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.
Roger AilesThere's something about the American people: They have such an innate sense of fairness that the red light goes on and the bells go off the second you approach that line. Any kind of personal attack is verboten. You shouldn't do it; it's not worth it.
Roger AilesThey [candidates] say, "I don't want to say anything controversial." And so nobody covers them. Then they blame the journalists, saying "Why don't they write down what I said?" In congressional races, 90 percent of the time the answer is, "Because you are boring and you don't have anything that makes me interested in listening to you. Why the heck should somebody write it down? There's nothing here worth hearing."
Roger AilesWhen 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.
Roger AilesIn the Rather/Bush incident, it was totally unfair. CBS was trying him and convicting him and trying to execute him on national television. They had made up their minds. CBS made the fatal error of trying to become the political opposition to George Bush. And, when they did that, they put themselves in an arena where they can get knocked on their fanny.
Roger Ailes