Romney and Clinton Use ‘The Comeback’ as a Way to Generate Momentum
Fresh off of Hillary Clinton’s ‘comeback’ in New Hampshire, the Mitt Romney camp is generating as much buzz as they can about his victory in the Michigan primary.
“Tonight marks the beginning of a comeback,” Romney crowed Tueday night. “Tonight is a victory of optimism over Washington-style pessimism.”
As another Clinton might have said, It’s all about momentum, stupid.
As with quarterly earnings reports for public companies, politicians work hard to exceed expectations. It leads to an odd dance, as they raise expectations about their chances, while their handlers spin down expectations.
Then, when they achieve moderate success, the candidate and the spinmeisters work their magic, giving the media every quote they need to declare that the momentum has shifted.
It’s less important that you have actually gained ground on a given day. The appearance of regaining momentum is more important.
Photo courtesy Romney campaign.
Tags: politics, mitt romney, hillary clinton, comeback, momentum, presidential race, primaries, michigan, buzz, expectations
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POSTED IN: Communication Tactics, Media Relations, PR, Persuasion, Politics, Spin
1 opinion for Romney and Clinton Use ‘The Comeback’ as a Way to Generate Momentum
Anne Wayman
Jan 16, 2008 at 1:59 pm
maybe I should have been or should become a political wirter
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