Behind the scenes. We will show you what they dont like to talk about. The lighting is okay in politics. Stossel whats behind winning the presidency . When it comes to winning the presidency i would like to think the choices about whose ideas are better but when you talk to people behind the scenes they talk about moments. There are a series of moments and thats what matters. Remember the scream . Howard dean led john kerry in early polls but then after a while you try to rally the troops. California and texas and new york. Stossel the people in the room said it sounded like a normal rally. But because deans microphone picked up only deans voice for tv broadcasts made him sound crazy. That unfairly may have killed his campaign. Even images can matter more than issues. This video is said to have hurt john kerry. This is said to have helped bill clinton. The 1980s republican primary george bush had momentum against Ronald Reagan until in the debate in New Hampshire there was a moment where reagan looks strong. That moment helped change the campaign. Read my lips. The difference between a hockey mom and a pit bull, lipstick. Otherwise you have to depend on the candidates seizing the moment that you didnt expect to happen. Stossel those moments up for this election has been poorly phrased comments. If you have a business, you didnt build that. Somebody else made that happen. Stossel i like being able to fire people provide services to me. The media called those gaffes but often the media doesnt know when ed muskie lost the 72 primary because he looked like he teared up and defending his wife everyone said candidates cant cry because that is weak. But then in 2008 Hillary Clinton cried. I have so many opportunities in the country. She began to tear up and her voice cracked a little bit. I just want to see us fall backwards. She showed being human. You know this is very personal for me. Stossel pundits pounce. People perceive that as weakness. I think they will and i think they should. It makes it look like your campaign is in trouble. Stossel but the pundits were wrong. The next day she beat obama in the New Hampshire primary. The kind of comeback that New Hampshire has just given me. She tears up and that moves 11 points in one day. She showed real authenticity and i think voters very much were attracted to that. Stossel authenticity is rare in politics and in president ial campaigns the consultants strive to control everything. Democrat bob beckels counseled hundreds of candidates its theater of politics and is trying to get people to come into the theater and take a look and see if they like your play. Stossel Romney Campaign was preparing a plate trying to get lots of people to watch. The only way he can attract visitor looks good. Just one president ial Campaign Event in the fall general election involves 400 people, advanced people setting up the stage. A president and Campaign Stop involves a lot of hard work. Stossel most are paid to do this. Some are volunteers. Does anybody have any questions . Up on the planning starts days earlier. Driving around smalltown american asking people hey and use your screen text. Stossel will ritter was candidate operations for mitt romney. Hillary clintons last president ial campaign was run by patty stahl is delayed. You can robocalls. Hillary is going to be here. Stossel they even advertise in the sky. Com ticket. See the playing company can do the . Stossel because of the arenas bigger than the crowd. The football stadium seats about 80,000 people. Only problem romney had a thousand in the crowd making it look like a total flop. Six talented advanced people on the ground for five days. We are at Painting Part of the backdrop for the shot that you see for the riser. Stossel campaigns obsess about every sign, every camera angle. You have to see the campaign through the lens of the camera. We take cameras and set them up on risers that we send to the press and look at it to make sure the angles are right. What difference does it make . Visuals matter so much. Cameras see things and they need light and they need sound. Please welcome the next president of the United States. Stossel if we fail the message stays here with two or 3000 people in cleveland ohio. The goal is to make sure transfers to move as many people as possible. Live on of the cables. Can i get more hand signs in the crowd behind him . Stossel setting up one event may take weeks. It may last 10 minutes. 1 00 or 2 00 in the morning we will be on the road. Stossel do you ever sleep, do you ever shower . I think we went basically three days with no sleep, no showers. Stossel and allies with the fear that one simple mistake, even a poorly chosen image can destroy a campaign. Ask michael dukakis. You didnt want to wear it. I heard his body man toga lead person who doesnt want to wear a helmet. He understood that wasnt going to be a Good Television shot. Stossel consultant steve murphy worked with dukakis. The answer came back but they will not lay you write a tank without wearing a helmet because its unsafe. Stossel that moment turned into this commercial. Did ads like that really worked . The consultants think they do. They still rave about this ad. It ran only once but it was talked about so much on tv they say it changed all campaigns. It was the first negative ad to use fear and raw emotion. These are mistakes we must either love each other or we must die. Stossel vote or die, pretty relevant. But pretty unfair. Mark mckinnon worked on the Bush Campaign which ran this ad showing the candidates consoling 9 11 victims. Or president took ashley and embraced her and was at that moment that lisa ashleys isil up with tears. Stossel come on this is the presidency. You are playing this music and we are supposed supposed to vote for this guy because she tears up . Thats about what they did. This ad aired