Why Mitt Romney Was Lucky To Lose South Carolina Tonight

Written by Brad Phillips @MrMediaTraining on January 21, 2012 – 7:01 pm

Newt Gingrich may have done Mitt Romney a favor by winning the South Carolina primary tonight.

If Mitt Romney had won, he would have become the de facto nominee earlier than any other presidential candidate in U.S. history, meaning that he alone would have had to endure more media scrutiny – for a longer period of time – than any of his predecessors.

Instead, he’ll now continue to share the media’s harsh glare with Newt Gingrich, a severely flawed candidate who will steal some of the limelight and help buffer Mr. Romney’s coverage. More stories about Mr. Gingrich’s angry ex-wife and messy leadership as House Speaker means fewer stories about Mr. Romney’s tax returns and Bain Capital.

If Mr. Romney had won tonight, he would have had to endure the media scrutiny alone for the next ten months. That would have been bad news for the Romney campaign for one reason: Mitt Romney does not wear well.

The more people are exposed to him, the more they dislike him. That’s not a personal view, but the conclusion of a Pew Research Center survey, which found that Mr. Romney is viewed favorably by only 33 percent of the public and unfavorably by 47 percent.

But now, Mr. Romney will have the advantage of appearing side-by-side in media stories with Mr. Gingrich, allowing voters to see a stark contrast between the two men.

Mr. Gingrich will be seen as an exciting politician who says unpredictable things that excite the base, traits that didn’t exactly rocket Pat Buchanan or Howard Dean to the nomination. Mr. Romney, who comports himself more like eventual nominees Al Gore, Bob Dole, and John Kerry, will likely be viewed as more presidential in comparison, likely helping to pave his way to the nomination. Of course, those three men eventually lost their general elections – but not before capturing their parties’ nominations first.

Assuming the wheels don’t fall completely off the Romney campaign, the comparison between the two men will help him and will shorten the length of time he has to endure the spotlight on his own.

I know some people will say a quick win would have been better for Mitt Romney since his campaign would have been able to save its money for a general election run. That’s true. But the bigger problem for Mitt Romney isn’t cash-on-hand. It’s likeability.

Note: For comparison’s sake, here are some of history’s earliest “clinch” dates:

  • January 27, 2004: John Kerry wins New Hampshire, becoming the de facto nominee.
  • February 1, 2000: Al Gore narrowly beats Bill Bradley in New Hampshire, becoming the de facto Democratic nominee.
  • February 5, 2008: John McCain becomes the de facto nominee after his Super Tuesday wins over Mitt Romney and Mike Huckabee.
  • February 29, 2000: George W. Bush finally becomes the de facto nominee after beating John McCain in Virginia and Washington.

COMMENTS? Do you agree or disagree with my analysis? Please leave your opinion in the comment section below, but remember the blog’s comment policy – no ad hominem attacks or pejorative name-calling will be posted.

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  • About Mr. Media Training

    The Mr. Media Training Blog offers daily tips to help readers become better media spokespersons and public speakers. It also examines how well (or poorly) public figures are communicating through the media.

    Brad Phillips is the Founder and Managing Editor of the Mr. Media Training Blog. He is the president of Phillips Media Relations, a media and presentation training firm with offices in NYC and DC.

    Brad Phillips

    Before founding Phillips Media Relations in 2004, Brad worked as a journalist with ABC's Nightline with Ted Koppel and CNN's Reliable Sources and The Capital Gang.

    Brad tweets at @MrMediaTraining.

    Christina Mozaffari is the Senior Writer for the Mr. Media Training Blog. She is the Washington, D.C. vice president for Phillips Media Relations.

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    Before joining Phillips Media Relations in 2011, Christina worked as a journalist with NBC News, where she produced stories for MSNBC's Hardball with Chris Matthews, NBC Nightly News, and The Today Show.

    Christina tweets at @PMRChristina.

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