1. The Road to the White House : Strategies and Outcomes in the 1960 and 2000 Presidential Campaigns Joseph Hollis For Prof. Jeremy Lewis Capstone 499 : A final Tribute to the Lewis School of Government

2. Road to the White House: Intro Basic Strategies of the Presidential Campaign 1960, 2000 campaign overviews -candidates, organizations -candidate strategies -outcomes Comparisons and Conclusions

3. Broad Strategies of the Presidential Campaign Create a Leadership Image Building a Winning Geographic Coalition The Incumbency Factor Basic Common Appeal Reaching Voters Targeting Messages Timing Appeals Turning out the Voters

4. Candidates in 1960 Campaign: John F. Kennedy v. Richard Nixon Kennedy Background Nixon Background Vice-Presidents –Strategically beneficial or not?

5. 1960: Kennedy Strategies (Theodore White, Making of the President) Focus on 9 large states ( New York, Pennsylvania, California, Michigan, Texas, Illinois, Ohio, New Jersey, Massachusetts) Accentuating Kennedy’s Image Building a Leadership Image Discredit the Eisenhower Admin/ make appeal to the public Brain Trust for ideas (Harvard Professors –Would use data in Rhetoric and Speeches – wanted to be informed on National Policy –Civil Rights Strategy –Overall Campaign Strategy – Full Speed, all the time – almost recklessly

6. 1960: Nixon Strategies (Theodore White, Making of the President) -Accentuate his National Image “Leh Hall - Jim Shapley” Strategy -Peace and Prosperity Campaign Farm and Catholic vote Folksy Appeal Plans Board Pledge to Campaign 50 States Three Week Blitz The Eisenhower Factor

7. 1960: The Strategic Role of Media in a Presidential Campaign First time for everything Candidate preparation – internal and external factors Appearance is Key Outcome of the Presidential Debates –57 percent of those who voted believed that TV debates influenced their decisions……….6 percent, or over 4,000,000 voters, said their final decision was on the debates alone….. –Of the 4,000,000, 72% for Kennedy, and 26% for Nixon –(GALLUP POLLING, 1960)

8. Electoral College: 1960 John F. Kennedy – 303 (34,221,349) Richard M. Nixon – 219 (34,108, 647) Harry F. Byrd - 15

9. Candidates in the 2000 Campaign: George W. Bush, Al Gore Gore Background Bush Background Running Mates?? Homogeneous, or not?

10. Gore Campaign Organization: 2000 No Centralized Structure Too many staffers with too much input Campaign team internal problems –Bush +17 in approval rating at one point in time –Debates

11. Gore 2000 Strategies Campaign Intensely Initial “Attack Strategy” (would backfire) “Peace and Prosperity” trip Use the debates for advantage “Own man” (Leadership appeal, basic) Issue stances (refer to handouts) Reproductive Choice What to do with Clinton?

12. Bush 2000 Campaign Organization

13. Gore 2000 Strategies Continued Gore kisses wife Implications of it all

14. Bush 2000 Strategies Neglect the issues that divided Republicans, pitted stark ideological differences to Dems Outsider of Washington: “Rhetoric of Uniting” “Compassionate Conservatism” Moral Presidential Leadership Geographically – California emphasis

15. 2000: Electoral Outcomes (2) George W. Bush 50,456,169 – 271 Albert Gore, Jr. 50,996,116 – 266

16. 2000: Electoral Outcomes (1) Bush had safe states Gore safe states? Florida Recount Supreme Court decides President of the United States, split along ideological (partisan – lines)

17. 2000: Role of Media in the Modern Presidential Campaign Media has an intense impact on the Presidential Campaign Much of the campaign is dedicated to Media- related activities, and over half is spent on the budget Candidate will orchestrate campaign for the news media Hopefuls do everything to prevent embarrassment on television

18. 2000: Role of Media in the Modern Presidential Campaign Continued (2) MEDIA ADVERTISING –Consultants, and professional supplement the campaign staff (design, produce advertisements as well as buy time on different stations) –GORE : Washington Based Public Relations Firm –BUSH : Stuart Stevens, New York Filmmaker, Mark McKinnon, Texas Media Consultant –TARGETING!

19. 2000: Role of Media in the Modern Presidential Campaign Continued (3) Televised Debate Expectations beforehand Outcomes of Debates Poll Data

20. Conclusion Recap of Points The End