BulletProofBlog the blog on crisis communications

With the presidential race in the rearview mirror and an aura of reconciliation in the air, three political figures that took major media lashings over the last two election cycles are hitting the road for an image makeover. Last week, Mark Foley, John Edwards, and Sarah Palin all made headlines - and while their chances at redemption vary quite a bit, it' s clear that all three are looking to take advantage of a post-election period in which the media can be particularly attentive.

I gave an interview for an article in The Politico on this topic last week - and wanted to take a moment to expand on a couple of points here on Bulletproof.

When Mark Foley sat down for his recent interview with the Associated Press, he was already dead on arrival - primarily because his indiscretions are indefensible. Simply put, it' s that they were boys, not men. However, I admire his courage and if he was trying to make peace with himself and help clear the air for his new, non-political career, then he deserves credit for making the effort. If he is looking for anything beyond that, however, then he will be sorely disappointed.

From a communications point of view, however, Mr. Foley still seems to have missed the point. Rather than look to the future during his first foray back into the public eye, Foley chose instead to make excuses and list - once again - the personal demons that led him to make such terrible choices. At some point, preferably early in a crisis, leaders in business or politics (or those that hope to be considered as such) need to say "I am responsible."

All that Foley' s interview accomplished was to remind the public of the regrettable episode that led to his demise in the first place. Simply put, he failed to articulate why he should be trusted again or what he has to offer moving forward. This is not how you rebuild a reputation in the wake of a national scandal.

John Edwards faces a unique challenge in that his actions directly contradicted the caring, empathetic brand he built while running for and holding public office. Because of this, the possibility that he could win any election he' d be interested in running seems bleak. But he does have a chance to reassume a thought leadership role within his party - much like Newt Gingrich did after news of his affair broke - but only if he continues to emulate the rebranding efforts of his party' s top thought leader, Bill Clinton.

After his initial public confession, President Clinton remained quiet on the Lewinsky affair from there on out. He then sat out the 2000 election and slowly rebuilt his brand with public appearances that provided opportunities to spread Democratic messages.

By sticking to the issues and refusing to take media questions during a low-key appearance at Indiana University last week, Edwards did the same. He enabled friendly audiences to get used to seeing him in the public eye again without having to rehash the sordid details of his recent affair. Like Clinton, he seems to understand that a slow and calculated approach is most prudent when remaking a public image following an admitted scandal.

Finally, Sarah Palin is remaining in the public eye to put the luster back on the down-to-Earth, Wasilla hockey-mom shine that faded during the campaign. It seems that she' s trying to maximize the momentum she built among the Republican base - but rather than pursue an all-out media blitz, she might be better served to take a page from the playbook of an unlikely source - President-Elect Barack Obama.

Like Palin, Obama first took the national stage in the waning months of a presidential election (2004). Like Palin, he was viewed as a rising star within his respective party following that election. Like Palin, he was initially seen as a polarizing figure. And like Palin, he did seem a little wet behind the ears at first glance.

But unlike Palin, Obama laid low for a while after the 2004 election - opting instead for a slower, more strategic approach that allowed him to stay out of the media spotlight and assuage concerns that he was all style and little substance. If Palin were following Obama' s example, she might have a chance to accomplish that same goal while allowing the many missteps she made during the campaign to fade into history - which will be absolutely necessary if she plans to make a serious run at the presidency in 2012.

From here on out, Palin will have to use every opportunity to articulate substance over style. The apparent loss of Senator Stevens seat - a seat she was once considered to possibly fill - just made her road longer and harder, as she will have to do her rebuilding from Juneau, not Washington, D.C. Meanwhile, Mike Huckabee is making it quite clear that he believes he is the future of the Republican Party, and he has nothing but exceeded expectations serving as his legacy.

Remaking an image is never easy - especially in the political realm. But those that do manage to resurrect themselves from the political graveyard usually do so with a tempered, calculated approach that allows the public to forget the transgressions of the past and look forward with excitement to a brighter future.