Rudy Giuliani

Image wars

In the wake of Amadou Diallo's killing and Abner Louima's abuse, the New York Police Department is looking for a few good recruits.

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As testimony continues in the case of Abner Louima, the Haitian immigrant who was allegedly sodomized with a stick at the hands of four Brooklyn police officers, the New York Police Department has turned to Madison Avenue for an image makeover. The department has launched a $10 million ad campaign, which includes dozens of TV commercials, subway posters, radio spots and billboards, ostensibly aimed at recruiting 2,600 new officers by January.

But the NYPD’s ads do not look like traditional recruitment ads. The initial six spots, the first of dozens promised from Arnell Group Brand Consulting (better known as Tommy Hilfiger’s ad agency), function more like corporate image “feel good” ads for the department. Simple and direct, they are shot in warm tones, with fleshy close-ups of their subjects. Various crime victims tell their often horrific stories and police officers quietly recount their roles as saviors. In one spot, a woman who lived in constant fear of her abusive husband says she would not be alive if it wasn’t for Detective Mark Claxton. In another, Sgt. Lino Minetto tells of how he took a small girl whose legs had been crushed by a truck to the hospital. The spots are backed by light jazz from a synthesizer, and conclude with a close-up of the NYPD badge and the tag line “Join us.” The ads have that minimal level of production and flash more often associated with public service announcements.

The amount of money dedicated to the recruitment campaign is staggering. By comparison, Compaq Computer Corp. — which is competing for new staff in an industry where there are 250,000 jobs available across the country and only 85,000 computer science graduates to fill them — allocated the same amount of money to its national recruitment efforts as the NYPD has to a single city. Either the department is using a sledgehammer to crack a nut or there is another motive for advertising.

In fact, the timing of the campaign and the heartwarming feel of the ads themselves have raised suspicions that the city’s taxpayers are simply bankrolling a public relations effort to convince the city’s residents that New York’s finest are not the out-of-control thugs they are portrayed as in the media.

After being hailed as a key factor in the city’s falling crime rate since Mayor Rudy Giuliani took office, the police department has taken a beating in recent months. A February opinion poll — taken more than a year after the Louima incident and shortly after street vendor Amadou Diallo died in a hail of 41 police bullets from four white officers as he stood unarmed in his own apartment building — put police brutality as the No. 1 concern of New Yorkers. The image problem only worsened after Giuliani and Police Commissioner Howard Safir appeared unapologetic for the Diallo killing and unresponsive to New Yorkers’ growing concerns about police tactics.

The new campaign marks the first time the city has dedicated significant resources to recruitiment, according to Deputy Commissioner Yolanda Jimenez, who is in charge of the campaign. Until now, the force has been able to keep the police academies filled simply by sending officers into colleges and community centers to talk to potential recruits.

The campaign immediately hit a snag in the form of persistent police critic Al Sharpton, who made tabloid headlines with complaints that none of the black- or Latino-targeted radio stations had been contacted to run radio spots. Predictably, he found the TV ads unconvincing. “They didn’t look much like recruitment ads to me,” he said. “It seems to me to be a campaign to persuade us to take the police department as it is and asking us who want reform to appreciate their good work.”

In response, Peter Arnell, who created the spots for the police department, noted that the radio and print portions of the campaign had not been approved by the client until a few days ago and weren’t ready to roll. There are, however, Spanish versions of some of the TV ads, and minority-targeted media was always part of the plan, just not the initial mainstream splash, he said.

Still, the city might find it tough to get on the radio waves anytime soon. May is sweeps month, and inventory at the city’s leading stations, which are also the ones with the largest black and Latino audiences, is tight.

Both Arnell and Deputy Commissioner Jimenez take pains to distance their campaign from Diallo and Louima. In two lengthy interviews, neither Jimenez nor Arnell mentioned the two victims’ names, despite being asked to address the matter directly. Both insisted that the campaign is strictly about recruitment, though they did both acknowledge that in order for the campaign to succeed, it must dispel negative ideas about the police that the recent brutality cases have created.

