Our guest today is Terry Sullivan, partner at Firehouse Strategies, a leading public affairs firm, but for the purposes of our conversation today, Terry was the campaign manager of Senator Marco Rubio’s 2016 presidential campaign where he also had the honor of being my boss. He’s played a senior strategic role in more than 100 campaigns from the bottom of the ballot all the way to the top.
In today’s episode we’re talking about presidential primary announcement season which is well underway. What preparations are candidates making, why are they so coy when everyone knows they’re running, and what comes next? We dive into all that and more.
Key Takeaways:
1. Presidential Campaigns Require Relentless Discipline
Terry Sullivan, campaign manager for Marco Rubio’s 2016 presidential run, emphasizes that discipline in message, media strategy, and operations is critical at the presidential level. Every move is scrutinized, so consistency matters.
2. Earned Media Is Still King in Presidential Races
Sullivan explains that securing media coverage—particularly national media—can often be more impactful than paid advertising, especially in shaping early narratives and building name recognition.
3. Rapid Response Infrastructure is Essential
He describes the importance of having teams and systems in place to immediately address attacks, capitalize on opportunities, or correct misinformation. Campaigns must be agile and constantly monitoring the news cycle.
4. Fundraising Strategy Must Evolve with the Cycle
Sullivan advises that what works for fundraising in the primary may not work in the general election. Campaigns need to continuously analyze donor behavior and adjust strategies as the field narrows and stakes rise.
5. Personal Connection with the Candidate Can’t Be Faked
He notes that authenticity isn’t optional—voters can sense when a candidate is scripted or uncomfortable. Helping a candidate show their genuine self is one of the most powerful tools in a strategist’s toolkit.
Watch on Youtube:
https://www.youtube.com/channel/UCdzsHPQ_uNfN8r5PILc3NhQ
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