Engaging on politics on the anniversary of a national tragedy, such as today’s 5th anniversary of the 9/11 terrorist attacks, is a double-edged sword.
On one hand, there’s the simple fact that there are journalists and television cameras looking for quotes all-day long. That, of course, is a very tempting opportunity for any political candidate. It’s even more so when you’re in a hotly contented race, such as Michigan gubernatorial election where you can’t afford to go a day without being in the news.
However, if you come across as too brazenly campaigning – even during the middle of a political campaign, it’s a public relations disaster in the making.
Governor
Jennifer M. Granholm (D, MI) took the easy and non-confrontational approach by
signing a proclamation to remember the heroes of 9/11. She encouraged everyone in Michigan to honor a moment of silence at 8:46 a.m. this morning, the precise moment when the first place hit the World Trade Center. Things like this are one of the advantages of being an incumbent; you can put forward proclamations like this to put your name in circulation without risking a negative backlash.
Her Republican challenger,
Dick DeVos, took a very different approach. One that, quite frankly, I don’t think was a wise tactical move. He essentially ignored the anniversary. Instead,
he focused on Granholm’s attack ad, which focused on 1,400 Michigan jobs that were lost during DeVos’ tenure as President of Amway.
This, in my opinion, was a bad tactical move on so many different levels.
First, the person delivering DeVos’ response was his campaign manager,
Greg McNeilly, and not the candidate. This fact put McNeilly’s name out in circulation and not the candidate’s. That’s always a bad idea, in my view, because voters won’t see McNeilly’s name on the ballot in 57 days.
Second, his comments simply keep the ad at the forefront of everyone attention. I would argue that it doesn’t really matter that the 1,400 Michigan jobs lost at Amway were the result of only 600 layoffs (the rest were a mixture of attrition and employee buyouts). There were still 1,400 fewer Michiganders working at Amway under DeVos’ stewardship.
Plus, the whole controversy serves as a reminder of DeVos’ connection with Amway. Since almost every voter in Michigan knows someone who worked hard as an independent distributor for Amway and never realized the kind of rewards that DeVos promised, every reminder of DeVos’ connection to Amway is essentially questions whether or not he can be counted to deliver the economic benefits that he is promising Michigan now.