PERSPECTIVE FROM THE 19TH HOLE: This is the title I chose for my personal blog, which is meant to give me an outlet for one of my favorite crafts – writing – plus to use an image from my favorite sport, golf. Out of college, my first job was as a reporter for the Daily Astorian in Astoria, Oregon, and I went on from there to practice writing in all of my professional positions, including as press secretary in Washington, D.C. for a Democrat Congressman from Oregon (Les AuCoin), as an Oregon state government manager in Salem and Portland, as press secretary for Oregon’s last Republican governor (Vic Atiyeh), and as a private sector lobbyist. This blog also allows me to link another favorite pastime – politics and the art of developing public policy – to what I write. I could have called this blog “Middle Ground,” for that it what I long for in both politics and golf. The middle ground is often where the best public policy decisions like. And it is where you want to be on a golf course.
I make the point in the headline as all of us either have seen or will see a spate of presidential campaign ads in the coming months.
Often, those who write the ads love to one-up the other side by going negative. Here’s a reason, the ads say, not to vote for other candidate.
Against this backdrop, Steve Cohen, who wrote ads for the Ronald Reagan for President campaign in 1980, came up with what strikes me as a solid proposition for ads as we face another presidential election.
Here’s the way Cohen made his point in an opinion piece for the Wall Street Journal:
“As I watched the Trump and Biden ads the other morning, I couldn’t help but think of pollster Richard Wirthlin’s insight: People want a reason to vote for someone, not just against the other guy. Although politics has become more partisan and campaigns nastier, I also remembered Reagan’s 1984 spot ‘Morning in America’ and Barack Obama’s 2008 ‘Hope’ poster.
“I am much in need of some optimism. I hope one of the campaigns rises to that challenge this year.”
Cohen says he thought attack ads he and others wrote in 1980 when Reagan ran against Jimmy Carter were good, but polling and focus groups taught him that positive ads were far more effective in moving undecided voters.
He cites this memory:
“Not long before Election Day, I answered the phone at the campaign office: ‘Are you guys running any commercials that talk about Reagan’s tenure as governor of California?’ I said we were. ‘Well, they’re working. Because people I interview keep telling me how Reagan was a good governor, how he brought labor and management together, and how he had turned a state deficit into a surplus.’ The caller was R.W. Apple, the New York Times’ chief political reporter. At that moment, I knew Wirthlin was right and we were going to win.”
I am taking this advice, which means I’ll listen to ads that comply with this pledge, not the other way around in the race between Joe Biden and Donald Trump.
Further, just by himself, Trump by his offensive narcissism will provide enough negative fodder without ads against him.