Excerpts from The Campaign Handbook

Written by Mark Lungariello

Thursday, 29 July 2010 17:28

Things are heating up, and it’s not just the sauna-like humidity clam-baking the Sound Shore area. There’s less than 100 days until the midterm elections if you could believe it, and it’s time for candidates to get cooking on their campaigns and debating on the road to the September primaries and the November general election.

Elections can be won or lost on the final stretch of a campaign and maybe even during the debates. It’s not just about letting the public know who you are, but what you are. What a hopeful has to do is follow some simple tips when it comes to campaigning: you’ll need to “keep your eye on the prize.”

Tip 1: Avoid irritating phrases
“Keep your eye on the prize” is probably an irritating and overused phrase, as is “things are heating up” which is the phrase that began this very column you are reading. Writers, like candidates, should be trying to avoid these types of phrases.

Those academics at Oxford University actually crowned the Top 10 Most Irritating Phrases in the English Language back in 2008 (the list was printed in the book “The Damp Squid: The English Language Laid Bare”). For your consideration here are those phrases, so when it comes debate time these must be used with caution:
1. At the end of the day
2. Fairly unique
3. I personally
4. At this moment in time
5. With all due respect
6. Absolutely
7. It’s a nightmare
8. Shouldn’t of
9. 24/7
10. It’s not rocket science

Tip 2: Avoid comparisons you can’t live up to
During the 1988 Vice Presidential Debate, then-Senator Dan Quayle several times compared his experience to John F. Kennedy when Kennedy had run for president. That set up Quayle’s opponent Lloyd Bentsen with an iconic quote: “I served with Jack Kennedy. I knew Jack Kennedy. Jack Kennedy was a friend of mine. Senator, you’re no Jack Kennedy.” We wouldn’t be quoting this today if Quayle had compared himself to a less-respected figure. I’d advise if they compare themselves to anyone set expectations low. Use Pee Wee Herman.

Tip 3: The best defense is a good offense
Everyone knows that when a question is posed, a candidate is probably best to be vague without sounding as if they’re trying to be vague. Politics is a world of non-commitment and much committees and sub-committees and passing the buck. But when it comes to candidate-vs.-candidate, flipping the tables on the opposition is important. Think Ronald Reagan debating Walter Mondale in 1984. Asked about his age being a factor (he was 73 at the time), Reagan responded, “I will not make age an issue of this campaign. I’m not going to exploit, for political purposes, my opponent’s youth and inexperience.”

Tip 4: Know who you are and why you are here
When VP candidate James Stockdale, an admiral and American hero, jokingly opened with “Who am I? Why am I here?” he inadvertently had voters focused on the fact they weren’t so sure of the answer. Point is a candidate needs to act like he or she belongs alongside the opposition. And, of course, candidates could probably learn other lessons from the admiral, including make sure your hearing aid is on when a debate moderator asks you a question.

Our big questions will be answered by the end of this marathon. Not just about local candidates’ views but about how this entire stretch will play out. Will the Astorino Factor carry over into 2010 local elections? Will Andrew Cuomo’s long coattails ensure Democrats show up at the polls and counter the right-leaning Tea Party movement? Should local ‘name brand’ pols like Congresswoman Nita Lowey (D) and Sen. Suzi Oppenheimer (D) be concerned about their less campaign-finance enriched GOP opponents Jim Russell and Bob Cohen, respectively?

The truth is it may be too early to answer any of these questions. “At this moment in time” it may difficult to predict, and even though it’s a midterm election “I personally” think it’s important to learn from the big presidential races I’ve listed. “At the end of the day” it’s going to come down to who follows the tips the closest.

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