Campaigns should foster organizational cultures in which their pollsters are enabled to provide the most value.
Campaigns might consider how pollsters are compensated; they could tie some of the pollster’s compensation to the accuracy of its final polls, for instance.
Some campaigns have had success with hiring more than one pollster and having them work relatively autonomously from one another. This can serve as a check against groupthink — and may increase the likelihood the different assumptions that the pollsters might introduce will be thought over and debated.
But most important, campaigns would be wise not to have their pollsters serve as public spokesmen or spin doctors for the campaign. Campaigns have other personnel who specialize in those tasks.
The role of the pollster should be just the opposite of this, in fact: to provide a reality check such that the campaign does not begin to believe its own spin.
Ouch. And yes, he's talking to you, Gallup.