This is the 14th article in a weekly series looking at possible 2012 presidential contenders. Click here to learn more about the series.
Sen. Jim DeMint (R-SC) is a tea party darling whose conservative bona fides have made him a rising star in the Republican Party.
He recently claimed he’s not running for president in 2012, telling Fox News, “Right now, I’m totally out.” But savvy political observers know political language when they see it, and the words, “right now” are typical weasel words intended to keep the door open.
Sen. DeMint has many of the seven traits all eight winning presidential candidates have had since the beginning of the 24/7 media age in 1980. First, his message about fiscal responsibility is strong, and is well-aligned with constituent concerns. He effectively repeated his message numerous times:
“I think everyone who campaigned – and won – as Republicans this time understands that we’ve gotta do what we promised. And that means less spending, less borrowing, less debt.”
DeMint appears comfortable in his own skin, reacting without a hint of defensiveness when asked about his colleagues’ criticism that his activities cost Republicans a chance at the majority.
He expressed a clear vision, saying his party can, “…turn our country away from economic disaster.” He even smiled at moments and expressed some personal warmth – important, since voters have elected the sunnier candidate in every election since 1980.
I’ll review Sen. DeMint’s communications flaws and give him a grade below.
Sen. DeMint doesn’t stand out as particularly charismatic, a problem for him since the more charismatic candidate has won every election since 1980.
Nor does he come across as particularly optimistic. Independent voters are attracted to the language of “Morning in America,” “Hope,” and “Bridge to the 21st Century,” and Mr. DeMint would be wise to frame his concerns in the context of what Americans can accomplish when working together.
Finally, his opposition to abortion – even in cases of rape and incest – is not likely to attract many independent voters.
Although Sen. DeMint would have a shot at defeating President Obama in 2012, he’d have to significantly improve his communications style to become a serious contender.
GRADE: C+
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, Rick Santorum, Chris Christie, Gary Johnson, Donald Trump, Mike Pence, Mike Huckabee, Sarah Palin, Barack Obama
