What makes fully grown men (and women) walk away from every conviction about to engage in negative or perhaps better described, misleading attacks on political opponents? It’s the ultimate unsolved political mystery, how church-going, scout troop leading candidates allow their names to get tagged on to the kind of direct mail, TV and radio spots that would never be ‘kid-tested’ or ‘mother-approved.’

While every political consultant has his own recipe for the mudsling, ranging from the :30 second animated comedy sketch to less artful, alarming male voiceovers and the opponent’s fuzzy black and white mug, negative campaigning makes its way into nearly every major political race.

Let me take a crack at explaining the mudslide with variations of some of the more frequently used consultant-to-candidate liners.

“Voters deserve to know the truth about…”

“If you want to win, you’ll have to draw some pretty sharp contrasts with your opponent.”

“You need to hit harder…”

“Our poll shows that the only way to win is to expose your opponent’s hypocrisy on…”

“The divorce records are relevant because…”

“The affair is important because…”

“The tax liens are significant because…”

“If you don’t attack first, they’ll…”

“The only way to drive up his negatives is to…”

“You need to inoculate yourself…”

“The arrest record is important because it shows a lack of judgment and experience…”

Throw in the immediate pressures of a bad poll and a Blackberry full of angry “stakeholder” emails, and the little red devil on your shoulder starts talking real sense. It’s the moment when the jiggling bobble head of your opponent and sliding whistle sound effect become serious tools for “voter education.” And hey, your consultant’s video reel boasted three presidentials, 8 gubernatorials and 77 legislative contests - they must know what they’re doing.

But do they?

Does that media consultant or pollster explain the impact of your hardball attack ad on the candidate’s kids or spouse, weeks and months after they’ve left town, and moved on to the next client? Are the big guys laying out the personal and professional blow black from ads that always raise the temperature in a competitive contest, something like mutually assured destruction? Most importantly, are your campaign ads enhancing your reputation and improving your standing in the community or will a loss or win mean you’ll never be able to face half the people in your community ever again?

The questions are rhetorical, but they come from the journals of dozens of campaigns I’ve watched over the years. Here’s the truth, while consultants stake their reputations on the fuzzy fact that “negative campaign’s work,” 50% of candidates lose. Campaigns that are equally negative with adequate resources often end in a draw with wins of 1, 2, 3 or 4%. Negative campaigning results in a growing number of split decisions, marginal victories that leave the winner stained, sullied and vulnerable.

For most candidates, the end of the story never looks as sunny or optimistic as announcement day. Even the winners - from president to township supervisor - have to re-enter real life, if they’re not among the few die-hards that want to be “carried out” of the office they hold.

Candidates gamble their personal reputations for a few point increases in the opponent’s negatives and most of them lose. The consultants who egg on the campaigns and cash-in on the media buys risk virtually nothing.

So, how can candidates draw distinctions, and point out legitimate policy differences without diving in the mud pit? Here are 3 suggestions:

1. Make direct charges. Here’s what I mean. If the opponent has an abysmal voting record on taxes, the candidate should explain the impact of high taxes, and how the opponent’s approach is fatally flawed. Instead of drive-by attacks from third-party “issue advocacy” groups or PAC’s, candidates should flesh out the differences without the deniability or shield of an independent group. Respect the voters by owning your message. This general rule allows difficult messages to be delivered without feeding voter suspicion about the origins of the ads, or allowing your opponent to cast doubt on the facts themselves. Technology allows for instant fact checking for the veracity of a campaign charge. Never risk your reputation on a string of facts that you cannot defend in a public debate or before an editorial review board. If it is an issue voters need to factor in before they head to the polls, spend your resources and personal credibility to explain your rationale. After all, debate is a skill you’ll need to hone to succeed in elective office.
2. Lead, don’t drag, voter to facts. The goal of every campaign should be to convince, not just scare or confuse voters. For decades, Republicans have been critical of the Democrat fear mongering on issues like Medicare and Social Security reform. Today, most GOP campaign shops use garden variety fear as a tactic to drive up opponent negatives and suppress the other side’s enthusiasm by creating a cloud. If your facts are solid and the charges fair, don’t dilute them with carnival tactics that weaken the overall effectiveness of your contrast. Yes, be tough. Demand attention to legitimate differences between you and your opponent. But be careful that you’re not sounding like an FM radio jock when presenting your courtroom arguments. Voters and newspaper editors are more likely to support your claims if they’re presented as an honest disagreement, not a gotcha moment.
3. Don’t delegate your personal judgment. You may have never run for political office before, but you have always had a gut reaction to unfair, negative campaigns haven’t you? Bring your instincts and critical thinking skills to every campaign decision, don’t hand over your brain to the media team. If your immediate family and non-political support is troubled by the tone or substance of your campaign, weight their opinion more heavily than the professionals. If you think a proposed approach is wrong, exercise your veto power decisively. Above all, never let a campaign decision be made for the possibility of short-term, immediate gain, because you’re probably going live a few days longer than election day.

