Campaigns & Elections: Erik Potholm

Partner at Stevens Reed Curcio & Potholm (SRCP), a political media firm in Alexandria, Va. He specializes in developing communication strategies and producing advertising for Republican candidates, initiatives and referenda, Fortune 500 companies and major trade associations. He has won more than 25 national advertising awards. He has produced advertising for numerous successful ballot measure campaigns around the country issues that include tax overhaul, casino gaming, forestry, transportation, hunting, election funding and healthcare. Potholm received a masters degree from The Graduate School of Political Management at the George Washington University and graduated cum laude with distinction in government at Colby College, in Waterville, Me. He and his wife, Erica, have a one-year-old son, Noah.

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Why were Swift Boat Veterans for Truth (SBV) ads more effective than any of the 527 Democratic spots?

"The swift boat ads, produced by one of my partners, Rick Reed, were more effective for one simple reason: credibility. First, unlike the Democratic 527 ads, the SBV spots were delivered by messengers with enormous credibility: men who served with distinction and honor in Vietnam.... And second, equally powerful, was the use of Sen. Kerry's own testimony. In issue advertising, the messenger is just important as the message."

What is the likely course of action for the Republican 527s for the upcoming 2006 elections? Will they have as much of an impact in a mid-term election?

"It will be interesting to see what kind of role they will play. Some 527s are shutting down and some are staying active. Perhaps some new ones will emerge.... It's all about money. If they can raise the resources, they will be a factor. The bottom line is if you are a candidate in a hotly contested, nationally targeted race, you should expect that independent groups, from both sides will target your race on the ground and in the air. That much we can be sure of."

What do the Swift Boat ads demonstrate about the power of free media?

"The ads clearly demonstrate the power of the national media, especially the cable networks, in presidential campaigns. Initially, the Swift Boat Veterans television buy was limited. But thanks to the enormous national media coverage of the spots, millions of people across the country saw them. That publicity helped reshape the presidential campaign by raising serious questions about Sen. Kerry that voters had never heard before. It also drove thousands of people to go online to donate money so the ads could be aired in key battleground states."

Claim to Fame

"Helping build Stevens Reed Curcio & Potholm into one of the premier political media firms in America."

Best Day

"The birth of my son, Noah. Every dad told me it would change my life in so many positive ways, and they were right."

In 10 Years

"Doing what I'm doing now and sneaking out of the edit suite to coach my son in Little League."

Immediate Career Goals

"To help SRCP continue to grow and to give our clients the best possible service, and the most compelling and effective advertising."

Secrets of Success

"Work hard. Pay attention to detail. Listen to your clients. Don't be afraid to try new creative approaches. Share credit. And remember, good ideas come from everyone."

Biggest Gripes

"One, campaigns that spend a lot of time strategizing and little time executing. Two, unnecessary changes to ads that waste client's money and weaken spots. Three, clients who insist on cramming so much information into a 30-second spot that the viewer remembers nothing from the ad. Four, consultants who promote themselves more than their clients."

Predictions

"Hillary Clinton is the Democratic nominee for president, but the [John] McCain/[George] Allen ticket wins 40 states."

Best Moment in a Campaign

"One, the end of a 14-hour day of filming and you somehow got everything listed on your shoot schedule. Two, when the tracking shows the current TV spot is working and the lines are crossing in your favor. Three, when station logs close the weekend before the election, and you're finally done for the political season. Four, winning on Election Night."

Worst Moment in a Campaign

"One, you've seen the opponent's new attack ad, and, yes, you have to admit, it's tough and effective. And, by the way, how come the campaign never mentioned this vulnerability? Two, your opponent just doubled their TV buy for next week and you know your campaign cannot match it."

If I Were President For a Day

"One, Delete the 'stand by your ad' provision from McCain-Feingold so we never have to hear, 'I'm Joe Smith and I approved this ad' again. Two, keep the ban in place on cell phone use aboard commercial aircraft. Three, increase pay and benefits for our men and women in the armed forces."