Offensive PR

Atrios and Bob Sommerby and others have been critical of Kerry’s campaign press operation lately, particularly the fact that the surrogates and pundits aren’t well prepared.

I’m often in the uncomfortable position of sounding like an apologist for the Democratic establishment because I don’t think it’s right to call them immoral or cowardly when the legislative or political strategy is more complicated than immediately obvious or when it is simply a failed tactic not a mark of poor character. I believe that the entire culture has been brainwashed to one extent or another by relentless right wing attacks against liberalism. But, I’m all for real constructive criticism and this is an example.

Our pundits and surrogates are often unprepared, poor public performers and they always have been. I have never felt that we had the same energy or the same charismatic self assurance that the other side does and it hurts us in the modern media climate. I often think that much of what we Democrats see as failure in our politicians is really failure in our pundits and spokespeople. We don’t have the message discipline that they do, particularly when we are on the defensive. And when we do, far too often we use it incorrectly, in my view, by clumsily inserting it into situations in which it’s clearly inappropriate and looks like a dodge. There are times when you simply have to be prepared to make an argument. Not to mention that our talking points sound about as interesting as reading the letters H through J in the Yellow Pages. We need a better PR operation desperately.

I do take issue with one thing that Sommerby says, however. He chastizes the Kerry campaign for putting out press releases in which they do not say specifically what they are rebutting. But, there is an old truism in public relations — you don’t repeat the charges against you. The press releases are sent to the media under certain headings that make it clear what they are rebutting and the press then uses the words in the release in their story about whatever the charge was. But, it’s never considered smart to have your opponents words come out of your own mouth. It’s just another way to get the charge out there. None of that is to say that I think Kerry’s rebuttals have been particularly effective either. It’s just that refusing to reiterate the charges is not the reason.

One thing they should do immediately is put out an order that the words “out of context” should never be uttered as a rebuttal again. Those words no longer have meaning in plain English. You might as well be screaming “no fair!” or putting fingers in your ears and humming the star spangled banner. It’s wasted breath. They need to reiterate specifically what they meant, not just say that the Republicans are taking it “out of context.” Indeed, sometimes it can work to your advantage by giving you an opportunity to lay your charge out more explicitly. For instance, on the “sensitivity” thing:

“John Kerry was saying that we need to end the bumbling Bush diplomacy that has recklessly alienated too many of our our allies. The stakes in the war on terror are much too high for such clumsy mistakes.”

Frankly, I don’t know why the Democrats don’t make better use of their natural constituency in the entertainment business. Those people know everything there is to know about selling “people” to people and they have been in the business of PR even longer than the business base of the GOP. There is much the Dems can learn about the marketing of politics from them.

It’s a part of the big modernization project that the Democrats simply have to keep working on. This is the new politics and we’re way behind.