Herenton's Campaign Strategy

MEMPHIS, Tenn. - Willie Herenton, the congressional candidate, not only answered questions at his campaign headquarters, he unveiled his new campaign slogan. One that seems to focus on him, but not necessarily on his platform.

In a political campaign when is the best strategy, seemingly, not to have a strategy? For Democratic congressional candidate Willie Herenton, the answer to this "enigma wrapped in a conundrum" could mean the difference between defeat and victory in the august primary.

You have to admit that for a man who has never tasted defeat in any election it's still a curious plan of attack against a two-time congressional incumbent?

"Reporter: So, the strategy up until now has been not to really campaign? Obviously, obviously that's been my strategy," said Herenton.

With less than two months before the August Democratic Primary, congressional candidate Willie Herenton's "Cheshire cat" display of supreme confidence he'll defeat 9th District Congressman Steve Cohen seems baffling to nearly everyone, but him. But, in a campaign that looks in need of a "jumpstart" Wednesday's "ask me anything" news conference, Herenton denied the event wasn't just a long-winded talking photo-op.

"I'm having a press conference not to get free press. I'm having a press conference so that those of you who represent the media establishment can provide the Memphis public with some information on critical issues," said Herenton.

"If you hit me with something that's trivial. Or if you hit me with a question that shows you lack understanding of what people do when they go to congress. I mean that's your shortcoming. It ain't mine," said Herenton.

Yet, before moving on to addressing the "meatier" issues of the day in Herenton's eyes, the former mayor announced he was taking care of a thorny issue from the past.

The issue of paying the city back $10,000 for legal expenses accrued in mounting a $55,000 defense while in office against a federal indictment that never came.

"We're not conceding that what the city says is correct and factual. In fact, we disagree with them. But, to get that off the table, we don't want that as an issue, my attorney will resolve that today," Herenton responded.

Unfortunately, to Herenton's dismay, most of the questions posed by reporters in the 95 minute session weren't of a "congressional" caliber. So, on occasion it was Herenton himself trying to orchestrate the media to ask him about his views on the economy, jobs and what he hopes to bring to Washington if elected.

"I really believe in Washington that there are a lot of officials there that are out of touch with mainstream America. I'm in touch with mainstream America."

Toward the end of the news conference, Herenton unveiled new tee-shirts and caps with his recurring campaign theme of "just one" in reference to no current African American representation among the state's congressional delegation.

A large segment of this population in Memphis that will agree with me that African American people need a place at the table.

Yet, Herenton's seemingly reluctance to fully put his campaign into high-gear remains curious to nearly everyone except him.

"My strategy is what I want it to be. I've got it timed and you'll see it," said Herenton.

In a written statement released from his office in Washington this afternoon, Congressman Steve Cohen responded to the Herenton news conference by stressing the excellence of his record in representing African American constituents.