Winning should never come at the expense of conviction, conscience or even good manners. This is far from the majority view among my friends and colleagues in politics, but it’s the fire tested way to deserve victory!

As the quiet organizer of a band of free market activists, Rohrer has been the point in a series of bruising battles to eliminate and replace school property taxes. While none of the wide-ranging proposals have earned a governor’s signature, his tenacity has fueled a growing grassroots movement committed to gutting and replacing the current homeowner-dependent method of funding public schools.

Those who cross swords with Sam find that on this issue or any others, his battles are never personal or partisan. Friend and foe agree that Sam Rohrer’s hawkish agenda has more to with family and faith, than a secret plan to capture the Speaker or Governor’s chair.

Churchill Strategies is pleased to introduce Representative Sam Rohrer’s new online webquarters, and a series of supporting printed and visual materials for his 2008 re-election campaign:

• SamRohrer.org
• “To Renew Pennsylvania” grassroots lit piece
• Backdrop and Sticker Package

• “What Happens in Harrisburg” – Capitol Corruption 101.
• “Taxes” – Just the facts.
• “Rocky” – Eich introduces his commitment to voters.
• “May 16th” – Eich sets the table for election eve.

“We have had a few disagreements, and none of us will pretend that we won’t continue to have a few.” – John McCain at C-PAC 2008

Heroes abound in the office. A bust of Ronald Reagan sits among images of Lincoln, Jefferson and Churchill.

Churchill Strategies was privileged to represent Commissioner Raja in his successful 2007 primary and general election campaigns. A naturalized citizen, and newcomer to the process, Raja’s race was universally dismissed by southwestern PA’s political establishment. In the end door-to-door, direct mail and a series of packed house parties earned Raja a seat on the Mt. Lebanon’s Board of Commissioners. Pittsburgh Magazine’s article is no doubt the first of many features on this extraordinary, new leader!

Ben Franklin never looked so good! From invitation to DVD case, the team fused rich blues and gold with subtle tapestry texture to produce this stately promo package. In addition to printed materials, Churchill Strategies produced “Frontlines for Freedom” - a visual investors report for the Harrisburg-based think tank.

Go on to the next page to view the video and other materials.

The Pennsylvania for Marriage campaign engaged Churchill Strategies to develop the brand identity for a grassroots effort to pass a state marriage amendment, stressing the need for a respectful, gracious tone in the debate over the Commonwealth’s definition of marriage. The group wanted help making their case absent the charged, emotional rhetoric.

The collaboration resulted in the development of www.YourAnswerMatters.com, an issue advocacy website with a bright, breezy, commercial feel and plenty of interactivity for visitors. The website’s bi-lingual themes appear on billboards in targeted cities and along the PA Turnpike. The question “Should Pennsylvania Kiss Marriage Goodbye” and other provoking inquiries urge drivers to provide their own answer online.

And answer they are, with a lively, respectful, cyberspace conversation. Here are a pair of opposing examples published on the site:

We are taught in sports that “it is not whether you win or lose; it is how you play the game.” Not so in the rough and tumble world of political campaigns, where “all is fair in love and war.” I learned this firsthand as a first-time candidate for state Assembly. Out of a sense of duty, and with a sense that I could make a difference, I decided to run. As a former teacher I taught good government, and as the leader of a grass-roots political movement, I sought political reform. Now I wanted to actually practice good government.

Allow me to share some of what I learned in the process, in hopes of drawing several important lessons.

Jeff Coleman | Churchill Strategies

It’s easy to exercise message discipline when you’re 10 points ahead, but what happens when you start feeling the hot breath of your opponent? Should you trust the strength and validity of your message or hit the refresh button? Is it time to shift into negative? Is it time to start weaving the story of the opponent’s perceived or actual liabilities instead of spending your podium time on a big vision and ideas?

Our view is that campaigns echo chamber core convictions, while functioning as the best showcase for the candidate’s leadership style and approach. Campaigns should be strategically adaptable and agile, but should never abandon its major premise - its very reason for existence. Voters are the best fraud busters. Campaigns in perpetual morph mode don’t inspire confidence or energy. Worst of all, candidates and causes that are perpetually tethered to the polls reveal their own weak leadership styles.

The flip side is of course getting it right at the beginning. Too often polls get in the way of finding the real voice. If the message doesn’t accurately communicate your reason for running, it’s time for a kitchen table huddle with the people who know you best. Erase the clever and contrived. Replace it with real.