If you want to get unpaid media coverage, you had better be quotable. It's an interesting problem, because very few candidates are quotable.

Taking on the media is something I would never tell a candidate to do. I'd advise him what I would do in that circumstance, but that's about it.

You better be able to defend it after the attack - so don't stretch it. In other words, if the guy's guilty of A and B, don't make him guilty of A, B, and C. That's what a lot of people do.

Does Rupert like me? I think so, but it doesn't matter. When I go up to the magic room in the sky every three months, if my numbers are right, I get to live. If not, I'm killed. Our relationship isn't about love-it's about arithmetic. Survival means hitting your numbers. I've met or exceeded mine in 56 straight quarters. The reason is: I treat Rupert's money like it is mine.

Don't back off on traditional values. It's important to show respect and tolerance for others, but they must show the same respect for your values. Tolerance is a two-way street.

If you are a good communicator, be unique: put yourself in your own commercials and do something a little different. To the extent you can focus on what it is you want to change, what it is you know how to change, and what it is you think will make life better for other people, you're going to do better.

It is a tremendous sacrifice to run for political office in America today.