One commercial comes close to addressing the issue of police brutality head-on, but from the police’s point of view. In the ad, Detective Wally Salem recounts the statistic that “98 percent of police officers never shoot their guns.” He goes on to describe being shot three times by a suspect on a busy street and how in the seconds during which he realized he might die, he decided not to draw his weapon. “If I’d have taken out my gun, with my shooting, there would’ve been more shooting … I figure we have to have no shooting, not more shooting.” The subtext, writ large in this case, is, “We need officers who know when not to shoot people.”

For Arnell, making the spots has been a labor of love. He is a longtime NYPD volunteer and currently a vice chairman for the Law Explorers, a sort of police adjunct of the Boy Scouts. He is also a big fan of Commissioner Safir and Mayor Giuliani, and is genuinely amazed at the police’s contribution to the city’s storied drop in crime. Perhaps most important, Arnell volunteered to make the ads for free.

Arnell admits that, had he entered the formal pitch process, his shop would probably not have been considered. So he approached Safir directly with an offer to do the work free of charge and with two crucial ideas for the campaign: Show victims of crime reminding everyone what cops really do on a daily basis, and don’t show a single NYPD uniform. Hence, the few officers who do appear in the commercials are all in casual-Friday clothing.

“NYPD is under siege,” Arnell says, but “the people are in touch with the importance of the police department and the importance of what they do, very clearly. I think the press, unfortunately, is not, because sensationalism sells papers [and] that has detracted from the contributions most officers make on a daily basis, and that’s what we tried to portray” in the campaign.

“There wasn’t one [crime victim] that we spoke to who disagreed to participate,” Arnell adds. “I think that says something about where people’s heads are at … We didn’t in any way, shape or form put [their opinions] through a filter,” Arnell points out. However, all the participants were provided by the NYPD, which sent a memo to senior staff asking them to find suitable stories of everyday heroism specifically for the campaign.

Robert Goldman, a professor of sociology and anthropology at Lewis & Clark College in Portland, Ore., and the author of “Sign Wars, The Cluttered Landscape of Advertising,” is less sure how the public will receive the ads. “I fully expect that it will be a mixed bag in terms of how it plays out. People who are opposed will see it as salt in the wound, people who support the cops will see it as good that they’re reaching out,” he says. “The problem here is that unlike most crises that corporations encounter, this is about a crisis of authority, an authoritarian institution that has gone over the edge of the contract that we as citizens have with them. The notion of this campaign is even more cynical than the viewers. It presumes that people have no memory and people have no concerns whatsoever.”

The NYPD and Arnell have done their best to prepare for that type of response. Jimenez held a series of focus groups with young men and women from minority backgrounds to find out what reputation the force has on the street. She also held focus groups with police officers. Ironically, both groups had similar views of their relationship with each other; neither group felt the other treated them with enough respect or civility.

The department does not see the ad campaign as the silver bullet that will fix all of the NYPD’s problems. Jimenez oversees a multifaceted community outreach program intended to cultivate understanding between the the police and the communities that regard the department with mistrust. It includes small gestures — such as ensuring that officers address the public as “sir” or “ma’am” — and more ambitious programs, like one in which undercover officers engage unsuspecting uniformed officers on the street to test their responses.

“There are issues of concern between young men and the minority community and the police; some of it is perception, but some of it is reality and that needs to be addressed,” said Jimenez. Advertising is a vehicle by which we’re looking to get the word out. Hopefully it’ll be an opportunity to talk about the job that is done by the NYPD,” says Jimenez.

One nagging concern is the fact that neither Jimenez nor Arnell knew the number of officers they had to recruit until after the campaign was shot. (Jimenez had to look the number up and produced it two weeks after she was interviewed.)

New York University professor Mitchell Moss, an expert on New York and urban affairs, applauds the use of TV to attract candidates. But he hopes the NYPD’s commitment to hiring minorities will go beyond lip service paid by department officials. “There’s got to be follow-through,” he said. “The more important issue is how [minorities who want jobs] will be handled once they apply.”

