Filed under: Political | Tags: CBS, David Letterman, Late Show with David Letterman, McCain, politics
On September 27 I blogged that John McCain’s decision to cancel his appearance on the Late Show with David Letterman was a painful decision, because he knew he’d take merciless comedic flack, and that it would last for weeks, if not months. But the alternative was for him to be seen joking around with Dave while the financial crisis unfolded before our appalled eyes. The comparisons to Nero fiddling while Rome burns would have been in the headlines before the first commercial break.
So I advised in my blog – surely one of the most well-read of any others among McCain campaign staffers – that McCain’s best course of action would be to let the issue fade a bit and then jump back into the guest appearance with both feet and take his hits.
And it appears that’s exactly what he’s going to do. I’m glad to see I can make a difference in the world.
Filed under: Political | Tags: David Letterman, image, McCain, Obama, politics, public relations, reputation
As you try to manage your image and reputation, there are always going to be times you know you’re going to lose either way. The trick then is to choose the path that exposes you to the least liability. Case in point: John McCain’s choice to become the butt of merciless David Letterman swipes after backing out of an appearance on the deservedly popular late-night talk show.
I’ve been a fan of Letterman since the late ’80s, but even recent aficionados of his ascerbic wit know that he will pound away, night after night, at people who get under his skin. He slammed away at Madonna as a recurring theme for over a decade. So John McCain – or at least his advisors – had to know that Letterman would mock the GOP Presidential hopeful. The alternative, from a public realtions point of view, would be that McCain would appear on Letterman’s show during the worst financial melt-down since the Great Depression and either (a) appear somber, as the fiscal circumstances require, thereby spoiling the mood of the show, defeating its jocular purpose, and giving Letterman the opportunity to tear him apart on the show, or (b) back out of the show and take a merciless comedic beating for several nights thereafter, but NOT give ammunition to the Obama campaign to depict McCain as laughing and joking his way through an evening during which fellow legislators would be wrangling with some of the most intractable financial woes this generation has ever known.
Obviously, choice (b) is less awful in general terms. But it’s also important to consider the target audience involved in any such decision. I’m guessing that Letterman’s target demographic is generally a bit younger and anti-establishment than the core McCain supporters are, and therefore they would generally be more Obama-leaning. So another factor in the McCain camp’s calculations could have been that the demographic is already disinclined to support him, so it wouldn’t be a great loss.
And, if they’re really smart and if McCain has a strong sense of humor and thick skin, they could reschedule the Letterman appearance, take the beating that Dave would administer, and laugh their way through what would be a semi-pugilistic reconciliation. That would show that McCain isn’t a stodgy old man, but somebody who gives as good as he gets. You know, part of that whole “straight talk” thing. After all, if you’re going to brand yourself, being consistent is essential.
It’ll be interesting to see if McCain is willing to take advantage of the opportunity.
