what it meant for the world of PR and political campaigning, but further what it meant for the political landscape of the United States as a whole. In 1936, V.O. Key analyzed the changes made by Campaigns Inc. and understood it to be a change from "personal politics of the precinct variety toward a reliance on mass propaganda techniques". More specifically, they revolutionized the PR media tactics of the day, putting a heavy emphasis on television and radio advertising rather than simple word of mouth or grassroots efforts. Additionally, they relied heavily on direct mail campaigns, which are still popular to this day, in a way no other organization had thought to so before. In doing this, Whitaker and Baxter ensured the full service campaign management became the norm for political campaigns, from presidential campaigns all the way down to state house and more local races. Money and advertising, which were not considered essential before Campaigns Inc., are still thought of as major aspects of today's campaigns. Where the political bosses of the day used throw their weight with bribes or incentives to attract voters, political consultants are able to carefully craft a message that both attracts voters and makes careful use of a candidate's budget. Because of their expertise, political consultants have now become the norm for campaigns, and the quality of a political consultant can make or break even a well-qualified candidate. In this way, political consultants replaced party bosses as the power holders in politics. This idea is still seen very much in today's political landscape. Campaigns, Inc. and the work of Whitaker and Baxter is not without criticism. The "excessive professionalization" of the campaign industry is thought by some to be harmful to the democratic process, especially after their work for the AMA with "socialized medicine". The idea of ethics in public relations became extremely important, and is still debated and questioned in today's world. Whitaker and Baxter showed for the first time the magnitude of power that strategic political communication can have over public opinion. The legacy of Whitaker and Baxter has affected the political issues that we still consider salient. Healthcare reform today is still largely framed using the terminology introduced by Whitaker and Baxter. This political team was able to use effective advertising and messaging to not only halt the progress of healthcare reform for their client, but to hasten this process so