By anyone’s account, pulling more city residents and people of color into the NYPD can only be a good thing. But will the campaign change New Yorkers’ attitudes toward the police? Goldman sums up the situation with this simile: “It’s like a father who beats his wife and comes home with a big gift, saying ‘I know I’m wrong.’” It’s now up to New York’s residents to decide whether they feel able to forgive.

Jim Edwards is a senior reporter at Adweek.

Two nasty Republicans say nice things about Newt

First Dick Cheney, then Rudy Giuliani suggests Gingrich may be the toughest candidate in the GOP field

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Two nasty Republicans say nice things about Newt Former New York Mayor Rudy Giuliani, left, and Newt Gingrich (Credit: AP)

What does it mean that two of the nastiest men in the Republican Party are saying nice things about Newt Gingrich? On CNN Monday night Dick Cheney warned the GOP not to “underestimate” Gingrich, and lavished praise on the disgraced House speaker for his formidable political skills.

Today, also on CNN, former New York Mayor Rudy Giuliani likewise had kind words for Gingrich, arguing he’s more electable than Mitt Romney in a race against Barack Obama.

“My gut tells me right now as I look at it that Gingrich might actually be the stronger candidate, because I think he can make a broader connection than Mitt Romney to those Reagan Democrats,” Giuliani told Piers Morgan. “You won’t have this barrier of possible elitism that I think Obama could exploit pretty effectively.”

With a straight face, Giuliani explained why charges of “elitism” wouldn’t fly against Gingrich. “One of the strengths he has is he’s got a common touch, he’s able to talk to people, he comes from a poor family, understands poverty from that point of view. He doesn’t come from the American elite. It’s going to be hard to paint him that way. There are a lot of other ways you can paint him, but you can’t paint him that way.”

You can’t? The man with the half-million-dollar Tiffany credit line? The guy who wants to do away with “truly stupid” child labor laws? The one who thinks the poor lack a work ethic? The “historian” who earned just under $2 million from Fannie Mac and took in another $37 million for his healthcare think-tank? The candidate whose tax plan overwhelmingly favors the super-rich? How many ways is Giuliani wrong there? More ways than he and Gingrich have wives between them.

Can we also acknowledge there is no such thing as a “Reagan Democrat” anymore? There are white working-class people who now permanently vote against their own class interests, and they’re Republicans, not Democrats. Then there are white working-class people who are understandably sometimes confused about which party represents them, because Democrats have spent so many years sucking up to Wall Street and playing down their populist past. Some of those voters — the ones who are public workers, or union members, or close to retirement and listening to proposals to raise the eligibility age for Social Security and Medicare — are starting to realize that they have become the GOP’s latest scapegoat, the 21st century welfare queens, and they’re taking another look at Democrats. Some white working-class voters stayed Democrats. But the Reagan Democrat analysis hasn’t made sense for a long time.

Finally, I love the fact that Gingrich and Giuliani have six wives and two marriage annulments between them. Add in Donald Trump, who seems to be leaning toward Gingrich too, they can start a Three Wives Club. Way to go, family values party!

I’ll be talking about the latest on the GOP field with Ed Schultz and Ezra Klein on MSNBC’s “The Ed Show” at 8 ET.

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Joan Walsh

Joan Walsh is Salon's editor at large.

Rudy Giuliani not returning his gay friends’ calls

Does America's mayor really still think he could be president?

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Rudy Giuliani not returning his gay friends' callsFormer NYC mayor Rudy Giuliani attends a Republican luncheon, Thursday, June 2, 2011, at Vito Marcello's Italian Bistro in North Conway, N.H. (AP Photo/Robert F. Bukaty)(Credit: AP)

Rudy Giuliani, a petty little crypto-fascist who used to be the mayor of New York, thought, for a while, that he could be the Republican nominee for president, because of 9/11. Back in the good old days, the one single, solitary admirable thing about the man was that despite being a hateful race-baiting Republican politician, he was cool with gay people.

After Giuliani left his (second) wife in 2001 by announcing his infidelity at a press conference, he moved in with his good friends Howard Koeppel and Mark Hsiao, a gay couple who’ve been together since 1991. They were so close, these three, that Koeppel asked if Giuliani would perform their wedding ceremony. Giuliani said he would, once gay marriage became legal in New York.

