"[Y]ou have to plant a lot of seeds in the spring and the summer so you can capitalize on it. If you have a story that's going to hit in the middle of September, middle of October, what you really want to do is build several things that come off of the story so that it's not just a one-day hit. If the story runs on the front page of a major paper, you also want to set it up so that it hits some of the television morning shows, and from there you want to have surrogates out the next day, so that you get a second hit. On the third day, ideally, you have some additional information you've been holding back that you can feed into it, another round of stories. On the fourth or fifth day you try to hold your candidate back from saying anything, so that eventually, when he does say something about the issue, you get another round of stories. If you do it all effectively, you can basically wipe out a guy's entire week. He'll spend the entire week responding to a story that showed up on a Monday."