EM&P

“He didn’t speak exclusively on the stimulus bill at all these engagements, but the topic of that bill, and of government spending generally, was never far away at any of them. Why was he so deeply opposed to it? The idea behind the stimulus was to pump large amounts of cash into the economy in order to ignite consumer spending and, in turn, growth. The governor thought that idea was foolish for many reasons, but the two that led him to oppose the policy with all his energy were these: the cash was borrowed, and most of it would pass from the federal government to state governments. He understood the culture and habits of government well enough to know that that federal money wouldn’t be used to spur economic growth but to balance state budgets. Maybe it was a good idea to help states shore up their budgets and maybe it wasn’t, but that wasn’t the justification given for the stimulus, and in any case it would have no effect on economic growth. And he understood that, when the stimulus failed to achieve its purpose, people would remember that it was he who had inveighed against it with greater fervor than anybody else.”
― Barton Swaim, The Speechwriter: A Brief Education in Politics

“The people involved in each of these events would have made the understandable but often mistaken assumption that the governor had a clear idea of who they were and what it was they were doing. That’s why high-level politicians need speechwriters: not because they’re so dense they need someone to tell them what to say but because no normal person can be expected to say something interesting that many times a day, on that many subjects, to that many separate groups. Talking points explain what the event is, who will be present, the event’s agenda if there is one, some relevant background, and what we—the speechwriters—believe will be appropriate or interesting for the governor to say. For the unimportant events or the ones he didn’t care much about, he would wait until three or four minutes before the event began to look at the talking points. If the event was in the office or if you were with him on the road, he preferred that you tell him what the event was and what he should say.”
― Barton Swaim, The Speechwriter: A Brief Education in Politics

“The trick was to use the maximum number of words with the maximum number of legitimate interpretations. Put that way, it sounds terrible, but there’s no other way to do it. If a constituent writes to ask the governor the best way to get into politics, and you (in the governor’s voice) write back using words like “I think you should run” or “Go for it,” you may soon hear about some nitwit running for county council claiming he’s been endorsed by the governor. Or take the “Won’t you please run for president?” letters, of which there were many around this time. In case the letter was made public, you couldn’t have the governor responding in a way that could be construed as an admission of an intent to run or of an interest in running, or as an admission of anything. At the same time, though, you wouldn’t want to deny an intention to run for president because that would have been obviously dishonest and, as I thought, soon disprovable. In both these cases you’d want to give the letter writers at least two full paragraphs in response; otherwise it looked cold and dismissive. So you would elongate every sentence with superfluous phrases. “I believe” would become “I have every reason to believe,” and platitudinous observations would be prefaced by “What I’d say—and I am absolutely certain about this—is that . . .” The phrase “going forward” was very useful, as was “from where I stand.”
― Barton Swaim, The Speechwriter: A Brief Education in Politics

“don’t think we can handle another apology,” Stewart went on, throwing down the magazine. “Because let me tell you, I know what an apology from this governor sounds like, and it ain’t really an apology. It’s more like—.” He paused. Someone said, “More like what?” “I’ll just put it this way. His apologies tend to have an unapologetic tone.” Another minute passed, and then the governor walked in. All went silent. He sat in the only remaining chair and made jokes with one of the interns. A week before, he had been openly talked about by influential commentators in New York and Washington as a presidential candidate. In national media reports, his name had been routinely used in conjunction with the terms “principled stand,” “courageous,” “crazy,”
― Barton Swaim, The Speechwriter: A Brief Education in Politics