Then Giuliani ran for president. And he decided that marriage is between a man and a woman (followed by two more women). His sudden change of heart propelled him to a distant third-place finish in the Florida Republican primary, followed by his exit from the race.

Once Republican voters made it apparent that they were uninterested in the Mayor of 9/11, you’d expect that Giuliani would, with some sense of relief, stop hiding that one shred of basic decency that made him palatable. And now gay marriage will soon be a reality in New York state! But, nope. The New York Post reports:

Ten years later, Koeppel is distressed that his former house guest hasn’t returned the many calls he began making before the legislation was passed last week.

By the way: Rudy Giuliani will address a women’s club luncheon in New Hampshire next month. The dream lives!

Dear Rudy Giuliani: You will never be president. Ever. You will never actually be elected to anything again in your life. No one likes you. Your job now is to just continue cashing in on the day you happened to be in charge of New York when something terrible happened, and that job does not require that you continue to act like a bigot. Just FYI!

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Alex Pareene

Alex Pareene writes about politics for Salon and is the author of "The Rude Guide to Mitt." Email him at apareene@salon.com and follow him on Twitter @pareene

Giuliani visiting New Hampshire next week

Trip stirs speculation that the former New York City mayor may enter 2012 race

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Giuliani visiting New Hampshire next week

Former New York City Mayor Rudy Giuliani is heading to New Hampshire next week, stirring further speculation that he may jump into the 2012 Republican presidential field.

Giuliani will spend Thursday in the state, which is scheduled to host the first presidential primary next February. He’ll headline a fundraiser for the state Republican Party and have lunch with several GOP activists. Former Massachusetts Gov. Mitt Romney will formally kick off his campaign in New Hampshire the same day.

Giuliani was widely praised for steering New York through the tumultuous days after the Sept. 11, 2001, terror attacks. He sought the GOP nomination in 2008 but placed a distant fourth the New Hampshire primary that year.

A CNN poll released Friday found Giuliani topping the field of potential GOP candidates.

Does Rudy Giuliani know how to take a hint?

He wants us to believe he might jump in the presidential race -- four years after his epically disastrous campaign

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Does Rudy Giuliani know how to take a hint?Then Republican presidential hopeful, former New York City Mayor Rudy Giuliani, speaking at a campaign rally in Clearwater, Fla., Monday, Jan. 28, 2008.

On Sunday night, Rep. Peter King, R-N.Y., floated a Rudy Giuliani trial balloon, claiming to reporters that the former New York mayor has been quietly lining up donors and is seriously considering another presidential campaign. Byron York of the Washington Examiner, who is well-sourced among Beltway Republicans, reported on the possibility with surprising credulity, noting that Giuliani placed third in the most recent New Hampshire poll.

Polls this early are, as York should know, total hogwash. It’s a contest based on name recognition, long before most voters have started to pay attention. That’s why Giuliani led the Republican field in national polls throughout 2007, with Fred Thompson in second. Both candidates crashed and burned dramatically in the early primaries and were gone before Super Tuesday. There were four main reasons Giuliani’s campaign failed last time, and none of them have been ameliorated since:

His political record is too socially liberal. This is a guy who started his mayoral campaign in 1989 running to Ed Koch’s left and compared himself to liberal lion Fiorello La Guardia (whom he called New York’s greatest mayor). Although he shifted right when David Dinkins got the Democrats’ mayoral nomination, Giuliani remained pro-choice and pro-gay rights: He even once bunked with a gay couple and famously dressed in drag. Giuliani endorsed Mario Cuomo for governor in 1994. He was a New York Republican, not the sort who can play in South Carolina. His stance on abortion — Giuliani gave up on his brief attempt to pretend he is anti-abortion rights when it was revealed that he had donated to Planned Parenthood, the GOP’s new ACORN — would be a major sticking point. Elite national Republicans like King and York don’t actually care about abortion — see the sections in “Game Change” on how McCain advisors had no objection to putting Joe Lieberman on his ticket — but actual Republicans do. That’s why McCain reluctantly concluded that he couldn’t choose Lieberman. A pro-choice Republican nominee would either trigger significant defections from the religious right to a third-party candidate or simply prompt many of those voters to stay home next November.

