Mark Schmitt describes what functions a Super-pollster performs for a political campaign. Then he explains what the Super-Pollster Mark Penn ("Worldwide President and CEO" of Burson-Marsteller, the fifth-largest public relations firm) does and how he does it. He starts his commentary from the excellent article in the Nation by Ari Berman.
This is definitely worth reading. Burson-Marsteller's website is found here.