Karl Rove's inglorious exit from Washington hasn't hurt his protégés when it comes to finding work. After all, while Rove's strategic goals for the Republican Party appear to be in tatters, his legacy of winning low-ball tactics isn't being questioned by the pitiable cast of GOP presidential wannabees debasing themselves to the base.
The latest example is provided by the esteemed GOP media firm of Scott Howell & Co. It will be heading Rudy Giuliani's team of media consultants, applying its considerable expertise toward persuading all those Republican primary voters that Rudy is a real conservative who didn't turn New York into a "sanctuary" city. I'm sure Scott Howell & Co. will mount an effective campaign. After all, they're pros. As Giuliani spokesperson Maria Comella said, "This is a group of well-respected and experienced firms that we are glad to have on-board."
Yes, the firms are respected among Republicans, and why not? Just look at the qualifications of Scott Howell & Co. According to the company's Web site, Scott Howell himself was mentored by "Lee Atwater and GOP mastermind Karl Rove..." Presumably those mavens of political mayhem recognized and developed young Scott's "unique creativity along with strong strategic and messaging skills." And talk about experience! Scott Howell has been involved in so many hard-fought GOP wins that they are just too numerous to list here. But a few are worth mentioning. There was Tom Coburn's victory over Brad Carson in Oklahoma. Howell's skills were on display in a Coburn ad on immigration that featured dark-colored hands receiving food stamps. Who can forget the ad that helped Saxby Chambliss destroy Senator Max Cleland of Georgia? It cleverly juxtaposed images of the triple amputee Vietnam vet with Osama Bin Laden and Saddam Hussein. It should be noted that Howell insists he didn't actually produce that particular ad. (But one must also remember that mastermind Karl Rove often showed humility rather than take credit for hardball tactics).
Clearly, Howell's greatest achievement came in the victory of Bob Corker over Rep. Harold Ford, Jr. in the Tennessee US Senate race. That's the one, you'll recall, where the Republican National Committee contributed to the public discourse by financing a particularly effective Howell ad. It showed a perky blonde saying she met Ford at a Playboy party, winking at him and whispering, 'Harold - call me.'
How do Howell and his colleagues do it? For some insight, I recommend taking a look at the eight "rules of engagement" outlined under "Our Philosophy" on the Howell & Co. Web site. I've added some clarifying comments in italics.
1. All politics is local. Know the audience and what moves them.
Identify their fears and prejudices
2. Keep it fresh. Must be interesting for the viewer - creativity works.
Bend the rules to get their attention
3. Be innovative. Look for new ways to deliver a message effectively.
Figure out what imagery will most effectively overcome rational self-interest and provoke visceral reactions
4. Dictate, don't react. Set the terms of the debate and work to define what the campaign is about.
Identify the wedge issues and make sure they have nothing to do with reality
5. Don't be predictable. In order to reach voters sometimes you have to be willing to adapt and adjust to convey your core principles.
Be flexible and opportunistic in creating your attack ads and never stray from core principles like scaring voters about taxes, gays, terrorists and illegal immigrants
6. Pay attention to the research. It can help you on the road to victory.
Dig up the dirt and use it, for God's sake
7. Be absolutely credible.
Lie or at least mislead with the utmost sincerity
8. Connect. Shared emotions are a powerful motivator.
Don't hit 'em in the heart, but kick 'em in the balls - emotional appeals work best when they represent the lowest common denominator
Karl Rove's heirs have learned well. Their work for Rudy Giuliani and the other Republican presidential aspirants, and their adherence to Rovian "rules of engagement" will show that, as RNC Chair Mike Duncan said, "Karl was and is, at heart, a policy person, someone who has strong beliefs and a deep commitment to making our nation better."
Who can doubt that our nation's policies and civil discourse are better because of Karl Rove and his disciples? The party of "traditional values" understands this.