Is this my time? Am I ready?

Chris Christie, New Jersey’s Governor, is not running for the 2012 Republican nomination claiming “now is not my time”.  Understandable given that his shadow campaign is haunted by a January sound bite given by him to Fox News that conceded “You have got to believe in your heart that you’re personally ready to be President, and I’m not there.” No matter the context, this tidy sound bite was always going to be tough to clear up. When a candidate confirms in a friendly interview that he “is not ready” the best strategy is to distance the admission with time.

The PR Verdict: “B plus” Great soundbite, wrong message.

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