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THE PRESS ROOM: Sestak’s media strategy goes local
An occasional series of articles exploring how political campaigns are playing out in the media.
Pennsylvania, meet Joe Sestak.
Really, you don’t have much of a choice. If you live in any of the Keystone State’s 67 counties and even glance at a local newspaper, the Delaware County Congressman’s name and face are bound to catch your eye. If they haven’t already.
That’s because for the last three weeks, Sestak has been crisscrossing the state to build support and name recognition for his anticipated Senate run against newly-Democratic Senator Arlen Specter. By tomorrow, Sestak says, he will have visited every county in the state. The result has been a PR accomplishment of a different kind. Unlike the weeks immediately following Specter’s party switch, when Sestak graced national airwaves with incessant attacks against his new party colleague, this story played out on the local level, with so many stories in local newspapers they became hard to count.
To watch it from afar has been a quirky experience. Since he embarked on the tour at the beginning of the month, there have been at least 27 stories written about his travels in major local and regional newspapers and Web sites across the state. Few, if any, of these stories have broken new ground. Most were topped by a simple headline along the lines of “Congressman plans challenge to Specter.” Most reiterated the talking points Sestak has been putting forth for months now—Specter is a flight risk, he’s only out for himself, the party establishment shouldn’t anoint him, Sestak is the “true Democrat.”
In Somerset, the longtime Navy man said that “the military is a great template for Democratic values.” In State College, he bashed Specter’s support of former President Bush. “I think principle matters. I think it’s what’s lacking so often in our politics in Washington.” In Wilkes-Barre, he said “I believe changing parties is not the change Pennsylvanians need for the future.” In Erie, he said that “I don’t think there should be any kingmakers in politics.”
Through it all, he has met with newspaper editorial boards, spoken to voters and teased the national media with pronouncements that he “intends” to run against Specter.
There’s little question that the trek has increased Sestak’s name recognition—people who had never heard of him at least now know who he is. But it’s not without his risk. He’s been missing votes in Washington in bunches, something Specter’s campaign pointed out recently, calling him “AWOL.”
But in the immediate term, the trip has clearly boosted his political profile.
“I think it was a very smart decision on his part because he ended spending time with the party apparatchik, the activists, the people who make the Democratic Party function,” said G. Terry Madonna, a political scientist at Franklin & Marshall College. “And given the fact that Specter has been a Republican and just became a Democrat, I’m sure Sestak has had an opportunity to spend time with Democrats in the local leadership who haven’t made up their mind.
“I don’t remember anytime a candidate for statewide office did that,” Madonna said of visiting every county. “In modern history, only Specter has made the boast that he visits them regularly. Not even [Gov. Ed] Rendell makes that claim.”
•Also on pa2010.com: Sestak makes it official… or does he?
July 20, 2009 at 9:49 am
Tags: Arlen Specter, Joe Sestak, The Press Room
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John
Jul 20th, 2009
And the substance is.. where?
Supporting the idea of a primary isn’t the same as supporting Joe Sestak.
David Diano
Jul 20th, 2009
John-
All image, no substance.
There already is a Primary challenger: Bill Kortz.
http://www.kortzforsenate.com/2010/
HE actually announced (unlike a certain Admiral who can sh*t or get off the pot).
The key Kortz quote from his site: “I possess a strong work ethic forged by the 30 years in the Steel Industry.”
Outside of SE PA, 30 years in the Steel Industry trumps 30 years in the Navy. In the Navy, Sestak didn’t have to worry about layoffs and when his next meal was coming. If Kortz can raise his profile and enough money, he will drain anti-Specter votes from Sestak in the rest of the state, especially in Allegheny county.
Everyone is making the mistake of treating this as a two-way race (well, technically, it is two way: Specter vs Kortz). In a three-way race, Sestak can’t beat Specter.
Jon Geeting
Jul 20th, 2009
Nobody knows who Bill Kortz is. Sestak is on TV all the time. Democrats will be more likely to topple Specter by uniting behind Sestak – the candidate that already has a ton of buzz and momentum. This is a great analysis of why Sestak has the advantage: http://www.pittsburghlive.com/x/pittsburghtrib/opinion/columnists/zito/s_634280.html?source=rss&feed=7
David Diano
Jul 20th, 2009
Jon-
Correction #1: Nobody around Philly knows Bill Kortz (yet). Please notice that Bill Kortz’s name appears in the blue “hot topics” section right here on pa2010.
Correction #2: “Democrats will be more likely to topple Specter” This wrongly assumes that Democrats are trying to topple Specter.
The “case” that Salena Zito makes reads more like a Sestak press release or fundraising argument. It leaves out several significant weaknesses:
1) The endorsement is what tends to determine the names on the sample ballot handed out to voters. This makes a difference.
2) Sestak does not have the support he thinks he does in his district when it comes time to do the heavy lifting. Sestak will get the same lip service he’s been supplying us since he got elected.
3) Philly is voting for Specter. Sestak will likely win Delaware county, but not much else. Sestak has little appeal outside of his own region (who only like him because he defeated Weldon).
4) His campaign headquarters is a monument to the the mismanagement and myopia that comes with nepotism. By the time Sestak realizes that ability should trump loyalty, it will be too late.
5) Economic times are tough and Sestak’s max-limit donors of the past have better things to spend their money on (especially when they realize that Sestak soaked them last year, and didn’t spend a dime on TV and radio).
6) Specter has a year to make good Dem votes and be a power-broker to bring over moderate Republicans. Voters will judge him on his record and grades as a Dem.
7) Sestak’s 67-county tour gimmick is falling flat. Check out some of the photos and count how few county leaders showed up.
9) Sestak’s campaign is about him, and his image, not the issues. Watch him answer a question and find a way to recite his entire resume in a 3-paragraph-long sentence, before addressing the question.
Zito: The Sestak advantage… | GrassrootsPA
Jul 20th, 2009
[...] THE PRESS ROOM: Sestak’s media strategy goes local… [...]
ConservativeAnchor
Aug 21st, 2009
To the good people of Pennsylvania. All of you need to go back and look at Sestak’s voting record since 2006. Sestak has voted for every big guv’mint, big spending, welfare give away bill that was on the floor. The Stimulus, Omnibus, Budget, SCHIP, and now he will vote for Death Care Reform.
There are a series of youtube videos entitled Defeat Sestak Part #1 through #5. They are very illustrative of his Socialist bent.
http://www.youtube.com/watch?v=3Qmp0v7Q3dI
Do not allow Sestak to become Senator for the State of Pennsylvania. He will be a disaster.
PS. Ever notice he always calls attention to his military experience. Its almost like he joined, not to serve his nation, but so he could tell people he was in the military. Sestak is a disgrace to his uniform.