Anyone who has followed the career of Steve Jobs knows that product rollouts can be richly rewarding. Barack Obama and John McCain would like nothing better than to copy Apple's success when they bring their own new products to market soon: their running mates.
Vice presidential nominees don't win elections, despite all the hype surrounding their selection. Still, the choice of a ticket mate is often the biggest news story between the primaries and the November vote, invariably described as the first "presidential" decision by the man who hopes to lead the country.
Properly orchestrated, the announcement of a running mate can also provide a powerful political lift. It is a rare moment when a presidential candidate is in complete control of events, which he can use to dictate the way that the nation views him.
"The rollout," said Republican consultant Scott Reed, "is sometimes as important as the pick."
Here are six rules for successfully introducing a VP nominee, based on interviews with strategists from both parties, including those with firsthand experience.
* Do your homework. The first and most obvious rule: Choose someone who won't hurt your chance of winning. That means researching, in excruciating detail, the background of each potential pick and, once chosen, preparing that person for the new role as number two.
No one wants to repeat Richard Nixon's mistake in hastily settling for Spiro T. Agnew, a corrupt Marylander later forced to resign the vice presidency.
Nixon's 1972 challenger, George McGovern, en route to losing 49 states that year, forced his running mate, Thomas Eagleton, to quit the ticket amid questions about his mental health. Eagleton had neglected to disclose that he'd been treated for depression with electric shock treatment. He was replaced, after 18 days as vice-presidential nominee, by R. Sargent Shriver of Maryland.
* Avoid surprises. Politicians hate surprises. So once the choice is made, it's wise to alert friends and supporters.
A mass media leak is an easy way to send a signal. But sometimes, targeting the message makes better sense.
After 1996 Republican nominee Bob Dole had settled on Jack Kemp as his running mate, he touted Kemp in a phone call to columnist Robert Novak, a trusted conservative voice, who quickly spread the word that Kemp was a serious contender.
