Field Notes Inside an Integrated Communications Agency

Mitt Romney's speech yesterday was a bold move that evoked favorable comparisons among many pundits and observers to the much revered John F. Kennedy. But was it a wise choice for the candidate to put himself and his controversial beliefs in the spotlight? My unequivocal answer is, yes. Here are just a few reasons why: 

The issue was already the elephant in the living room. You could not read an article or watch a news report that alluded to Romney without some mention of his faith. By addressing the issue head on he has been able to own the issue, better control the message and put himself on the offensive.

He had nothing to lose. According to polls, one-fourth of voters admitted that they would not vote for him solely because of his Mormon faith. Stepping up and facing the critiques with a well-covered press conference pushed voters to question their rationales and prejudices. Shining a light on this type of prejudice is the best cure.

What  better affinity brand than JFK. A Google search of mentions of JFK's 1960 speech about his Catholic beliefs in just the 12 hours after Romney's speech returned more than 1,300 hits. Talk about riding coattails. Even though the two approached the issue differently, by following the path of one of the most revered and respected leaders of modern history, Romney has positioned himself as this generation's JFK on this issue. What better way to appear presidential than to be associated with one of the highest rated Presidents in history.

Politics and religion are the ultimate taboo subjects according to some. By tackling the two in a straight-forward and respectful way, Mitt Romney has created an opportunity for his campaign to move beyond the issue and positioned him as presidential and electable. Will it be enough to get him to the White House? Only time will tell.