Debate spin is nearly as important as debate itself

Updated: October 15, 2012 - 9:41 PM

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The most important time for the presidential candidates this week may be after Tuesday night's debate.

True, the 90 minutes that they spend in the debate on Long Island could be a game changer if one candidate performs terribly, as President Obama was perceived to have done two weeks ago.

But if the debate is seen to be more of a draw, then the winner will be decided in the hours and days after -- with perceptions shaped by whichever campaign manages the post-debate time more effectively. Here are five aspects both campaigns must consider:

1Twitter. In the old days (meaning four years ago), campaigns would send out e-mails to reporters during the debate, hoping to shape their coverage afterward. Years earlier, runners would drop printed news releases at reporters' desks.

Now, none of that is fast enough. Both campaigns have armies of supporters tweeting as soon as the debate begins. They are armed with hashtags and snarky observations as they seek to guide the early reaction.

Last Thursday, Republicans quickly seized on Vice President Joe Biden's grin. The week earlier, they were posting about Obama's listlessness, even before the debate ended.

On Tuesday, Democrats will be ready to tweet about what they hope will be a re-energized president. And Mitt Romney's team will be standing by to do the opposite.

2The spin room. Just because Twitter is faster doesn't mean that the campaigns can forget about the spin room, where campaign officials and surrogates eagerly make themselves available to reporters.

After Obama's performance two weeks ago, Mitt Romney's spinners were out in force, grinning from ear to ear. Obama's advisers slinked out late, hardly able to contain their gloom.

The goal on Tuesday will be for Democrats to argue that Obama was more forceful, without veering into what some saw as the overly aggressive territory Biden staked out during his debate. The goal? Shape the newspaper stories and the early-morning conversations, which can help to set the tone for the rest of the day.

3The candidates. The best way to slow down a negative narrative -- or enhance a helpful one -- is to use the candidate quickly after a debate.

Two weeks ago, after Obama's performance rattled his supporters, the Democratic campaign followed through with two huge rallies. Despite the damage he had done the night before, the president was feisty and aggressive. That helped dampen the criticism a bit. Likewise, Romney added a brief campaign stop in Colorado that morning, showing off his energy and enthusiasm coming off a good night.

But there are risks. During the nominating campaign, Romney often stepped on his own success by making a gaffe the morning after a good debate or a primary-night victory. Both candidates will need to avoid making news that might take away from a victory.

4The ads. As effective as free media is, the campaign is still being waged in the seven or eight battleground states. Most of the voters there are not likely to attend a rally this week. However, they will see the ads produced by the candidates.

Obama produced an attack ad just hours after his debate with Romney, and another -- the famous Big Bird ad -- a few days later. Romney went up quickly with ads promoting his five-point economic plan, to reinforce the idea that he has provided specifics to voters. Bet on more ads -- quickly -- after Tuesday night's contest.

5More debate prep. One big challenge for the campaigns will be the short amount of time between Tuesday's debate and the final one the following Monday. The campaigns will need to try to shape perceptions from the first, even as they prepare for the next.

Both campaigns have shown a willingness to sequester their candidate for large chunks of time as they prepare.

No matter how much the candidates and their staff members try to respond to the aftermath of Tuesday's debate this week, they cannot forget the reality: Another is right around the corner.

NEW YORK TIMES