The California recall election brought to mind a recent movie, but Arnold Schwarzenegger wasn't a cast member. The movie is "A Perfect Storm" and Arnold's election --
everyone calls him Arnold in California -- occurred because a series of policy and public relations disasters came together with the right timing to sink Governor Gray Davis'
ship.
The Perfect Storm that sunk Gray Davis' ship came from a combination of issues: California's energy crisis and the subsequent budget crisis coupled with a decision to sign a
bill allowing illegal aliens to get drivers licenses (a bill Davis had previously twice vetoed); an image of a plodding technocrat Governor who appeared to have no vision,
strategy or leadership; the lack of having a credible Democratic candidate as an alternative to Davis on the ballot and finally, a challenger who fit the mold of mainstream voters
in California (moderate in social issues and conservative on fiscal issues) who also had virtually 100% name recognition. The coup de grace was a whopping 300% increase in the
vehicle license fee.
Interestingly, many analysts agreed that this one issue -- which polarized voters -- could have been a virtual non-issue if the Davis administration had created a public
relations strategy explaining it better. But the Davis camp failed to capitalize.
However, this was not an oversight within the Davis administration, but rather a continuation of "business as usual." Gray Davis' theme when he ran for Governor was that he was
the best-prepared candidate California had ever seen. But almost immediately upon taking office, Davis' communications people were never able to get in front of crisis issues,
they only responded. And, for the most part, their responses were either too little, too late, or the wrong message...sometimes, all three. As a state legislator, Gray Davis got
pictures of missing children put on milk cartons. It was often noted by editorial cartoonists that perhaps Davis' own picture should be among them.
With the Davis Statehouse putting its collective head in the sand, a Schwarzenegger victory was inevitable.
Arnold Schwarzenegger won in typical Hollywood style, while the beleaguered incumbent focused on issues that he believed were important to his fractured liberal Democratic
base, and lost the race. This was not an election of issue substance; rather, the recall election clearly showed that thematic value coupled with image, ruled the day. For in the
end, the polished, show-biz governor-elect spoke little about what he would do about the economy and rising unemployment and more about how he would lead. This election was less
about substance, and more about the qualities a candidate would bring to the office: leadership and changing politics as usual. It's a lesson that, although the end-result was
victory, PR pros might want to take with a large pillar of salt.
The Democrats created the perfect storm and an environment for change. Much of the politics of change, however, favored a recall of the governor. It was Schwarzenegger who
proved to the electorate that he was the person capable of leading the State of California. Because of his name appeal, Arnold Schwarzenegger became the instant agent of change
via-a-vis politics as usual.
As much as anyone would like to believe that issues are important, Schwarzenegger wisely avoided specifics and focused on messages of leadership and change. Schwarzenegger took
advantage of voter discontent, not by focusing on issue specifics, which would have only alienated many supporters, but painting himself as the agent of change. By establishing
himself as the outsider who would affect change, Schwarzenegger showed his leadership qualities.
Schwarzenegger stuck to his message of leadership and change throughout the short election. Nowhere is this more pronounced than in his handling of the "groping" issue that
surfaced in a scathing Los Angeles Times story on the Thursday prior to the election. Schwarzenegger rightly admitted his past transgressions, apologized for his actions and went
back to his main message. His campaign only commented on the allegations for one day, and then moved to have the candidate surrounded by women, including his wife who had done
minimal public campaigning until then. By handling this crisis immediately, and not attempting to cover up his actions, or become accusatory and defensive, Schwarzenegger was able
to move quickly back to the campaign themes and avoid what could have been lingering media inquiries.
Arnold's campaign team provided a textbook example on how to handle an extremely sensitive crisis that could have sunk the campaign. Fortunately for them, the Times story broke
so late in the campaign, and was so poorly received, that they didn't even have to attack the Times in their response. Enough talking heads (yours truly included) did that for
them. Instead, they positioned Arnold as being contrite and apologetic without any hint of a cover-up. Their handling of the crisis should be a guide for all PR practitioners who
are providing crisis communications counsel to their clients.
Many CEOs and companies should take notes from the Schwarzenegger playbook. The body builder-cum-politician effectively promoted and repeated his new vision for California, and
when confronted with a crisis, the candidate admitted wrongdoing, which enabled him to rekindle his vision, theme and message.
Political scientists and public relations practitioners will study this election to determine if this historic recall sets a pattern for future elections. I do not believe it
will because "The Perfect Storm" scenario cannot be planned, it can only be prepared for. What should be taken away from all of this is that we need to always be on our toes.
Basketball wizard John Wooden taught his players to always be on their toes because in that position, they can move in any direction. And when they are on their heels, they can
only move backwards.
Contact: Harvey Englander, who has worked on numerous national and regional political campaigns and ballot initiatives, is Senior VP/general manager in the Los Angeles office
of The MWW Group. He is the recipient of PR NEWS' Public Affairs Executive of the Year. He can be reached at 213.486.6560; [email protected]