As long asthe audience or the public perceives you to be sincere in your approach and not petty, they will think it's fair and they will wait for the other person's response. But if they sense it's petty or the slightest bit unfair, they'll turn on you right away.

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.

Just because someone thinks he is being attacked by the media doesn't mean he is. Many times the media actually is being fair, and they're attacking for good reason.

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 love rich people. Any time I needed a job, I went to a rich person. I like poor people, but they never had a job for me.

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.

Don't back off on traditional values. It's important to show respect and tolerance for others, but they must show the same respect for your values. Tolerance is a two-way street.