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Romney campaign sharpens message amid talk of internal dissent Romney campaign sharpens message amid talk of internal dissent
(about 1 month later)
Mitt Romney's campaign team is recalibrating its strategy amid signs of strife among his senior staff over Barack Obama's post-convention poll leads.Mitt Romney's campaign team is recalibrating its strategy amid signs of strife among his senior staff over Barack Obama's post-convention poll leads.
In a tacit admission that the campaign's focus on harnessing disenchantment with Barack Obama is not working, Romney's team will attempt to give a clearer, more positive picture of their candidate as they seek to regain the initiative with just 50 days to go until the election.In a tacit admission that the campaign's focus on harnessing disenchantment with Barack Obama is not working, Romney's team will attempt to give a clearer, more positive picture of their candidate as they seek to regain the initiative with just 50 days to go until the election.
The new strategy will not abandon negative campaigning, but will focus on positive ads as well as speeches to spell out the Romney would pursue in office, in particular his five-point economic plan.The new strategy will not abandon negative campaigning, but will focus on positive ads as well as speeches to spell out the Romney would pursue in office, in particular his five-point economic plan.
In a conference call with reporters on Monday, Ed Gillespie, one of Romney's leading strategists, said the change in tack was driven because many voters were only now locking into the election and wanted to know about Romney's policies. "We know people want to know more about the specifics. It is the time in the election cycle to do this," Gillespie said.In a conference call with reporters on Monday, Ed Gillespie, one of Romney's leading strategists, said the change in tack was driven because many voters were only now locking into the election and wanted to know about Romney's policies. "We know people want to know more about the specifics. It is the time in the election cycle to do this," Gillespie said.
As expected, the latest polls show Obama's large post-convention poll bounce beginning to narrow. A Gallup poll recorded a drop from 7% last week to 3%, with the president on 48% to Romney's 45%.As expected, the latest polls show Obama's large post-convention poll bounce beginning to narrow. A Gallup poll recorded a drop from 7% last week to 3%, with the president on 48% to Romney's 45%.
Gillespie pounced on the Gallup poll as an indication that Obama's lead is narrowing, and claimed Romney and Obama were in a "virtual dead heat" in the swing states.Gillespie pounced on the Gallup poll as an indication that Obama's lead is narrowing, and claimed Romney and Obama were in a "virtual dead heat" in the swing states.
But the problem for the Romney campaign is less Obama's post-convention bounce and more the fact that the Republican failed to secure any bounce at all. The campaign has also found itself persistently on the back foot, and the new positive message comes amid clear signs of trouble behind the scenes.But the problem for the Romney campaign is less Obama's post-convention bounce and more the fact that the Republican failed to secure any bounce at all. The campaign has also found itself persistently on the back foot, and the new positive message comes amid clear signs of trouble behind the scenes.
On Sunday night, the Politico website reported in detail on dissent from members of the team, with much of the criticism focusing on the running of the convention in Tampa and Romney's acceptance speech, which insiders say was a squandered opportunity to flesh out the detail of his plans.On Sunday night, the Politico website reported in detail on dissent from members of the team, with much of the criticism focusing on the running of the convention in Tampa and Romney's acceptance speech, which insiders say was a squandered opportunity to flesh out the detail of his plans.
Romney began his campaign early in the summer intent on making the election about Obama's economic record and making himself as small a target as possible by disclosing little about his own policies.Romney began his campaign early in the summer intent on making the election about Obama's economic record and making himself as small a target as possible by disclosing little about his own policies.
But since then there has barely been a clear week in which Romney has been able to get his message across, either because of a barrage of ads from the Obama campaign on Romney's record as chief executive of Bain Capital and his unwillingness to release more than two years' worth of tax records, or because of gaffes on his own side.But since then there has barely been a clear week in which Romney has been able to get his message across, either because of a barrage of ads from the Obama campaign on Romney's record as chief executive of Bain Capital and his unwillingness to release more than two years' worth of tax records, or because of gaffes on his own side.
Romney's trip to Britain, Israel and Poland, which was intended to showcase him as a figure of some standing in the international community, quickly went askew. His position on abortion became a week-long issue after Todd Akin, a Republican congressman in Missouri running for the Senate, talked about about "legitimate rape".Romney's trip to Britain, Israel and Poland, which was intended to showcase him as a figure of some standing in the international community, quickly went askew. His position on abortion became a week-long issue after Todd Akin, a Republican congressman in Missouri running for the Senate, talked about about "legitimate rape".
