Candidates rarely win battles with the media, and unless you really know what you're doing you should not tangle with them. The exception is when you know this is a search-and- destroy mission on the part of the media and your case is very strong, you are very articulate, you know what you're trying to accomplish - and you have no alternatives.

I only understand friendship or scorched earth.

To determine whether or not you have the ingredients to be charismatic, answer the following questions: What are your real feelings about who you are? What do you believe in? Do you have goals or a mission in life? Do you project optimism? Do others turn to you for leadership? Noncharismatic people spend their lives auditioning for others and hoping they'll be accepted. Charismatic people don't doubt their ability to add value to a situation, so they move forward with their mission.

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.

You've got to find a difierent approach. You've got to create some interest in your language, in the words and pictures you create. If a candidate can't give a 10-minute speech and have reporters reaching for their pens in the first 90 seconds, he probably shouldn't be running.

Reporters have a different point of view and a different job. Consequently, to the extent that you can help them turn in an interesting story that their editor is going to like and that's going to further their careers, they're going to give you more ink and cover you.

Growing up in Ohio and just being kind of an average guy from flyover country - my dad was a factory guy - I try to put things on a screen that reflect reality. I don't mind if people want to argue with that, or think that's crazy.