It’s no secret that the Romney campaign continues to be plagued by, well, Mitt Romney. He keeps acting like a rich former Massachusetts governor who never mastered small talk. That obviously won’t be changing. Certainly not in a primary competition where voters crave ideological red meat, not rhetorical pheasant under glass.
But some things are well within the Romney campaign’s control, despite Romney. With more money and (presidential campaign) experience than his competition, the Romney machine is superior to that of its rivals. From roadie crews at the ready and customized playlists for major venues to savvy researchers who know how to background check. Ask Newt Gingrich–and now Rick Santorum.
So, how does his campaign allow him to lose symbolism and message by permitting that appearance last Friday at Detroit’s Ford Field? The one in front of 1,200 business execs and 65,000 others who came disguised as empty seats.
Yes, the campaign wanted the cachet of an appearance before the prestigious Detroit Economic Club, and, yes, logistics and security later seemed to take on lives of their own. But that can’t happen when you are stagecrafting a must-win, triumphant return of a presidential candidate to his birthplace.
It became the photo-op from hell and overrode everything else. Romney talked of auto emission standards and future changes to Social Security and Medicare–notably relevant stuff–but who knew? Reporters and pundits talked of the cavernous optics. Of course they did.
There’s a rule of thumb in orchestrating any gathering–whether it’s for business or for politics–that the media will be invited to. Do all you can to make your guy look good. Manage all of the manageable variables. From updated speech and local shout outs to teleprompter and mic checks.
But there is a cardinal rule that every PR flack in the world knows. A smaller-than-ideal venue is best. Show a room or a gym or a theater that is packed. Don’t rely on the media for tight shots exclusively. SRO shots speak volumes. The less-than-subliminal message: Toughest ticket in town–but this leader is worth it.
And the media will accommodate, including a focus on what the candidate actually has to say.