If you are a good communicator, be unique: put yourself in your own commercials and do something a little different. To the extent you can focus on what it is you want to change, what it is you know how to change, and what it is you think will make life better for other people, you're going to do better.
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It's better to be in charge of change than to have to react to change.
In general, I think man-on-the- street ads and endorsement spots are having less and less effect on people. The electorate's getting very sophisticated, and they want to make their own judgments.
Taking on the media is something I would never tell a candidate to do. I'd advise him what I would do in that circumstance, but that's about it.
If you're running far behind in the polls and you decide to use comparative advertising, you have to be able to explain to the people why the incumbent shouldn't have then ob.
In the Rather/Bush incident, it was totally unfair. CBS was trying him and convicting him and trying to execute him on national television. They had made up their minds. CBS made the fatal error of trying to become the political opposition to George Bush. And, when they did that, they put themselves in an arena where they can get knocked on their fanny.
You better be able to defend it after the attack - so don't stretch it. In other words, if the guy's guilty of A and B, don't make him guilty of A, B, and C. That's what a lot of people do.
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