by Tom Shields
September 16, 2008

Can you stand one more article about Sarah Palin?

Hard as I’ve tried not to be the billionth pontificator on her rise to fame — or defame — I cannot avoid it.

As I searched for the right topic today, I read a column on Palin by my favorite sports writer, of all people. There were three more stories in the News and Free Press on Palin’s schedule, interviews, wardrobe and the “real” facts on her background. MIRS did its poll analysis based on whether Palin had provided McCain a boost among women voters. Two other national pollsters debated the “Palin bump” in online newsletters.

I avoided watching the morning news talk shows, but stopped at the store to see Palin on the front of National Enquirer and US Magazine covers. Still, I resisted being sucked into the Palin echo chamber … until I picked up my AAA Magazine featuring, where else? Alaska!

I became destined to write about Sarah — just like everyone else.

Sarah Overload is a phenomenon in itself. Have we ever had a vice presidential candidate — or a presidential candidate for that matter — who has been so scrutinized, so analyzed, so dissected in such a short period of time as Sarah Palin? And, if she’s just an inexperienced former beauty queen, hockey mom, PTA president, small town mayor and gun-toting rookie governor of a state with more moose than people, why have the news media joined with the Obama campaign to turn Alaska upside down looking for dirt?

There is no question that Sarah Palin has changed the nature of this presidential campaign. She pushed Obama off the front pages while reinvigorating the Republican base, and voters of all types, including fellow hockey and soccer moms and working women, are giving the McCain campaign another look.

History tells us that Palin’s selection should have only been a “bump” until the focus returns to the presidential candidates themselves.

But the attacks on Ms. Palin from Obama supporters have been so vicious and personal that they have backfired on the Obama campaign.

The bump has become a shove of momentum squarely behind the McCain/Palin campaign.

I don’t understand why supporters of Obama have a hard time understanding the error of their ways. Is there any question why attacks like referring to Palin as a stewardess, or questioning her ability to work and be a “good” mother, or suggesting that a female governor of a small state cannot understand foreign policy, or attacking her children aren’t working? Or worse, how about a leader of the Democratic Party actually characterizing her decision to give birth to a Down Syndrome child as, “it appears that her only qualification is that she did not have an abortion.” All are waaaaaaaaaay over the top.

Every election cycle, candidates are reminded that the American public only tolerates so much mudslinging. They understand that campaigns are contentious, and expect contrasts will be drawn. But at a point when a campaign throws the kitchen sink, bathroom sink and the toilet at someone, there’s going to be splashback.

For some reason and too often, some candidates and their supporters lose their common sense and good taste when it comes to attacking the opponent. They believe there are no rules or lines that ought not be crossed — if one attack works, then 20 attacks will put me over the top. If a third party says it, voters won’t link it to me.

But, ninety-nine of a hundred political attacks that include a candidate’s family, or are too personal or unfair, will see voters stick it to the opposing candidate, just to send a message.

Later this month the debates will start. The vice presidential debate will probably attract more viewers than the presidential debates. While Governor Palin has to be careful not to say anything that would be construed as attacking the small state of Delaware or offending men with comb-overs, the pressure is really on Senator Biden.

If Senator Biden or the news media question Palin’s ability and experience because she is just a former beauty queen, hockey mom, PTA president, small town mayor, gun-toting governor from an unpopulated state, I hope she says, “Would you have asked that question of Governor Richardson, Governor Romney, Governor Huckabee or, for that matter, former governors Bush, Clinton or Reagan?”

That’s when this campaign will be over.

Tom Shields is founder and president of Marketing Resource Group, a Lansing-based political marketing and public relations firm.