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Originally Posted by MysticCat
LOL. I don't know. But it often seems to me that the effect of people like Letterman can be undervalued in shaping public opinion, even if in subtle ways.
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This is very true - and I think that McCain probably made a massive, massive misstep there. People like Letterman, who are viewed (rightly or wrongly) as objective and somewhat trustworthy just by nature of being there every night, carry massive credibility.
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BTW, not sure I'm following on the kind of work firms pay you to perform every week. PR? Polling?
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Check your PMs - we don't often work with polling firms or polling data, mostly because the major polls (Gallup excluded) use questionable methods (and there's more money in private-sector work). If you've ever heard Zogby speak, the dude's pretty big on himself and his 'unique' style.
However, the last 15 years have seen major strides in decision-making research - both sides use a variety of consultants, often separating the "image" consultants from the "message" guys, unless it's a strategist like Rove who can handle both.