in ohio in 2004 and was absolutely pivotal. Stossel this ad is also great. Beckel worked for reagans opponent. I see this ad come up on television and says this farmer and his son in this beautiful pasture. They put their hands over their hearts as the flag came out and i stood up and put my hand over my heart. The tagline is real at Ronald Reagan. I said are you kidding me . That is blatant, blatant and good. You may think its corny but lets face it. You think everything is corny. But if you can get an image like that it really matters. Stossel ed rollins was reagans campaign manager. There are two arguments you make in a campaign. One is an intellectual argument and one is an emotional argument. Stossel when beckel ran mondales campaign he saw this ad. Wendys was trying to convince people that their burger had more beef. You were home watching tv with your girlfriend and he saw this ad. I saw the ad and it was my girlfriend is said to me you know that reminds me of gary hart. Whats he all about . All of a sudden it clicked. Theyre not pulling. This is just a comment. That triggered in my mind something that made sense. We put it on a poll and tested well. Stossel so mondo used in the debate. Wheres the beef . He spent 100 million on ad campaign to commend opening for a line and i want to thank them very much. That work, that made a difference. A confirmed in peoples mind something that it then on their minds which was is this guy really up to it and a sea of experience to doing it . All of a sudden he has to be on the defense and he hasnt handled it well. Stossel there were several things i hart didnt handle well but thats another story. He was reeling and we came right back in with another punch which was. The most awesome powerful responsibility in the world lies in the hands and picks up his phone. Stossel again they used a motion to sell the idea that hart was not substandard. The future of the world is at stake. Stossel decades later. Its 3 00 a. M. And your children are safe in the city but theres a phone in the white house and its ringing. Stossel Hillary Clintons consultants use the same theme to attack barack obama. In this case it was barack obama hearing the phone at 3 00 in the morning. Do they think this had stolen it from us . Absolutely. Stossel todays ads or more were likely to be directed at americans say we dont like these attacks. But they do work. In the swing states they now run all the time. If you are sick of hearing me approve this message believe me so i mind. I am barack obama. I am at romney. Stossel however most of you wont see those messages. You had been excluded. I will explain why next. The only way to get better is to challenge yourself, and thats what were doing at xfinity. We are challenging ourselves to improve every aspect of your experience. And this includes our commitment to being on time. Every time. Thats why if were ever late for an appointment, well credit your account 20. Its our promise to you. Were doing everything we can to give you the best experience possible. Because we should fit into your life. Not the other way around. Stossel Political Parties spend millions trying to persuade you to vote for their candidate but its more to it than just convincing you. First they assess whether you are worth convincing. The whole art of politics and president ial politics particularly is to target the people were with you at the beginning, leave them alone. Target those are going to be against you and dumpster them up and focus have been you can on those who are persuadable. Stossel that may just be 10 of the people . E. Spina 20 but this year particularly its down to 10 so the art of finding that 10 is really going to be key. Stossel no one did that better than karl rove. He pioneered what he called microtargeting and that was credited with winning the 2004 election. He compiled reams of information about people. If they own a gun. We had a microtargeted voter file which we had 225 pieces of Household Level information. We knew a kind of car they had. Stossel republicans today most often drive ford mustangs audis and mercedes. Democrats are more likely to own a honda civic hybrid, a volvo or and even watch different tv shows. Conservatives like dancing with the stars and modern family. You have to pay taxes for the rest of your life. Stossel liberals are more likely to watch law and order or 30 rock. Tonight kgs will not be the worst thing on television. It will be jon stossel. Whos with me . Stossel not surprised that liberals watch that he would differences that make . If make . If you want to region independent swing woman voter by the house and garden channel. If you want to reach a republican leaning but less likely to vote independent swing man, go buy the golf channel. Stossel rove did research on blacks that might vote for bush and he found that many are christians that might watch these preachers. So rove placed advertisements there. In ohio in 2000 bush got 20 of the africanamerican vote and in 2048 at 16 because we were able to identify a group of africanamerican voters who know their history is overwhelmingly democrat. We had clues that gave us a sense that they might be reachable. Stossel does you consultants want to reach not just swing voters but swing voters in these 10 states. You take a map of the United States and you use processing. We cant win here. Stossel most of us dont really count. We live in the wrong state. Stossel i live in new york in my states electoral votes will go to democrats. No doubt it doesnt matter what we do or all new york swing voters shift their votes. He lived in texas, doesnt matter you vote for texas will go to the republicans. Why campaign in the other states . We dont. Stossel they do go there but just to raise money from rich people but otherwise the consultants ignore 40 of 50 states. This is not about a