The campaign to "soften" Gov. Rick Scott's image got off to a staggering start when it was suggested that he take Democratic Rep. Debbie Wasserman Schultz on a trade mission to Israel.
The idea, floated by Scott Chief of Staff Steve MacNamara, was presented as one way for the conservative governor to broaden his appeal, raise his profile and lift his dismal poll numbers.
But while Scott has begun venturing into enemy territory, warming up chilly newspaper editorial boards, the Wasserman Schultz gambit went nowhere.
"The governor hasn't called her," MacNamara said Tuesday through spokeswoman Amy Graham.
Chairwoman of the Democratic National Committee and one of the most hyper-partisan members of the U.S. House, Wasserman Schultz represents a heavily Jewish district around Fort Lauderdale.
Instead of appearing statesmanlike -- a la the Nixon-to-China breakthrough -- jetting off with "DWS" would make Scott look more like Charlie Crist hugging Barack Obama, which turned out to be a fatal political move for the then-governor, critics of the idea noted.
Wasserman Schultz's spokesman Jonathan Beeton declined to comment on whether the congresswoman would even entertain an invitation from Scott.
"I cant speculate about things that Im not aware of," Beeton said.
Javier Manjarres, who edits the conservative political website Shark Tank in South Florida, said Wasserman Schultz would be "the kiss of death for Scott because of how polarizing she is."
Critiquing the congresswoman's (and Obama's) position on 1967 borders for Israel, which Israeli Prime Minister Benjamin Netanyahu calls "indefensible," Manjarres said Scott's association with Wasserman Schultz "would signal the perception that he's willing to work with the dark side."
Former Scott staffers, speaking on condition of anonymity, say the governor's lack of a senior political adviser during last June's transition from outgoing Chief of Staff Mike Prendergast to the incoming MacNamara opened the door for bad advice.
"MacNamara knows his way around Tallahassee, but he is not a political strategist and his loyalties do not lie with Rick," said one veteran of Scott's 2010 campaign.
Early on, MacNamara supported Scott's primary rival, Bill McCollum, and was chief of staff to Senate President Mike Haridopolos.
The Wasserman Schultz idea arose during MacNamara's move from the Senate to the governor's office.
Since then, insiders, also speaking privately, say the political zeitgeist of the governor's office has changed. A top manager described himself as one of the "last conservatives" standing.
Another grumbled that the chief of staff has filled several positions with former students since coming on board. MacNamara, who formerly taught communications at Florida State University, is secretary of the FSU-based Claude Pepper Foundation, named after the late Democratic congressman.
Though Scott has not made marked policy shifts, he has clearly softened his political style.
This week, he issued a statement praising President Obama's decision to send three free-trade agreements to Congress for approval.
Without referencing the White House's lengthy delay and the attendant Republican ire on Capitol Hill, Scott stated: A successful jobs plan is dependent on immediate ratification of these agreements, and I urge Congress to quickly pass them.
The recent re-emergence of political operative and pollster Tony Fabrizio, who helped direct Scott's 2010 campaign, indicates that the governor has his eyes on re-election.
Meanwhile, concerns have arisen about MacNamara's stewardship. For example, the governor's office lacks a "rapid response team" that anticipates and quickly resolves issues with the media.
In the absence of such a team, Scott's press staff was caught flat-footed by a study showing the savings derived by Florida's trail-blazing welfare drug-testing program. A proactive communications effort could have parlayed such findings into positive coverage with national implications.
On negative stories, the governor has had trouble enunciating his message and framing the issues.
In recent months, Scott has been accused of slashing the education budget while promoting oil drilling in the Everglades. Although the former claim is overblown and the latter is patently false, the misleading narratives stand.
When, as happened recently, a newspaper columnist ridiculed the bald-headed governor for getting a $10 Supercuts haircut instead of frequenting a more pricey salon, it's obvious that the press corps remains congenitally critical of even the smallest detail.
In terms of refining the governor's public presentation, "MacNamara is doing a good job," said a former campaign operative. "The poll numbers are improving and Rick is getting in front of more people."
But a less sanguine veteran of the 2010 campaign cautioned, "There needs to be a balance between policy people and political people. The governor needs someone to filter the crazy ideas."
"Proposing a junket with Debbie Wasserman Schultz should have been grounds for firing," concluded one current staff member.
Contact Kenric Ward at kward@sunshinestatenews.com or at (772) 801-5341.
