2008 Primaries, Branding Politix, Messaging, Views on News, public relations • April 30th, 2008

The Wright stuff

by Chris Lato

Am I the only one who’s really jazzed to see Hillary Clinton go toe-to-toe against Bill O’Reilly tonight? She is throwing everything at the wall to see what sticks. It’s a Hail Mary pass. Pick your favorite cliché and go with it. How it will go is anybody’s guess, but this is as good a test as any of Clinton’s ability to defuse the enemy and connect with an audience that, charitably, is not inclined to support her. Check your local listings to find out when World War III begins.

While we’re at it, do you think Barack Obama’s head is ready to explode yet over the Rev. Jeremiah Wright controversy? These are the kinds of things that, if played right or not addressed properly by the candidate, can absolutely derail campaigns. Rev. Wright has been saying things that will be viewed as incendiary by many. When tied to Obama’s longtime relationship, people may justifiably ask what Obama was doing giving this gentleman so much credence in his spiritual life.

There is a strong case to be made that this isn’t over, and a smart campaign will know how to maneuver this public-relations nightmare into a positive – both Clinton and, later, McCain will be able to really dent Obama if they play their cards right.

The fascinating thing here is that people are defining the enigmatic Obama by his associations, and there is a lot of political heat around this issue now. Why? Because Obama has, quite vaguely, defined himself as an ‘agent of change.’ OK, that’s fine as far as it goes, and thus far it has definitely resonated in his favor.

But here’s where things get tough - it is time for Obama to start putting some meat on the bones. The press will lend a helping hand if you are unwilling to do the defining yourself, or wait too long to address the issue at hand. Rev. Wright has captured so much attention because we know too little about what Obama stands for. For better or worse, Rev. Wright gives us insight into where Obama is REALLY at.

It’s quite unfair to exclusively define Obama by his relationship to Rev. Wright, but by the same token it is an illustrative association. As for the ongoing press heat, I’ve said it before – the honeymoon is over. The protests that this is all ‘politics as usual’ only carry you so far. The press certainly isn’t buying that one anymore. Is Team Obama really ready to step up and take these serious issues head-on?

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