Behind the Oval Office: Winning the Presidency in the Nineties. - book reviews

USA Today (Society for the Advancement of Education), July, 1997 by Raymond L. Fischer

The title Behind the Oval Office implies that Dick Morris liked to manage behind the scenes and, as Bill Clinton's "chief strategist," was able to pull strings from his position behind the President. Morris claims he was a "secret strategist' during all of Clinton's Arkansas races and between mid September, 1994, and mid April, 1995. He maintains that, as a "bird perched on Clinton's left shoulder," he whispered advice in the President's ear. Morris also reveals that, over a long period of time, he functioned as a secret intermediary between Senate Majority Leader Trent Lott and Clinton.

Early in the book, Morris makes it clear that readers will find no significant details about Whitewater, FBI files, Paula Jones, Gennifer Flowers, or any other Clinton-era scandals and very little about Morris' affair with a prostitute that cost him his job. Instead, this is a tell-all book about politics, Morris' techniques, and the Clinton White House. Despite what one might think of Morris' morals, if the man produced even half the political influence he details, his expertise as a political consultant must be admired.

The greatest importance of this book -- and it is an important one -- is the exposition Morris gives to how he works, polls, and got Clinton reelected; why the Republicans lost (complete with an analysis of how they could have won and a prescription for what they must do for the next election); and how a new moderate consensus has formed in America. Morris attributes Clinton's winning the 1996 election to five things: more and better polls; more, newer, and better 30-second commercials; modification of the President's stand on issues; a change in Clinton's relationship with the Democratic Party; and improvement of his oral delivery style.

Morris considers polling to be important for every aspect of politics. Specifically, his team polled to find what arguments would be most persuasive, pinpoint public concerns, test approval for proposed solutions, get reaction to ideas to be used in speeches, decide what to say in ads and which ones to run, and discover how the public was reacting to Republican ads.

Morris does have a few negative things to say about Clinton: The President can not fire anyone, has a terrible temper (but gets over anger quickly), is an outsider among his own staff, often is overwhelmed by details, and had an absolute need to micromanage many aspects of his campaign, especially the wording of ads and poll questions.

In the last chapter, Morris extends his apology for embarrassment he caused the Clinton Administration and relates his concern that he may have destroyed the special Clinton-Morris relationship. He closes the book with the President's assurance that their relationship will continue and that Morris will have "access all the time."