This is the tenth article in a weekly series looking at possible 2012 presidential contenders. Click here to learn more about the series.
Rick Santorum (R-PA) served two terms in the U.S. Senate, but was ousted from office in 2006 by a stunning 17-point margin.
His controversial positions ultimately proved out-of-step with Pennsylvania voters on issues ranging from homosexuality (which he compared to incest), the theory of evolution (which he said is unsettled science), and mothers in the workplace (who he suggested should raise their children instead).
Despite his political setbacks, social conservatives have remained loyal. Attendees at the Values Voters summit last month voted Santorum sixth in presidential preference and third in vice presidential preference. His main message to them – and in the below clip – is that :
“…Main Street ideas, common sense ideas can come back instead of what is this clearly ideological bent that this Administration, the Democrats have.”
Has this flame-throwing social conservative restored his image enough to make a serious bid for office? He has a few of the seven traits that all eight winning presidential candidates have had since the beginning of the 24/7 media age in 1980. But he likely doesn’t have enough.
I’ll review his communications flaws and grade his performance after the clip.
Sen. Santorum assumes more the role of political analyst here than candidate with a message. As a result, his message is totally forgettable, and unlikely to spark a wide movement.
Of the seven traits, Mr. Santorum lacks at least four: he is not articulating a clear message or vision, and he does not come across as optimistic or charismatic. Independent voters value sunny candidates – the sunnier candidate has won every presidential race since 1980 – and Mr. Santorum too often comes across as sour.
He is aligned with constituent concerns to a point – but if the Pennsylvania voters who repudiated his leadership are any indication, his brand of conservatism goes too far for independent voters.
His frequent lack of eye contact is an apt metaphor for the lack of connection he’s likely to make with general election voters in the unlikely circumstance he wins the GOP nomination in 2012.
Unless he dramatically changes his approach to communications, Mr. Santorum is likely to follow the same unsuccessful path as other “traditional values” candidates, such as Gary Bauer, Pat Buchanan, and Alan Keyes.
GRADE: D
To see the other candidates I’ve reviewed so far, click on their names: John Thune, Mitt Romney, Haley Barbour, Newt Gingrich, Jeb Bush, Tim Pawlenty, Mitch Daniels, Bobby Jindal, Ron Paul. , Chris Christie, Marco Rubio, Gary Johnson, Jim DeMint, Donald Trump, Mike Pence, Mike Huckabee, Sarah Palin, Barack Obama
