Fwd: CLIP | NYT: The Best Way to Vilify Clinton? G.O.P. Spends Heavily to Test It

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Flagging this story. Kind of bullshit that the NYT regurgitated all these attacks through this stunt - but nevertheless, probably a signal of things to come that we should heed Sent from my iPhone Begin forwarded message: *From:* Lily Adams <[email protected]> *Date:* July 11, 2015 at 12:56:48 PM EDT *To:* Clips <[email protected]> *Subject:* *CLIP | NYT: The Best Way to Vilify Clinton? G.O.P. Spends Heavily to Test It* http://www.nytimes.com/2015/07/12/us/the-best-way-to-vilify-clinton-gop-spends-heavily-to-test-it.html?hp&action=click&pgtype=Homepage&module=first-column-region®ion=top-news&WT.nav=top-news *The Best Way to Vilify Clinton? G.O.P. Spends Heavily to Test It* By ASHLEY PARKER and AMY CHOZICK JULY 11, 2015 ORLANDO, Fla. — Inside an office park here, about a dozen women gathered to watch a 30-second television spot that opened with Hillary Rodham Clinton looking well-coiffed and aristocratic, toasting champagne with her tuxedoed husband, the former president, against a golden-hued backdrop. The ad then cut to Mrs. Clinton describing being “dead broke” when she and her husband left the White House, before a narrator intoned that Mrs. Clinton makes more money in a single speech, about $300,000, than an average family earns in five years. The message hit a nerve. “She’s out of touch,” said one of the women, who works as a laundry attendant. “Her reality is just so different than mine,” murmured another, as operatives from American Crossroads, a Republican “super PAC,” watched closely from behind a one-way mirror. In rooms like this one around the country, an expensive and sophisticated effort is underway to test and refine the most potent lines of attack against Mrs. Clinton, and, ultimately, to persuade Americans that she does not deserve their votes. While the general election is 16 months away, Republican groups are eager to begin building a powerful case against the woman they believe will be the Democratic nominee, and to infuse the public consciousness with those messages. Shaping a Campaign Against Hillary Clinton American Crossroads, a Republican “super PAC,” conducted two four-hour focus groups in Florida to test a series of attack ads against Hillary Rodham Clinton. The effort could ultimately cost several hundred million dollars, given the variety and volume of political organizations involved. The typical voter has not necessarily fully tuned in to election coverage or followed the intricacies of Mrs. Clinton’s use of a private email account or foreign donations to her family’s foundation. But Republicans are acutely aware that early attacks labeling Mitt Romney as elitist were impossible for him to shake in 2012, and they view these next several months as critical in laying the groundwork to taint, and ultimately defeat, Mrs. Clinton. That is why, on a rainy night here, Crossroads, which was founded by the Republican strategist Karl Rove, gathered about 50 voters representing groups that it believes can be persuaded to vote against Mrs. Clinton — an all-white mix of young men, low-income adults, married mothers and politically moderate women. One problem in developing negative messages about Mrs. Clinton, Republican strategists have found, is that she and her husband have survived so many controversies by dismissing them as partisan attacks. So the Republican organizations are seeking to develop lines of attack that resonate more deeply or raise unsettling questions about Mrs. Clinton’s character. They showed the voters, who received $100, sandwiches and soft drinks for their time, more than a dozen 30-second ads. (Crossroads allowed a reporter to observe the focus groups under the condition that the participants’ names be withheld.) The ads highlighted Mrs. Clinton’s deleting of emails from her private account, tried to tie her to President Obama, portrayed her as distant from middle-class Americans and sought to persuade women that they do not need to support her because of her gender. But many, essentially, struck the same theme, depicting Mrs. Clinton as untrustworthy, an image that even Democrats supporting the Clinton campaign acknowledge is a weakness. About 57 percent of Americans do not believe Mrs. Clinton is honest and trustworthy, according to a CNN poll released June 2. Photo An ad shown to a focus group contests Mrs. Clinton’s comments that she and her husband were “dead broke” when they left the White House. “She’s got an open wound, and part of our job is to pour salt in it,” said Glen Bolger, a co-founder of Public Opinion Strategies, the Republican polling firm that conducted the focus groups. Mrs. Clinton’s allies point to relatively low trust numbers for Mr. Clinton in the 1992 and 1996 elections and his ability to win voters despite his personal failings. An ad titled “Shadow,” which ranked among the most effective ads that Crossroads tested in Orlando, argued that scandal trailed Mrs. Clinton like a menacing shadow. “Whitewater, Travelgate and Filegate,” a narrator began, referring to scandals from decades ago, including one over a real estate deal. Then the narrator moved on to more recent controversies, including her deleted emails, the foreign donations to her family foundation and the four Americans killed in the 2012 attacks on the United States compound