Oppo Research Talk ...

Today's Washington Post has a very good artlicle about researching political opponents. It's a very instructive. For example, here's a quote from Tom Reynolds, chairman of the NRCC, about the power of research:

"Opposition research is power ... Opposition research is the key to defining untested opponents."

Lesson Learned: Whether it is using Google or Lexis Nexis -- or hiring a researcher -- every campaign should research the opponent.

... Of course, once you've researched your opponent (and found out some negative info), one of the ways to get the message out is through the mail. And the good thing about mail is that it can be precisely targeted:

"Direct-mail appeals often carry the most negative and potentially damaging messages. Dan Hazelwood, a leading GOP direct mail consultant, said that if a hypothetical Democratic candidate favors the establishment of a garbage dump in a section of the district, for instance, it makes more sense to "narrow-cast" this message by mail to the people most affected rather than buying an expensive, districtwide television ad."

Lesson Learned: Sometimes you can target your message to voters more likely to care about the attack.

Of course, the Dems use research, too. And, as the article points out, they aren't just researching Republicans ...

Notably, the researchers dig not only into Republicans, but also their own candidates. This allows Democrats to anticipate what is coming and be ready to respond quickly.

Lesson Learned: If you are running for office, you should research your oppolent -- and yourself!

(Note: If you're interested in this topic, read my Campaigns & Elections Magazine article: Checklist: Seven Questions to Ask Before You Attack.)