Ask the Campaign Doc: From Reporter to Flack?

Q: What do you think about hiring a reporter as press secretary? A: All hires are alike—it depends on the person. Some reporters make great press secretaries, but others are never comfortable as partisan warriors because they find flocking for a candidate to be too “rah, rah.” If you have someone in mind, candidly discuss the ups, downs and the learning curve required to succeed. And be sure to have a mutual “no fault” exit strategy if it doesn’t work out. Q: How often should we poll and how much should we rely on polling to determine our position on the issues? A: Harry Truman called poll-driven politicians “gutless wonders” with “ears so close to the ground they’re full of grasshoppers.” Polls are (or should be) about winning elections, not determining where you stand on issues or whether you’re conservative, progressive or whatever. Don’t get me wrong: Opinion surveys are essential to a successful campaign and, I believe, the more the better. But mark this down: The most successful candidates have core beliefs and use polls not to modify their beliefs, but rather to effectively communicate those pre-existing positions and values to voters. Q: Is it OK to use notes during a debate? A: Absolutely. It’s better than making a mistake or omitting a key message point. But do not over-rely on notes—preparation and practice trump a bulky binder of detailed responses. And crib sheets will not inoculate against the unexpected like President Ford incorrectly saying in a debate against challenger Jimmy Carter that Poland was “independent and autonomous” when, in fact, Poland and Eastern Europe were at the time dominated by the Soviet Union. Ford compounded the mistake when he added, “There is no Soviet domination of Eastern Europe, and there never will be under a Ford administration.” Ford’s gaffe is among the worst mistakes ever in a debate because it undercut any semblance of gravitas, proved highly problematic among voters of Eastern European heritage and ultimately contributed to his 1976 loss to Carter. Q: What do you think of using stock footage on campaign materials, including mail and the website? A: It’s cost-effective and often (maybe usually) a good thing. However, beware if the photo is being used elsewhere—e.g., all involved would look stupid if your footage was already being used by an opponent which could, in turn, allow a third candidate to slam both of you as fakes. Then there’s the mess of “just plain wrong”—e.g., two recent Colorado candidates used backdrops of the Rockies on campaign materials but problem was, the photos weren’t really the Rockies. In the first case, the purported “Pike’s Peak” was actually Alaska’s Mount McKinley and, in the second case, the snow-capped “Colorado” mountains were in fact in Canada. Say it once: boneheaded. Q: What’s the deal on making use of texting to reach voters? A: It’s a great idea, which is why so many campaigns encourage opt-ins via TV ads, direct mail, online ads, web-based petitions, contests, yard signs and t-shirts. Mobile texting provides accountability because of unique keywords and because you can verify that a specific subscriber actually received an intended message. As for the downsides, texting is more expensive than e-mails and some people don’t like to be over-messaged even if they gave their number in the first place. Q: What’s the worst campaign message you’ve ever heard? A: I wasn’t there, but recently I read about a 2001 candidate running for reelection in the British Parliament who asked individual voters, “If I lose by one vote, it won’t be yours, will it?” There was nothing about experience or constituent services or what he’d do for people if reelected. Surprise, surprise: He lost his election but forever remains a viable contender for the worst (or at least saddest) campaign pitch of all time.Craig Varoga has run local, state and presidential campaigns for 20 years and specializes in independent expenditures as a partner at Independent Strategies. Send questions using Facebook or email cvaroga@independentstrategies.com