When the media gets into creating their own product and then deciding to cover it, they are becoming part of the process and, therefore, could be damaged.

I look for something unique, and I look for people who haven't reached their potential. I think I'm pretty good at developing talent.

I've found increasingly less effectiveness with the man-on-the street type of stuff that was very standard fare for years. It can still be effective, but it's got to be done well.

I only understand friendship or scorched earth.

Phrase it in an interesting way; don't phrase it in a mean or unfriendly way. Bob Dole said that if there's anything he would have done differently, he would have said [to George Bush] "Start telling the truth about my record" instead of "Stop lying about my record." Frankly, had he done that, life might be different for Bob Dole today.

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

You can get people the qualifications; But you can't teach them the qualities they're going to need. You can't teach integrity, a drive for excellence, refusal to quit under pressure. It's too late to build that into people you're going to hire.