He wasn’t terribly popular or successful as mayor. National Republicans may not know this, and New York Republicans like Peter King may have conveniently forgotten, but Giuliani’s political career was over before Sept. 11, 2001. His abrasive manner and controversial policies had resulted in lousy approval ratings. He was trailing carpetbagger Hillary Clinton in the 2000 Senate race before he dropped out. His vulnerabilities have never been seriously exploited by an opponent, but don’t think Mitt Romney would hesitate to unload on him in a close race, especially now that we’re four years further past Giuliani’s post 9/11 beatification.

Speaking of vulnerabilities, Giuliani has nasty skeletons in his closet, even by the standards of a Republican politician. He has been twice divorced: His first wife was his second cousin, and he  dumped his second wife for his quirky mistress, Judith Nathan, at a press conference before informing his wife in person. During the last campaign Ben Smith of Politico reported that Giuliani improperly used police escorts to take Nathan to trysts in the Hamptons. To be fair, Giuliani’s pecadillos pale in comparison to those of Bernard Kerik, a Giuliani crony who started as his driver and was ultimately promoted to chief of the NYPD. When Giuliani recommended Kerik to be secretary of Homeland Security after the 2004 election, a bevy of embarrassing revelations ensued, from his affair with publish Judith Regan in apartments near ground zero that were paid for by taxpayers and intended for rescue workers, to accepting favors from contractors with alleged mafia links.

He also has no message. Giuliani events in New Hampshire in 2008 were depressing affairs. Small crowds, silently bored to death by Giuliani droning on about the importance of lowering the corporate income tax and the various taxes he cut as mayor. It seemed that Giuliani figured he had the national security hawk vote lined up and needed to focus on fiscal conservatives (since he surely could not count on social conservatives). But his only line that drew applause was a throwaway at the end when he would mention the need to “stay on offense” against Islamist terrorism.

But that brings us to the point that Giuliani’s one major selling point — that he happened to be mayor of New York on 9/11 — has been surpassed by events since the last election. President Obama just killed Osama bin Laden, so Giuliani can hardly claim that he would be more committed to taking out al-Qaida. The Iraq war, which Giuliani vociferously supported, is viewed by everyone who doesn’t work for Fox News as a failure. Even the war in Afghanistan is increasingly unpopular. Meanwhile, the news out of the Middle East is of the Arab Spring, which gives us hope that the region will accommodate itself to modernity and democracy rather than being a fount of anger and frustration looking for a target. Giuliani’s dour and militaristic view of Middle Eastern affairs seems especially out of step with the times.

Mostly, Americans are just worried about the economy, and Giuliani already proved last time that he can’t win the nomination with an economic policy focus. Giuliani is unlikely to run, and if he does, he is virtually certain not to win the nomination. The discussion of a Giuliani candidacy is evidence of nothing so much as the desperation of Republicans who want an alternative to their current uninspiring field. But they should take heart: Michele Bachmann might still run.

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Affidavit: Ailes told colleague to lie to protect Rudy Giuliani

Judith Regan taped the Fox News honcho telling her to lie to federal investigators to protect his political crony

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Affidavit: Ailes told colleague to lie to protect Rudy GiulianiRoger Ailes and Judith Regan

Back in 2007, it was hard not to enjoy the muddy brawl between publishing diva Judith Regan and Rupert Murdoch’s News Corp., her former employer. It featured the best cast of conservative bad guys around — George W. Bush, Rudy Giuliani, Giuliani’s former bodyguard, police commissioner (and Regan lover) Bernie Kerik, plus those lovable guys who bring us Fox News, Murdoch and Roger Ailes. The former allies fell apart, you’ll recall, when Murdoch fired Regan, News Corp. claimed she was an anti-Semite who had blamed her troubles on “a Jewish cabal,” and the brassy Regan sued.

