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The Democratic Strategist

Political Strategy for a Permanent Democratic Majority

How Harris Campaigns Differently than Hillary Clinton

Vice President Harris is taking a significantly different approach than fellow Democratic nominee Hillary Clinton in the final stretch of the presidential campaign,” Amie Parnes writes in “Harris employs radically different approach than Hillary Clinton” at The Hill. “Harris hasn’t leaned into shattering the glass ceiling or making history the way Clinton did, even though she’d be the first woman elected to the nation’s highest office….She’s also hyperfocused on the Midwest, including Wisconsin, a state Clinton regretted not visiting in the final days of the campaign. Clinton ended up losing the Badger State as well as Michigan and Pennsylvania, stunning Democrats at the time.”

Regarding Harris’s messaging tone, Parnes explains “In another difference, Harris has used an advertising strategy centered around positive or contrast ads, instead of just negative ads attacking former President Trump, as Clinton employed in the last few weeks of her campaign. “Kamala saw what Hillary did, what Hillary went through, what slings and arrows came her way and she seems to be both ready for it and seemingly able to thread a needle in a way that has been very successful,” said Tracy Sefl, the veteran Democratic consultant who has served as an adviser to Clinton. “Is it fair to say that Hillary showed her the way? Yeah. Are there also a million differences? That is also true.”

Parnes notes, “Democrats point to Harris’s recent visit to the border as proof that they’re seeking to go on offense even on issues where Republicans may have an edge. While Biden had gotten pummeled on the issue in recent years, Harris “took a chance” on highlighting the issue when she traveled to the southern border in Arizona. ”

“I think one of the biggest changes is how risk-averse we were,” one Democratic operative said, referring to the Clinton campaign. “We didn’t do anything to shake the apple cart. But I think this campaign feels good about doing those things, and that’s a huge difference.”

In addition, “Since becoming the Democratic nominee following Biden’s withdrawal from the race, Harris has not highlighted her own identity, something Clinton doubled down on throughout her campaign, with signs that read ‘I’m with Her’ and talk of shattering the glass ceiling.”

Further, “Democratic strategist Steve Schale, the director of the super PAC Unite the Country, which is also running positive and contrast spots, said the contrast ads are a “smart place” for Harris to be with about a month remaining until Election Day….As long as they’re in a place where her favorables remain where they are, it’s a good spot to be,” Schale said. “And I suspect they’re going to stay in this lane that they’re in.”

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