Consultants give campaign tips

Two Las Vegas political consultants told public relations colleagues that handling media and negative attacks during a campaign is a tricky business that can strain the relationship between themselves and their candidates.

Consultant Mike Sullivan handles mostly Democrats and Steve Forsythe represents mostly Republicans but they have common experiences. They shared their campaign primers Friday with the Las Vegas chapter of the Public Relations Society of America at Chin's restaurant.

Sullivan, president of Paladin Advertising, said that it's often easier to represent a challenger because there are fewer constraints running the campaign. The incumbent usually has more money and name recognition, but Sullivan said the office holder also has more potential negatives, including his voting record.

"We try to put out a lot of press releases on positions, and we throw a lot of grenades at the incumbent," he said. "Challengers have to respond quickly to incumbents' votes. Everything has to be in place so when that moment comes you can get a headline.

"We try to quickly establish rapport with reporters. You try to ask the reporters what they think of the race and how they see things going. You often never know who you'll get at a press conference."

Forsythe, managing partner of Bayer Brown Forsythe & Ernaut, is involved in the GOP campaigns of retired businessman Kenny Guinn for governor and Clark County Commissioner Lorraine Hunt for lieutenant governor. Forsythe said one of his most difficult tasks is getting "free media" that favors his candidates.

He also said candidates often believe they merit front-page coverage when, in fact, the consultant knows that won't always be the case. Forsythe cited the example of a Southern Nevadan running for statewide office who campaigned in the rural counties but was puzzled why the Las Vegas press didn't care.

"What you need to give the press is something that's honest and correct and will have impact on the people who see it," Forsythe said. "You wouldn't believe some of the things a candidate believes warrants free media."

When it comes to negative campaigning, Forsythe said a candidate should restrict attacks to his opponent's record. Well-run campaigns include individuals who perform research on opponents, but Forsythe said no more than 10 percent of that information is typically used in a campaign.

"As for personal things about opponents or things subject to conjecture, you'd be surprised how much candidates want to get that out," he said. "But if you misstep and your opponent comes back and proves you're wrong, you're called a liar."

Campaigns can be particularly tricky for incumbents, Sullivan said.

"With an incumbent you want to stay out of the press at all costs," he said. "With incumbents you don't know what their relationship is with the media. Sometimes it's bad. You might have to speed up the paid media if there isn't something good in the press."

Sullivan also suggested that incumbents stay away from joint public appearances with challengers as much as possible. He noted that such events can bring unwanted publicity.

"The only reason the reporters will come is if the incumbent is there," he said.

Contrary to what one might think, campaign consultants have virtually no contact with political party officials, Forsythe said.

"We don't have anything to do with the Republican Party," he said. "The state party has its own agenda. What we tell the candidate is if the party gives them something, bring it to us and we'll analyze it. The party's agenda is they see candidates as a whole group. I look at the candidate as an individual."

In the end, Sullivan said it is often the consultant who shoulders the blame for an election defeat. But he said he tells losing candidates that they must be gracious in defeat.

"You have to do that because you'll still be around, you're still living here, and there will be another day," Sullivan said.

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