Memo to Republican Presidential Candidates
From: Robert Traynhan, recovering political communications addict
Subject: Things you don’t say on the campaign trail and things you might want to say
As someone who spent nearly 15 years in the political communications era, with a special emphasis on crisis communications (not by choice; rather the crisis always came when I wasn’t looking for it, and I just simply had to deal), I thought it was about time for me to offer some friendly advice to you four men who are running for the republican nomination on what not to say when running for president. Frankly this advice could also be applicable to President Barack Obama — your main opponent — as well, but I don’t think he needs my advice. But you four: Mitt Romney, Rick Santorum, Newt Gingrich and Ron Paul, need the advice now more than the president. Let’s face it, the president is smooth with his words, while you four are choppier. I don’t mean to imply that the president is slick with his words, in fact, quite the opposite. He appears to be thoughtful when he speaks. Disagree with the substance all you want — that’s why you’re running for president, but I think we can all agree that Obama appears to have thought his answers through. Believe me. It shows.
I know you men know this, but running as a challenger is always hard as you don’t have all of the trappings of incumbency; the top notch staff, access to the most accurate data, and the aura that comes with being in power, the motorcades, Air Force One and the Secret Service. But just because you don’t have some of the trappings, doesn’t excuse you for saying silly things. Let me explain: The voter that you need to speak to in the general election is watching everything that you’re saying to the Republican primary voter. Yes, I know the general election voter is much different than the primary voter and your focus right now is on the primary voter in crucial battleground states, but you must be careful what you say, because at the end of the day the general election voter is what really counts.
The critical voter in the fall will be the independent voter in states such as Pennsylvania, Ohio, Florida and Michigan, and possibly even Colorado. And despite what one of you said earlier about not being concerned about the poor, those voters are concerned. So maybe a better way to say it might be: “I’m concerned about all classes in our society, in fact I want an America where there is no class and every American has the same ability and chance to live their American dream.”
Despite your passionate plea for traditional marriage, almost everyone has a family member, friend, neighbor or coworker who is gay, or even better is in a same-sex relationship and by golly they’re thinking well that nice couple is not a threat to my marriage. So maybe a better way to say might be: “marriage should be defined by the states, but every American regardless of their sexual orientation should live in dignity and be able to love freely the person they choose.”
Despite saying Barack Obama is governing this country like a radical it might be better to say, “elections are about choices and the president and I have two very different visions for this country. You, my fellow Americans, are going to decide who is better on the ideas that are important to you. Your future hangs in the balance.” Despite saying that the government has no place in society, meaning in health care, or any other domestic services, it might be better to say, “government has gotten too big, too complex, and too burdensome to actually kindle the American entrepreneurial spirit.”
In other words, GOP presidential hopefuls, think before you speak, and remember that your words not only have meaning behind what they say, but they also have weight with the people that will ultimately decide your fate. Say things more thoughtful, and who knows, you might be perceived as such. Just my two cents from a guy who’s been around the block a few times and has been to this rodeo once before. Be safe on the campaign trail.
