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When it came to his closing argument, John Kerry wasn't about to trust anyone's instincts but his own. Ten days before the election, Lockhart and pollster Stan Greenberg started circulating a battle plan among Kerry's top advisers that called for an abrupt pivot in tone and message for the final stretch. He should talk more about domestic issues, the memo said, adopt a "positive and hopeful tone" and offer optimism instead of fear. "We want to elevate the choice by elevating the moment and the consequences--of four more years of Bush, with all the partiality...

Author: /time Magazine | Title: 2004 Election: Inside The War Rooms | 11/15/2004 | See Source »

Kerry sent the speech back to be overhauled. He wanted a guided missile, not a softball. On Oct. 25, Lockhart and Greenberg described the final march in a memo titled "THE FINAL PHASE Take Three." Kerry would keep making the campaign about Bush's failings --how he had made "catastrophic misjudgments" in Iraq, how he was letting down the middle class on everything from jobs to college costs to health care. And how, as long as Bush kept saying everything was fine, "the country dare not hope for something better...

Author: /time Magazine | Title: 2004 Election: Inside The War Rooms | 11/15/2004 | See Source »

...since F.D.R.," he told the ex-President. No one had been so tested as Clinton's team when it came to digging themselves out of a crater, and Kerry had already recruited some of the most combat-hardened of them out of retirement--former White House press secretaries Joe Lockhart and Mike McCurry, ex-Clinton aides Joel Johnson and Doug Sosnik, and Hillary's old chief of staff Howard Wolfson. Almost from the moment they arrived, Kerry's operation showed a new edge and agility. Less than an hour after the last chant of "flip-flop" echoed across Madison Square...

Author: /time Magazine | Title: 2004 Election: Inside The War Rooms | 11/15/2004 | See Source »

...gather after a debate to be serenaded by the respective candidates' handlers and allies. There is a Roman Colosseum feel to the scene: each gladiator is trailed by a lackey carrying a large placard with his or her name in big block letters, so you can track ROVE and LOCKHART working the room. Which was how I found out that John Kerry had won last week's first encounter with George W. Bush...

Author: /time Magazine | Title: A Race Is What We've Now Got | 10/11/2004 | See Source »

...gave Kerry stronger ratings than men did. A CBS poll indicated that Kerry's likability rating among undecided women had moved above the President's. But Kerry has more work to do. "We've suffered a little bit because of our focus on security," says Kerry campaign strategist Joe Lockhart. "We haven't talked enough about issues like health care that women care about." The campaign planned an immediate pivot: Kerry's speech last Saturday focused on the middle-class squeeze. "Two incomes barely cover the basics," said Kerry. "The costs of health care, gas, child care and tuition...

Author: /time Magazine | Title: WHAT DO WOMEN WANT? | 10/11/2004 | See Source »

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