Fighting with the media almost always is a mistake. You can't win the argument, the media has the last word, and most times your argument is not justified.

To be successful, you've got to get the kind of torque that's created by a push and a pull.

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

I would advise people occasionally to take the media on, but only when you know it's a manufactured product and not a news interview.

You've got to attract interest in your candidate. The problem when you're running far behind is that you've got to move through those positive phases very quickly. Then, you have to draw attention to the other guy. You've got to create interest in why you differ from him and you've got to create a desire to remove him.

It's better to be in charge of change than to have to react to change.

If you're running because you want a job that's prestigious or because you have this vague knowledge that you're better than everybody else, you're easier to beat.