserted “governing with public approval requires a continuing political campaign.”
Time: “Thus Caddell gave a name — the Permanent Campaign — to a political mind-set that had been developing since the beginning of the television age. It has proved a radical change in the nature of the presidency. Every President since Lyndon Johnson has run his Administration from a political consultant’s eye view. Untold millions have been spent on polling and focus groups. Dick Morris even asked voters where Bill Clinton should go on vacation. The pressure to “win” the daily news cycle — to control the news — has overwhelmed the more reflective, statesmanlike aspects of the office.”