On Message

New Jersey Gov. Chris Christie applauds during a gathering in Union City, N.J., Tuesday, Jan. 7, 2014. A top aide to Christie is linked through emails and text messages to a seemingly deliberate plan to create traffi... New Jersey Gov. Chris Christie applauds during a gathering in Union City, N.J., Tuesday, Jan. 7, 2014. A top aide to Christie is linked through emails and text messages to a seemingly deliberate plan to create traffic gridlock in a town at the base of a major bridge after its mayor refused to endorse Christie for re-election. "Time for some traffic problems in Fort Lee," Christie aide Bridget Anne Kelly wrote in an Aug. 13 email to David Wildstein, a top political appointee at the Port Authority of New York and New Jersey, which runs the George Washington Bridge connecting New Jersey and New York City, one of the world's busiest spans. (AP Photo/Mel Evans) MORE LESS
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This is sort of a side note to my post below. But tuning back in to the latest in the Christie saga, I sense a lack of message consistency.

If I’m understanding this we have at least three messages.

1. We found some bad apples; they’re gone.

2. F&#k our accusers! And watch out because we might just survive this and we won’t forget.

3. Christie still trying to get his arms around this awful thing happened. But when he does, he’s going to fix it. And he’s going to learn from it. And when he learns it, he’ll let you know.

Now, consistency isn’t everything. And it’s fair to note that Christie now has a group of similar but distinct accusations being hurled against him. In theory, maybe some are valid, some are valid and he didn’t know about and some are bunk. But assuming he doesn’t pursue my whistleblower strategy, there is a certain demoralization issue here.

Imagine you’re a Christie supporter, either at the grassroots or in the highest echelons of the party, looking for a signal on how to defend your guy. And you hear this: “I’m trying to get my arms around an awful situation and understand it, and then address it, and then resolve it.”

Nothing like having confidence you’re guy is on top of the situation and has a plan.

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