Word: dresner
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Dates: during 1990-1999
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...candidates thought I could deliver the West Side," he says. He helped a raft of local Democrats hone their positions but found that policy alone didn't fire his engines. "I wanted to find some way to connect issues with electability," he says. He teamed up with pollster Richard Dresner, who Morris says did some work for Hollywood studios, asking audiences which blurb made them want to see the next James Bond movie and which of three alternate endings they preferred. Morris had an idea: "Let's do the same thing for politicians." And then he met Bill Clinton...
Science "won the day again," says Dresner. "We showed we'd been right from the start." From then on, the American team's influence grew--and anticommunism became the central and repeated focus of the campaign and the candidate...
...people felt some nostalgia for what the communists had done for Russia and no one liked the President--but they liked the possibility of riots and class warfare even less." "'Stick with Yeltsin and at least you'll have calm'--that was the line we wanted to convey," says Dresner. "So the drumbeat about unrest kept pounding right till the end of the run-off round, when the final TV spots were all about the Soviets' repressive rule...
...Video International, the advertising firm hired before the Americans arrived, Yeltsin had a first-rate team. The series of 15 one-minute spots produced for airing before the first-round balloting on June 16 was "at least as good as most anything you could get in the West," says Dresner. "Showing average Russians grudgingly coming to the realization that they had to support Yeltsin was the only way to move people who essentially wished the President was out of their lives...
...though he essentially controlled the state-run networks. As late as March, the news shows continued to criticize the President mercilessly, a favorite target being the war in Chechnya. "It was ludicrous to control the two major nationwide television stations and not have them bend to your will," says Dresner. In writing, the team adopted a more diplomatic tone. "Wherever an event is held," they wrote, "care should be taken to notify the state-run TV and radio stations to explain directly the event's significance and how we want it covered." Beginning in April, Russia's television became...