The Romney campaign couldn’t keep its hands on its seventy-seven slide PowerPoint that crafts its campaign strategy, as well as the strengths and weaknesses of Mitt Romney as a candidate. The Boston Globe obtained a copy of it and has released some of the details.

Here are some views of Mitt Romney causing concern inside his campaign: His hair looks too perfect, he’s not a tough war time leader, and he has earned a reputation as “Slick Dancing Mitt” or “Flip-Flop Mitt.”

Romney and his advisers have identified those perceptions as threats to his bid for the 2008 Republican presidential nomination, according to an exhaustive internal campaign document obtained by the Globe.
…
The plan, for instance, indicates that Romney will define himself in part by focusing on and highlighting enemies and adversaries, such common political targets as “jihadism,” the “Washington establishment,” and taxes, but also Democratic presidential candidate Hillary Clinton, “European-style socialism,” and, specifically, France. Even Massachusetts, where Romney has lived for almost 40 years, is listed as one of those “bogeymen,” alongside liberalism and Hollywood values.

Indeed, a page titled “Primal Code for Brand Romney” said that Romney should define himself as a foil to Bay State Democrats such as Senators Edward M. Kennedy and John Kerry and former governor Michael Dukakis. Romney should position himself as “the anti-Kerry,” the presentation says. But elsewhere in the plan, it’s clear that Romney and his aides are aware he’s open to the same charge that helped derail Kerry’s presidential campaign in 2004: that he is a flip-flopper who has changed positions out of political expediency.

Here’s Romney’s sell on himself:

The plan concedes that, with McCain and Giuliani in the race, Romney is unlikely to be the top pick for those voters looking for a “war/strong leader.” His goal appears to be establishing himself as a credible second choice for those voters, but the first pick for voters looking for an energetic, optimistic, and innovative chief executive. (A page titled “Own the future” dubs McCain the past, Giuliani the present, and Romney the future. )

The case for Romney, according to the plan, is this: “Mitt Romney, tested, intelligent, get-it-done, turnaround CEO Governor and strong leader from outside Washington, is a better candidate than McCain & Giuliani to ensure that America’s strength is maintained so we can meet a new generation of global challenges.”

Romney’s oppo research on Rudy Giuliani is pretty interesting.

Giuliani is called an outside-the-Beltway rock star and truth teller who earned the nation’s trust for his leadership of New York City’s response to the Sept. 11, 2001, terrorist attacks. But he is described as a one-dimensional Lone Ranger whose social views — he supports abortion rights and civil unions for gay couples — could destroy the “GOP brand.” “We can’t disqualify Dems like Hillary on social issues ever again” if Giuliani is the nominee, the document states.

The plan also touches on what it calls Giuliani’s ethical issues, including his relationship with Bernard Kerik , former New York police commissioner who withdrew from consideration to become US homeland security secretary amid allegations of improprieties. It raises Giuliani’s “personal political liabilities,” an apparent reference to his three marriages and bitter public divorce from his second wife, Donna Hanover.

The Giuliani campaign had a similar campaign strategy document leaked in January. More recently, a 1991 opposition research text was leaked on Giuliani.

Posted by Matt Browner Hamlin
Tuesday, February 27, 2007 at 9:07 am

1 Response to “Romney Strategy Document Leaked”

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