Some may accuse Colorado Pols of paying a bit too much attention to the James Dobson/SpongeBob SquarePants story. Yet, on a Saturday when the story is still alive (thanks to Dobson and the Focus on the Family staff, see below), this whole situation is a great example of how politicians can get themselves into PR messes. And, since it involves a Colorado guy, on we go with some political PR dos and don'ts for our friends in Colorado Springs.
DO take a step back. One of the first rules in political PR is that when the official or candidate says something stupid, or does something to divert attention from the true message, it's time to take a step back. We're not saying this is the case where you've got a crisis on your hands - like the candidate getting arrested. Then it's time to go into full-blown crisis mode. We're talking about actions that knock a campaign or effort off its message mark and focus media and public attention elsewhere. That's exactly what happened to Dobson this week when he went from being the voice of the evangelical wing of the GOP who's going to hold Bush accountable this term to the person who thinks SpongeBob SquarePants is gay.
DO let the story die. This is a one day story at best. There's football championships this weekend, a big snowstorm hitting the Midwest and east coast, and Tom Tancredo's dazzling burst onto the New Hampshire landscape for the media and public to think about (well, maybe not the last one).
How does a story die....?
DON'T try to explain yourself. If you keep your mouth shut and don't try and explain yourself, the story dies. But, like any politician following his natural instincts, Dobson went out on Friday and tried to explain themselves. For a good example, check out the Colorado Springs Gazette's coverage today, which is being mirrored elsewhere in the country. When the politician wants to explain himself in this type of a situation, it's the staff's job to help a politician rein in those natural instincts. Trying to explain "what I really meant" only gives the media something new to write off, and, presto, the story continues.
DON'T give an opponent free media. Seriously, who among our two readers even knew that Nile Rodgers was producing a video starring cartoon characters that would help teach tolerance to kids? Was the New York Times newsroom buzzing over this creative update to "We Are Family" and preparing to break the news to a waiting world, only to be trumped by James Dobson? Of course not. This effort was way under the radar. Now, thanks to James Dobson, Nile Rodgers is writing in the Times about his project, talking to Katie Couric about it and it's all over the news and the talk of late-night TV.
If Dobson is going to be taken seriously as a player in politics in this country, he needs to get some people around him with a little more sense of how the game is played. Meanwhile, to most Americans who even know who he is, they'll know him as the guy who thinks SpongeBob is gay. And, while Dobson's base may forgive him, don't think the White House is somewhat happy that one of the more public voices trying to force their hand on certain issues is now a laughingstock.
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