Among Regan’s many charges against her old employer was the claim that a top News Corp. executive told her to lie to federal investigators about her affair with Kerik, when he was (unbelievably) being vetted to head Bush’s Department of Homeland Security in 2004. (He dropped his bid when legal troubles came to light, and he’s currently in prison for tax fraud.) The exec told her to lie, Regan said, to protect Giuliani, a candidate for the Republican presidential nomination and a close friend of Roger Ailes. Fox-haters speculated the “high executive” was Ailes himself, given the fawning coverage the former New York mayor got from Fox, but Regan settled the lawsuit for a cool $10.7 million payment from News Corp., and the matter seemed to end there.

Today the New York Times reveals that it was in fact Ailes who told Regan to lie about Kerik – and the paper says Regan had tape recordings to prove it. Fox isn’t even bothering to deny it; where in 2007 a News Corp. spokeswoman told the paper “the company saw no merit in the filing,” Wednesday a spokeswoman said only that News Corp. had a letter from Regan “stating that Mr. Ailes did not intend to influence her with respect to a government investigation,” adding, “The matter is closed.” (News Corp. officially retracted its claim that Regan was anti-Semitic as part of its settlement.) Regan’s lawyer insists News Corp. is misrepresenting Regan’s official statement, but he declined to say more.

He doesn’t need to say more: Affidavits reviewed by the Times show Regan’s former lawyers discussing “a recorded telephone call between Roger Ailes, the chairman of Fox News (a News Corp. company) and Regan, in which Mr. Ailes discussed with Regan her responses to questions regarding her personal relationship with Bernard Kerik.” The lawyer also said, “The Ailes matter became a focal point of our work” in preparing Regan’s case against her former employer. Key to Regan’s case was her claim she had been smeared with charges of anti-Semitism to preemptively discredit her in case she ever said anything about Kerik that could hurt Giuliani. “Regan believed that Ailes and News Corp. subsidiary Fox News had an interest in protecting Giuliani’s bid for the U.S. presidency,” he wrote.

You’ll recall that, in fact, back when Giuliani still seemed a viable presidential candidate, Kerik was a serious blemish on his record. Giuliani was regularly grilled not only about whether and when he knew about his former police commissioner’s many personal and legal troubles, but also about why he would recommend the man for a cabinet post. (The Bush administration was not amused.) Days before Regan dropped her legal bombshell, the Times revealed that Giuliani had in fact been briefed about Kerik’s ethics troubles by the city’s investigations commissioner before Giuliani appointed him to lead the police department in 2000.

After the Times story, the GOP candidate blithely told the Associated Press: “There were mistakes made with Bernie Kerik. But what’s the ultimate result for the people of New York City? The ultimate result for the people of New York City was a 74 percent reduction in shootings, a 60 percent reduction in crime … What Bernie Kerik did wrong did not implicate what the results were for the public.”

Classic Giuliani: Arrogant and stubborn. Now we have classic Roger Ailes: using his media power to protect a Republican political friend. Giuliani officiated at Ailes’ last wedding, and helped when Fox couldn’t get a New York cable channel. The man who started out as an aide to Richard Nixon has never left behind his party politics, despite his claims of being “fair and balanced.” We’ll see if Fox reports on the Times story.

Fittingly, the whole mess came to light because Regan’s former lawyers are now suing Regan herself, claiming she fired them on the eve of her settlement with News Corp. to cut them out of their contingency fee. The affidavits the Times reviewed were mistakenly left public; they have since been removed from the public case file. What a tangled web.

Judith Regan was last seen on the Bravo television hit “Millionaire Matchmaker,” which sets up lonelyhearts moneybags with appropriate partners. (Her TV date went well; no affidavits have come to light revealing whether she found true love.)

Bernie Kerik was last seen on Twitter, railing against the so-called ground zero mosque — from prison. It all makes sense: Fox helped gin up the mosque non-story; Park51 is only blocks from the apartment for 9/11 rescuers that Kerik used as a love nest during his affair with Regan, which Ailes wanted Regan to lie about.

And Rudy Giuliani? His presidential bid imploded in 2008, he had to fold his consulting firm last year, but the New York Post claimed last month that he’s looking at a 2012 presidential bid. The Post is, of course, owned by News Corp.

 

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Joan Walsh

Joan Walsh is Salon's editor at large.

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