Mike Hudome is a 37-year veteran of GOP campaigns and a leading campaign political consulting and advertising specialist. His clients have included Governors, Senators, Members of the House and Senate and elected officials at all levels in nearly every state. Mr. Hudome has advised and worked for every major national GOP committee and served as a state party Executive Director. He was a founding member of Foxhole Productions the advertising arm of John McCain for President in 2008. @MikeHudomeMedia
1) To what ethical standard should political communication be held? Where should political communication ethics be grounded?
Probably a little higher than over-the-counter regular society standards. Political communication is how office holders and aspiring office holders talk to the public. What happens on campaigns generally mirrors what will happen in government.
When discussing ethics, we’re not discussing avoiding prosecution from crime. Campaigns and politicians should operate with decency and manners. Throw in old fashioned decorum, which is lacking all throughout society. I always shake my head when I see a gentleman wearing a hat indoors or going to a nice restaurant wearing a tee shirt.
Political communication ethics should be grounded in truth and above reproach. Rhetoric should pass the ‘smell test’ or the ‘laugh test’. Yeah, two different tests. Voters can usually sniff out BS. Newspapers can expose flat out lies. And TV stations can refuse your spot without proper documentation. Many ethical lapses can bring down a campaign while some are merely embarrassing.
2) Why should someone in political communication behave ethically?
As an example, a press secretary on a campaign’s words and behavior are a reflection on the candidate. True, too, is that unethical behavior on the part of any campaign staffer reflects on the candidate for whom you give your blood, sweat and tears.
Campaigns tend to reflect the candidate. No candidate needs an ethical scandal defining them. But it is not only communications of the scandalous variety that can derail a candidacy.
3) Can you give an example of ethical political communication? What can people point to and say “do more of that?”
Do more of this: apologize. If a candidate gets caught using a false attack and having a spot pulled or suffering negative earned media, put it behind you, then make an honest attack. But be prepared for even more scrutiny.
When it comes to campaign mechanics, someone is going to make a mistake. For a staffer, let your boss know if you miscalculate the cash-on-hand or got the date of an event wrong or put a bottle on the plane that wasn’t your boss’ proffered spirit.
Campaigns are extremely intense and fast moving. It’s a world where the only resource you can’t get back is time. And you don’t have a time machine to reorder events and communications.
Have you ever noticed campaigns tend to use military jargon like ‘battle’, ‘war’ and ‘destroy’? Take it easy man. Put down Sun Tzu’s “The Art of War” and slither back into polite society. Campaigns are indeed brutal, and you may be sleep deprived, perhaps feel abused by a higher-up, or even yelled at. But for heaven’s sake, you are not at war. I mention this because carrying on like you’re at war can lead to poor decisions. We’re all Americans. My generation of Democrat and Republican professionals are friends with one another. I don’t get the sense that is the case with those born after Ronald Reagan was first elected.
4) Can you give an example of an ethical challenge or question you or political communication professionals in your field have faced or are likely to face?
Family members of opponents are off limits. Period. That should not be an ethical challenge. Yet it is for many a sleazy campaign. Those campaigns tend to lose. Usually it is those who are invested in the candidacy who advocate for the wrong type of attacks. Often times, donors and the candidate’s own family can apply unrelenting pressure not to take the road less traveled. They may mean well, but they don’t know what they don’t know. Tell them “I could run your drug store in my spare time but I’m busy on this campaign trying to help your friend win.” (No, don’t say that. You’ll figure out a better way). Having the fortitude to stand up to bad ideas is essential for a winning campaign.
I worked a big campaign where our opponent went after my candidate’s brother who was mentally challenged. The despicable attacks slowed down our efforts and our opponent must live with the shame that accompanies the boorish attacks. Don’t leave your team with that sheen.
The term ‘digging up dirt’ is language used by Hollywood and amateurs. True opposition research follows standards like those a court might require.
Today’s political campaigns must navigate the ever-changing societal norms that are manifested in political correctness and woke or cancel culture. If you are in comms or write anything all from ads to tweets to press releases, make sure your campaign has something the equivalent of the AP Stylebook of writing standards. Have everything proofread whenever possible.
5) What advice about ethics do you have for people studying political communication or starting their careers in the field?
Think about applying what we might term the ‘Justice Potter Stewart’ standard. In a famous opinion in 1964 regarding the definition of ‘hard core’ pornography in 1964, the Supreme Court Justice wrote ‘I know it when I see it’. Meaning some things are self-evident. Neurotic campaigns – of which I’ve seen a few – often spend time hand wringing and relitigating things that are blatantly obvious. Waste of time. Don’t do it.
Just like the ‘smell test’ if your ethical dilemma can be solved with application of the above referenced standard, proceed accordingly.
If you want to be able to look at yourself in the mirror, then do your best. Set up some personal guardrails. Behave. Don’t break the law. Make your family proud. What would your spiritual leaders have to say? Has your significant other cut you off?
Oh, and make sure you are proud enough of your candidate and campaign that you can vote for said candidate. I like to ask the personal assistant who they are voting for at the end of the campaign.