national campaign. Its about persuadable voters in key states. Stossel Campaign Managers copied numbers. Two steps. First identified your key voters and then get them to vote. Your only priority today is getting people to vote. Stossel they call that geotv. Have you had a chance to vote yet . Hundreds of volunteers to knock on their doors. You have to call them and reminded todays caucus day, todays voting day, call them want to call them twice. Im calling to remind you that today is election day. Stossel you call them again and . Tell them where their polling places. You have to make sure your voters can get out there. Stossel today the phone systems automate. A volunteer presses the button in the phone automatic dials the likely supporter entered name pops up along with the script. The Campaign Calls these people months before. The computer kept track of who said they would vote for the candidate. Then on election day phoned again to make sure they did. Wonderful, thank you. Stossel if you suspect they might not vote. People dont just vote anymore. Now you go and pick them up and taken there. Its an art form. Stossel when we return i will show you how campaigns manipulate people like me. Attention americans eligible for medicare. Changes to medicare plans could significantly Impact Healthcare costs. Are you getting all the benefits youre entitled to . New plans are now available that could increase your benefits and lower how much you pay out of pocket. To update your coverage or enroll for the first time call healthmarkets. Well help you find the medicare plan thats right for you. 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And their service didnt cost a cent. I tried shopping on my own and got nowhere fast. Healthmarkets takes away the confusion. Too often i see my patients paying more than they need to because they dont know what theyre entitled to. Dont let the medicare deadline pass. Ask the right people. To find the right plan for you. If you miss the deadline, you may have to wait another year before enrolling. Call healthmarkets now. Call this number by the deadline. And let healthmarkets find the right medicare plan for you without cost or obligation. Call now. Stossel sometimes i feel sorry for president ial candidates. I feel they are strange because they up to face us, the media. Look at the candidates smile. You know they must be a question like this. Feels as if you are americas most tactless president since carter. Stossel they smile. They just keep smiling and laughing. Dont get the impression that you arouse my anger. One can only be angry with those he respects. Stossel i bet that romney doesnt respect the reporters who followed him to a memorial site. U. S. Reporters shouted questions at him. Stossel one of his aides told reporters kiss my [bleep]. Consultants be reporters as conduits. Tonight their usefulness is what they can do to carry a message to the voters. After that theyre useless. We have a message of the day so reporters dont get confused by too many messages. To build up rich to the 21st century. Stossel of an isa convention bill clinton said build a bridge build a bridge to help our parents raise their children. To build that bridge. Bridge, a bridge, a bridge. Stossel all right are ready i would think a candidate would say you dont need to repeat that much. Theyre really good ones finally say i get it and they do it. Yes we can, yes we can. I look at these reporters to complain about it. You are sitting back then he dont like the message. Too bad, stay home. Stossel the media needs a candidate. And so we follow them everywhere. Stossel mitt romney was followed by a pack of dozens reporters, sometimes by plane and more often by bus. They called their life living in the bubble. Nicole lived in a bubble. She followed romney around the world. Thank you. Stossel how many cities have you been to . I dont know how many cities. Ive definitely lost count. Its not uncommon to lose track of time in the day, timezone. Stossel you wake up and you dont know where you are. The room looks as them but the bathroom doors in a different place. Stossel everyday nicole lead others follow the candidates videotaping anything that might be interesting. When i was her age it took for Union Workers to do what she do this does. Kind of a valet in a box. Stossel its a tough job for reporters. The emotional and physical toll that running it president ial Campaign Take some people is enormous. You work 18 hours a day, seven days a week you have a candidate on the phone every hour whose going to complain. It also requires having either an understanding wife or your divorce. In my case i got divorced. If you like vegetables its probably not for you. If you like sleep its probably not for you but its fascinating. The 18 hour days dont seem like 18 hour days. It seems like it happens like that. Stossel nicole gets for five hours of sleep. She is usually up by 5 00 in the morning and by 6 00 a. M. You labarga received three or four emails from the campaign to give you an idea of what the messaging will be for the day. Stossel the pack one something new or mistake. I found that 57 states. Stossel candidates try to stick to the script. For an economy thats built to last. Stossel nicole said she doesnt mind hearing the same speech again and again. When you know the speech and an avid makes it that much easier to pinpoint when theres something new almost like your ears perk up. Stossel a whole pack perks up . You see all of us furiously typing for tweeting. Stossel sometimes campaigns play with reporters, use us for their purposes. You get a join folding the media . More importantly you want to have your own narrative that your own time. My running mate cheney. Stossel before bush made this announcement rove. We had someone who was a leaker. He says whats going on with the Vice President . I sai