in Benghazi, Libya. “There’s a sense of distrust, a sense of unease about her authenticity and her candor, that isn’t hard to stimulate,” said Steven Law, the president of Crossroads. In modern campaigns, given the fragmented way media is consumed, television ads are important but not always enough to create a narrative, especially over a long period. Crossroads plans to use a kaleidoscopic approach for its anti-Clinton campaign. In order to target particular voters with tailored messages, the campaign will feature tools including television and radio spots, digital ads on mobile devices, and pre-roll, the commercials that play before videos online. Crossroads is eager to establish itself as the leading attack dog against Mrs. Clinton, but it is a crowded field, especially as other super PACs are emerging as bigger players in the Republican money world. Right to Rise, a super PAC supporting former Gov. Jeb Bush of Florida, recently held its own briefing for Republican groups to highlight data it gathered from its own focus groups and polling of women, information that can be used in attacks against Mrs. Clinton. It stressed that Mrs. Clinton’s “dead broke” comments were particularly devastating, as were her deleted emails, though they required more explanation. Though the Clintons were in fact dealing with debt and legal fees when they left the White House, Mrs. Clinton later called her comments “inartful.” In addition, America Rising PAC, an opposition research group that focuses heavily on attacking Mrs. Clinton, began its effort with Twitter and other online posts more than a year ago before moving to paid digital ads. Mrs. Clinton’s campaign and Democratic groups believe that attacks on her trustworthiness and wealth could be the most damaging if they do not aggressively combat them. Rather than debating policies that would help working Americans, “they’re trying to make her Mitt Romney in a pantsuit,” said David Brock, the founder of several pro-Clinton outside groups and author of the forthcoming book, “Killing the Messenger: The Right Wing Plot to Derail Hillary and Hijack Your Government.” The Clinton campaign has also tried to turn the trust issue around by arguing that while voters may not trust how Mrs. Clinton handled her email as secretary of state, they can trust her more than Republicans to look out for middle-class Americans. Christina Reynolds, a spokeswoman for the campaign, said billionaires funding the attacks “are committed to keeping the policies in place that keep the deck stacked in favor of them at the expense of the voters she talks to around the country.” Democratic political groups, of course, will undertake their own offensive to attack a Republican nominee or front-runner, much as they did with Mr. Romney. But their task has been made more difficult by the large and uncertain Republican field. Both sides agree that the work undertaken long before the election, often in the year before it, creates the foundation for the most damaging attacks. Photo Ahead of the 2004 election, Mr. Rove and others involved in President George W. Bush’s re-election campaign tried to convince voters that Senator John Kerry was an opportunistic flip-flopper. The critique did not catch on until March of that year, when Mr. Kerry, in response to a question about funding for the military operations in Iraq and Afghanistan, said he “actually did vote for the $87 billion before I voted against it.” “The groundwork had been laid pointing out all the examples of flip-flopping in the past,” said Colin Reed, the executive director of America Rising. Republicans could hardly hide their giddiness when Mrs. Clinton made her “dead broke” remark last year. To many in the political world, the comment evoked Mr. Romney’s misstep at a 2012 fund-raiser where he said “47 percent” of Americans were overly dependent on government. Long before Mr. Romney made that comment, Priorities USA Action, the Democratic super PAC, had devoted months to portraying the Republican candidate as “a plutocrat who doesn’t care about people like you,” said Bill Burton, a Priorities co-founder. “The best thing you can do is set the table for a key vulnerability and hope the candidate lives up to the hype, which they likely will do,” Mr. Burton said. In Orlando, the “dead broke” ad emerged as the most effective spot, partly because it captured the gulf between Mrs. Clinton’s life and those of the less affluent people gathered. “She’s broke at another level,” said one man, who owns an electrical company and makes less than $50,000 annually. “She could be broke, you know, compared to the people in her world. O.K., in her status. ‘Oh, my God, I can’t buy a jet this year — we’re broke, we’re not going to Europe, sorry.’ ” Another ad that resonated, called “Throw Away,” opens with Mrs. Clinton saying she never throws anything away and is “two steps short of a hoarder” before a narrator points out that she deleted about 30,000 emails from her time at the State Department. But Crossroads still has some fine-tuning to do. A few women watching expressed sympathy for Mrs. Clinton, saying they sometimes felt like hoarders, too, and often deleted spam and other personal emails. Maybe that was what Mrs. Clinton had done? “They could have been from Bed Bath & Beyond,” one woman said of the emails. “Who knows?” -- Lily Adams Iowa Communications Director Hillary for America c: 202-368-4013