On Politics
By Richard Borreca
Sunday, July 22, 2001
You are looking at this buffet of political goodies spread out for the 2002 election, the governorship, lieutenant governor, mayor, city council, state House and state Senate and you just know there's something for you on the table. Seigle has the political
crystal ballBut, what? And how do you choose?
Since 1964, Democrats in Hawaii have had a special friend. Jack Seigle started as the media consultant for Gov. John Burns' 1970 win with the television political biography "Catch a Wave," and went on becoming an essential part of the successful campaigns of many of the state's top politicians.
He is one of a few in town with the right touch, understanding both the candidate and the voters.
Among the more than 100 campaigns he has guided, Seigle, a self-described "died-in-the-wool Democrat," steered the come-from-behind victories of Democratic governors Burns, Ariyoshi, Waihee and Cayetano.
He's 68, retired, travels and does a little consulting with his old advertising firm, Starr Seigle Communications. But going into the 2002 campaign season, Seigle says he will be trying as hard as he can to avoid working in an election campaign.
Seigle, however, knows what works and what doesn't for local candidates and has a few suggestions.
The textbook campaign, Seigle says, includes the big three of grassroots: supporters, lots of money and smart media.
What is really needed, however, is the candidate.
"There are always things that will play a major role in a major campaign. There has to be charisma," Seigle says. It is an elusive term, but it is something they have or don't have.
"You can walk with a guy and tell him to shake hands with this guy or that, but you can't teach him how to work a room," Seigle says.
The candidate has to learn how to use a television camera and a microphone.
Seigle calls it "talking story" with the camera.
Gripping and grinning, however, only gets you so far, you also must have something to say.
"If substance is lacking, people will realize it, no matter how good they are with a camera," Seigle said.
"There first question I ask anyone running for governor, is why do you want to be governor?
"They can't be running because a whole bunch of people want them to run or because their wife thinks it would be a good idea," Seigle said.
Finally, winning candidates must have stamina, Seigle says.
"Probably the most stamina and competitiveness for working dusk to dawn and beyond was Spark Matsunaga (the late U.S. Senator).
"The man was amazing, he had energy on a level I have never seen in any other politician," Seigle recalls.
Turning to the voters, Seigle sees ethnic voting as the one constant in Hawaii politics during the last 30 years.
"A lot of individuals are going to argue the point, but today just like 30 years ago, like it or not, regardless of studies and what the news media reports, ethnicity has and will continue to play a major role in politics," he states.
Demographics are changing, Seigle adds. The changes bring new ethnic groups to power, both in the state and in the Democratic Party.
While staying away from predicting next year's winners, he did do a little light handicapping of the upcoming race.
If Republican Linda Lingle was the big bolt of lightening two years ago, Seigle doesn't see as much of a storm system building again.
"I will be surprised if she is as strong as she was in 1998. I'm not saying she will win or lose, but there was a wave in '98 and I don't see that now," Seigle, who helped run Cayetano's campaign against Lingle, said.
Seigle doesn't say who he thinks will be catching the wave in 2002, but watch for the candidates on the tube, with the comfortable patter, who sound like they know what they want.
Richard Borreca writes on politics every Sunday in the Star-Bulletin.
He can be reached at 525-8630 or by e-mail at rborreca@starbulletin.com
