Fire the consultants: why do Democrats promote campaign advisors who lose races?

Washington Monthly, Jan-Feb, 2005 by Amy Sullivan

The situation puts candidates--who are loath to alienate the campaign committee whose financial assistance they desperately need--in a tricky spot. Even when working with experienced consultants, candidates need to retain some ability to disagree with a proposed idea or strategy. That's hard enough when the consultant is recommended by the party committee. But when the consultant actually is the party committee, the candidate's discretion stays sealed in a tight box. "It was an interesting dynamic, I'll say that," Wright says. "When Joe signed us up, he was on staff for the DSCC. We'd work on DS[CC] stuff during the day, and then he'd take us out to dinner and put on his consultant hat."

The level of their incompetence

This Peters Principle effect of Democratic operatives rising--or muscling their way--up to the level of their incompetence, happens for a simple reason: The consultants are filling a vacuum. After all, someone has to formulate the message that a candidate can use to win the voters' support. Conservatives have spent 30 years and billions of dollars on think tanks and other organizations to develop a set of interlinked policies and language that individual Republican candidates and campaigns can adopt in plug-and-play fashion. Liberals are far behind in this message development game. Indeed, most Democratic elected officials have been running recently on warmed-up leftovers from the Clinton brain trust, ideas which were once innovative but are now far from fresh. With little else to go on, consultants--many of whom came to prominence during the Clinton years--have clung to old ideas and strategies like security blankets. "Democratic consultants are being asked to fill a role they're not suited to," says Simon Rosenberg, head of the New Democratic Network, "to come up with ideas and electoral strategy in addition to media strategy."

Rosenberg hints at a second Democratic deficit: The party has no truly brilliant strategists in positions of power. Such talent is always rare in both parties and tends to come out of the political hinterlands, often as part of a winning presidential campaign team. Jimmy Carter's 1976 campaign was waged by a crew of Georgia political operatives with the help of unconventional pollster Pat Caddell. Four years later, Reagan defeated Carter by relying on a California-based gang of professionals. James Carville and Paul Begala were largely unknown before they took Bill Clinton to the White House. And outside the South, the team of Karl Rove, Karen Hughes, and Mark McKinnon weren't much less obscure when they put together the strategy for George W. Bush's winning 2000 campaign.

Republicans have proven much more adept than Democrats at giving their best talent a national stage. While Democrats have permitted a Washington consultancy class to become comfortably entrenched, Republicans have effectively begun to pension off their own establishment. "The D.C. consultants for the GOP have their list of clients, but they're definitely on the outside looking in," Chuck Todd told me. "The Bush people have been very careful to give them work ... but they're not in the inner circle." In 2004, seasoned Washington media strategist Mex Castellanos paid the bills with a handful of safe congressional races and a few unsuccessful primary challengers. Meanwhile, nearly every tight Senate race (North Carolina, Alaska, Oklahoma, South Dakota, Florida) was handled by a Tampa-based firm, The Victory Group.