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The ABCs of Avoiding Questions on the Mayoral Runoff Campaign Trail

By Mark Konkol | February 26, 2015 8:49am
 Backed by 34th Ward Ald. Carrie Austin, Mayor Rahm Emanuel said he needs to "earn people's votes, their confidence" to put him over the top in the runoff.
Backed by 34th Ward Ald. Carrie Austin, Mayor Rahm Emanuel said he needs to "earn people's votes, their confidence" to put him over the top in the runoff.
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DNAinfo/Ted Cox

WEST PULLMAN — On Wednesday, I asked Mayor Rahm Emanuel if getting forced into a runoff with Cook County Commissioner Jesus “Chuy” Garcia has taught him anything about himself.

The mayor took a long drink of water and skirted the question.

“I am about 5 or 6 pounds lighter. So that’s one thing I’ve learned. These campaigns take something out of you,” the mayor said at a campaign stop at a West Pullman senior housing complex. “And that’s a good thing because it shows that you’re working.”

I think it’s appropriate to point out to people unfamiliar with political messaging exactly what the mayor accomplished with that sip of water and valiant attempt at humor.

It was the perfect execution of what the best media strategists money can buy call the ABCs of staying on talking points — which translates to “acknowledge the question and bridge to communicate your message.”

With the full disclosure of his campaign trail weight loss, the mayor successfully acknowledged my question and then he bridged to this: “My parents taught me not only to have convictions but the courage to fight for them.”

“I knew that throughout the four years [in office] I was going to make some very difficult decisions. I had to know they were right, and I had to know they were worth fighting for. That’s also true of this campaign …”

What came next?  You guessed it — a canned talking point.

“This campaign wasn't about my job. It's about whether other people can find jobs,” Emanuel said. “Let's go on …”

And he did, masterfully avoiding a simple question he apparently didn't want to answer by saying that he will fight to win over voters.

So I followed up, hoping that the mayor might give voters some insight into his interpretation of Tuesday’s election and hint at whether it had any effect on how he'll communicate with them over the next six weeks.

“You talk about how you’re going to fight for [re-election], but it seems like some people feel like they’re being punched in the face. How do you overcome that?” I asked.

“Let me say this,” the mayor said, quickly bridging to a nonanswer answer.

“Take the shorter school day and shorter school year. That was a systematic problem. Everybody knows the value of education ...”

Maybe you’re wondering why I’d bring up the ABCs of nonanswer answers over a question that a lot of people might consider less than significant.

Well, to paraphrase Emanuel, this column isn’t about my question. It’s about whether other voters can get their questions answered.

Ultimately, this historic runoff election — the city’s first since the end of political primaries 20 years ago — depends on how Garcia and Emanuel answer specific questions about the future of our city.

And there are a lot of voters hungry for information to help them decide which candidate will best manage public schools and public transportation, nurture new business and grow jobs, rebuild struggling neighborhoods and keep tourist dollars coursing through our public coffers.

I’ll bet you five bucks that more than a few neighborhood folks want to know how the guy they’re going to vote for will respond to their concerns, if their voices will be heard, or if they’ll get a slick brushoff taught by the best political strategists money can buy.

Those people deserve straight answers.

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