Does style trump substance? That was the key question in the race for governor of New Jersey. With Chris Christie and Barbara Buono facing off for the coveted seat, name recognition alone was going to tip the scales in this race.
One needn’t be a resident of New Jersey to know Christie. He’s the man who spoke mostly about himself in a speech meant to introduce Mitt Romney to the Republican National Convention as their candidate for president. He was the Republican who crossed party lines by giving a warm welcome, and thanks, to President Obama in the days after Superstorm Sandy. He’s also the official who opposed same-sex marriage in New Jersey, though he quietly dropped a promise to fight it in the Supreme Court.
But did Christie ever really have an opponent? Christie made a memorable stand during Sandy and has kept a high profile since, staying on brand as a straight shooter, poking fun at himself on Letterman and undergoing weight loss surgery as he dealt with media criticism over his appearance. Christie has done it all publicly, with a PR plan that has made everyone think this was a one-horse race.
THE PR VERDICT: “A” (PR Perfect) for Chris Christie, returned as governor of New Jersey and possibly a future in Washington DC.
THE PR TAKEAWAY: Stand out from the pack, and stay there. At a time when approval of government and its elected officials is at an all-time low, Christie differentiates himself fearlessly. He ranges from being a man of the people to being a brash trash-talker, but everyone knows his name. This is no accident. Find a way to step apart from the pack and then do what it takes to make sure yours is the only name remembered.