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'Sgt.' Schmidt Hones McCain's Pitch

Strategist hammers good about McCain, bad about Obama

By Sam Biddle,  Newser Staff

Posted Jul 23, 2008 9:51 AM CDT

(Newser) – Fiery Republican strategist Steve Schmidt argues that above all, a campaign needs something good to say about its own candidate, and something bad to say about the opponent. The Wall Street Journal takes a look at how 'Sgt. Schmidt', newly given the reins to John McCain's campaign, is methodically and unequivocally remaking the presidential bid with that approach.

Schmidt has insisted on persistently hammering out not only talking points, but a finely-tuned manner in which to deliver them. Though one former aide likens proximity to Schmidt to being in "a small house at the base of a volcano," another says of lessons from the volatile strategist "would always make you forget the part where you basically wanted to crash a chair over his head."

Mark Salter, right, and Steve Schmidt, center, senior advisers to Republican presidential candidate Sen. John McCain, R-Ariz., answer questions from reporters on McCain's chartered plane, Thursday, May 15, 2008, after leaving Columbus, Ohio.
Mark Salter, right, and Steve Schmidt, center, senior advisers to Republican presidential candidate Sen. John McCain, R-Ariz., answer questions from reporters on McCain's chartered plane, Thursday, May...   (AP Photo/Jeff Chiu)
Republican Presidential candidate Sen. John McCain, R-Ariz., right, talks to adviser Steve Schmidt aboard the campaign charter airplane prior to taking off from Pittsburgh, en route to Philadelphia, Tuesday, April 15, 2008.
Republican Presidential candidate Sen. John McCain, R-Ariz., right, talks to adviser Steve Schmidt aboard the campaign charter airplane prior to taking off from Pittsburgh, en route to Philadelphia, Tuesday,...   (AP Photo/Mary Altaffer)
Republican Presidential candidate John McCain talks to adviser Steve Schmidt aboard the campaign charter airplane prior to taking off from Pittsburgh, Tuesday, April 15, 2008.
Republican Presidential candidate John McCain talks to adviser Steve Schmidt aboard the campaign charter airplane prior to taking off from Pittsburgh, Tuesday, April 15, 2008.   (AP Photo/Mary Altaffer)
In this Monday, Feb. 18, 2008 picture, Republican presidential hopeful, Sen. John McCain, R-Ariz., talks to reporters with senior advisor Steve Schmidt, right, in flight from Houston to Appleton, Wis. At center is his wife Cindy McCain. John McCain put top adviser Schmidt in control of day-to-day campaign operations Wednesday,...
In this Monday, Feb. 18, 2008 picture, Republican presidential hopeful, Sen. John McCain, R-Ariz., talks to reporters with senior advisor Steve Schmidt, right, in flight from Houston to Appleton, Wis....   (AP Photo/Gerald Herbert)
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