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.
Roger AilesShow me a man or woman with a mission, and I'll show you somebody that's tougher to beat.
Roger AilesIf you're running far behind in the polls and you decide to use comparative advertising, you have to be able to explain to the people why the incumbent shouldn't have then ob.
Roger AilesThere was no news in the Dan Rather piece. They didn't say [to Bush]: "We found a piece of paper that was overlooked in the 300,000 pieces of paper that were covered in the Iran-Contra hearings, and we have a piece of news we'd like to ask you about." CBS decided to create a media event and cover it in its own fashion. This was unprecedented in American history. CBS cancelled two-thirds of the newscast... to get a guy and take him out.
Roger Ailes