Beach Read Review: The Way To Win

The Way to Win, by Mark Halperin and John Harris, is an examination of the political trade secrets used by the Bush and Clinton administrations, and how their lessons can be applied to the 2008 Presidential race.

It also delves into how candidates need to manage the expanding and demanding media, or what the authors term as "The Freak Show."

It's an intriguing read, but at times it's a very cynical look at the tactics used by both sides to gain a political advantage. I've heard critics call it a "kiss-off to the right," and Karl Rove in particular. While there is some Rove worship, the end of the book does call into the question the legacy he will ultimately leave.

To be fair, this book was written before the 2006 midterms. So the judgement on Rove's ways may not be complete until after this next election.

Here are some of the points the authors make:

• Bush beat Kerry, in part, because his people were able to manage, "The Freak Show" better. Right now, "The Freak Show" does not affect both parties equally. Republicans have an advantage.


• There is no liberal equivalent of the Fox News Channel, Rush Limbaugh or the Drudge Report, all which promote controversies that downgrade the old media and benefit conservative candidates and agendas.


• The New Media's bias against Republicans is unfair. But the Old Media's favoritism towards Democrats was also unfair. So the New Media, is in essence, payback.


• You can't run to the right (or left) in the primaries, if you expect to run to the center in the general election. Reinvention will burn you with a closely divided electorate.


• The most important political trait the Clintons, Bush and Rove have in common is that they try to understand as much about the other party as they know about their own.


• For the best poll reading, look at the right questions. Those are not the snapshot approval rating or popularity questions. Instead, look closely at questions that begin . . . "Which party do you trust to do a better job on . . ." Those are less likely to change overnight.


• Every campaign should be about relationships, not merely transactions. Attention candidates: Cater to political supporters, stroke the egos of volunteers, but above all, return reporters phone calls. You're (almost) guaranteed better coverage that way.


• Direct mail still works. Ads are still powerful. But mailings (paper or web) require engagement to produce a reaction. (Send a message to Ted Kennedy and the liberal media by contributing now!)


• Campaign dissension should always stay private (Bush did this nicely). Being nice helps you win, period.


• Data mining is priceless. Karl Rove knows that homes with caller IDs are more likely to be Republican dwellings. People who like to gamble tend to lean towards Democrats. How much do Missouri's political parties know about their own voters?


• Ask senior officials in most campaigns, "What are you doing next week?," and the honest response will be . . . "We don't know what we are doing the day after tomorrow." Winning campaigns design a long-term campaign schedule in advance, and only change it in dire circumstances. Discipline in scheduling is key, even when the crap is hitting the fan.


• For those of you who think Hillary Clinton can't win in 2008, get over it. You're delusional. That's not saying she will win. But she certainly can.


• Clinton politics is the politics of consensus -- taking moderate positions on issues and even co-opting your opponent's ideas to triangulate and garner an electable "middle." Bush politics is divisive. One that stands on principle, galvanizes a hard-core, dedicated base of supporters, and defends their rightward flank no matter what. The question in 2008, is which will be a more effective strategy in 2008? Clinton politics or Bush politics?

Read any good political books lately?