Not to get waaaaay too far ahead of ourselves here, but take another look at that split screen image, and put Tom Brokaw on the left instead of Goofboy. Then have Brokaw say "Joining us from his home in Portland Oregon, Senator Steve Novick. Senator Novick, thanks for coming on tonight. Talk to us a little more about your proposal to use school buildings as LEED-standard models."
I say that in jest of course, but there's a very serious side to the job that involves fast-paced media encounters involving live video--for the inexperienced politician, that is not something you just get up and DO. There is an indefineable Senatorial quality that aspirants seek to achieve, and it's probably different for everyone--but one thing most people CAN tell is when you're faking it or just not quick on your feet.
And by my measure, this was an extremely smooth live national appearance by Steve, who was both as polished and crisp-looking as I've ever seen him, and relaxed and at ease with a somewhat unusual set of questions. His hair is very neatly styled, but it has that little dip in the bangs that hints at the non-TV Steve. That suit fits perfectly. His posture is good, his tone is even and his expressions are uniformly positive. He rolls with the punches, does manage to spend some time on message, and is highly gracious in dismissive if not hostile territory. And he even gets off his tagline, which--make fun all you like--people remember.
This is a prime example of what's called "earned media"--free showings of your ad because it got buzz among the talk/internet circuits. Will some other producer see the Fox clip and want his own interview, or just a story? Chalk up another free run of the ad.
Right now Steve is surfing a small wave, but national TV spots are a step forward. His biggest job will always be introducing himself to Oregon voters, but in a national political atmosphere that transcends state borders around election time, a familiar national profile can be extremely helpful to a single state's favored campaign. I want a nominee who can draw on that national attention, and make Oregon's Senate race a focal one in the national political dialogue. If this is a real change election year, and the country takes a noticeable lurch to the left from the top down, you will see some races keying that march. If Steve Novick is the nominee, we're already seeing what his potential is as a standard bearer for a new national politic. Or maybe we haven't, yet.
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