Then, last week, Romney issued a hasty response to the evolving Middle East crisis, essentially accusing Obama of appeasement. His rash comment, from which many senior Republicans distanced themselves, dominated the news in the US for days after the killing of US ambassador Chris Stevens and the other three Americans, and the spotlight is only now beginning to turn to Obama's policy on the Middle East and North Africa.Then, last week, Romney issued a hasty response to the evolving Middle East crisis, essentially accusing Obama of appeasement. His rash comment, from which many senior Republicans distanced themselves, dominated the news in the US for days after the killing of US ambassador Chris Stevens and the other three Americans, and the spotlight is only now beginning to turn to Obama's policy on the Middle East and North Africa.
In the first sign of his campaign's new approach, the team released a new ad on Monday saying that Romney, as president, would help the working and middle classes by creating 12 million new jobs in the next four years. To do this, the ad says, Romney would balance the budget, cut the deficit, reduce spending, champion small businesses, and confront China over unfair trade practices.In the first sign of his campaign's new approach, the team released a new ad on Monday saying that Romney, as president, would help the working and middle classes by creating 12 million new jobs in the next four years. To do this, the ad says, Romney would balance the budget, cut the deficit, reduce spending, champion small businesses, and confront China over unfair trade practices.
Economists say that the 12 million is slightly misleading in that this is basically the number of new jobs that will naturally be created as the economy recovers, rather as a result any action the federal government takes.Economists say that the 12 million is slightly misleading in that this is basically the number of new jobs that will naturally be created as the economy recovers, rather as a result any action the federal government takes.
Another ad is directed at Latino voters, a large demographic group that the Republicans have largely alienated through anti-immigrant rhetoric.Another ad is directed at Latino voters, a large demographic group that the Republicans have largely alienated through anti-immigrant rhetoric.
The Obama campaign team described the new-look Romney campaign as "an extreme makeover" and mocked what it sees as the sudden attempt to appeal to Latinos.The Obama campaign team described the new-look Romney campaign as "an extreme makeover" and mocked what it sees as the sudden attempt to appeal to Latinos.
Much of the ire detailed in the Politico piece, coming from other members of the team in anonymous quotes, is directed at Stuart Stevens, Romney's leading strategist.Much of the ire detailed in the Politico piece, coming from other members of the team in anonymous quotes, is directed at Stuart Stevens, Romney's leading strategist.
The article described a long-time Romney friend as saying: "The campaign has utterly failed to switch from a primary mindset to a general-election mindset, and did not come up with a compelling, policy-backed argument for credible change."The article described a long-time Romney friend as saying: "The campaign has utterly failed to switch from a primary mindset to a general-election mindset, and did not come up with a compelling, policy-backed argument for credible change."
Stevens is being overshadowed by Gillespie, a veteran Republican strategist and former chairman of the Republican party, who joined the team late, at the invitation of Stevens.Stevens is being overshadowed by Gillespie, a veteran Republican strategist and former chairman of the Republican party, who joined the team late, at the invitation of Stevens.
Politico reported arguments over speech writers before the convention, with two drafts of the speech being commissioned and ditched just days before the event.Politico reported arguments over speech writers before the convention, with two drafts of the speech being commissioned and ditched just days before the event.
Stevens, in interviews on Monday, played down the talk of internal dissent. Responding to the anonymous quotes about him, he told ABC: "I never get mad at people who criticise."Stevens, in interviews on Monday, played down the talk of internal dissent. Responding to the anonymous quotes about him, he told ABC: "I never get mad at people who criticise."
Stevens, who in the past has cautioned against hasty reactions when things have gone wrong for Romney, also noted that Obama's post-convention bounce was evaporating.Stevens, who in the past has cautioned against hasty reactions when things have gone wrong for Romney, also noted that Obama's post-convention bounce was evaporating.
Of the new-look strategy, he said that while the campaign would continue to focus on the ailing economy, it would become wider, encompassing foreign policy, the national debt and other issues.Of the new-look strategy, he said that while the campaign would continue to focus on the ailing economy, it would become wider, encompassing foreign policy, the national debt and other issues.
Romney's running-mate Paul Ryan was due to to make debt the central theme of a rally in Des Moines on Monday. Iowans have some of the lowest rates of credit in the country, making them particularly responsive to criticism of the size of the national deficit.Romney's running-mate Paul Ryan was due to to make debt the central theme of a rally in Des Moines on Monday. Iowans have some of the lowest rates of credit in the country, making them particularly responsive to criticism of the size of the national deficit.
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