Contrast Quote by Neera Tanden

In campaigns, the attacks that candidates make against their opponents define them almost as much as their positive agenda by creating a negative narrative…

— Neera Tanden

Candidates, of course, often claim that they want to run 'a purely positive campaign,' but this rarely materializes.

— Kristen Soltis Anderson

A message is something that makes sense no matter who you're running against.

— Pete Buttigieg

No matter how much you might feed off negativity, a positive message is always stronger.

— Urijah Faber

In this way, there is a strange alchemy to modern campaigning: a candidate must highlight the urgency of the choice facing voters and suggest…

— Alex Wagner

People want to say something negative before they say something good.

— Estelle

Successful candidates follow a simple fundamental rule: Define yourself before your opponent can define you.

— Nina Easton

Identity the positives of a negative situation and cling to them tenaciously.

— Varsha Sharma

Rhetoric matters, and what candidates say is not simply for show.

— Jamelle Bouie

“First, let’s talk a little human psychology. In basic terms, people’s emotions have two levels: the “presenting” behavior is the part above the surface…

— Chris Voss

Sometimes, to write something positive I need to be negative

— Shashank Rayal

Unfortunately, every American citizen takes the same position... that we don’t like negative advertisements. But they work! And, as you see, many a candidate…

— Jimmy Carter