THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Sunday, October 2, 1994 TAG: 9410020054
SECTION: LOCAL PAGE: B1 EDITION: FINAL
SOURCE: BY ROBERT LITTLE, STAFF WRITER
DATELINE: CHESAPEAKE LENGTH: Medium: 71 lines
Tailing his boss on a campaign stump last month, a consultant to Republican challenger George Sweet's 4th District congressional race stopped under some trees and drew a square in the dirt with his shoe.
``Say this is a typical campaign,'' he said, stamping his foot in the center of the square. ``Well, this is how we're going to win,'' he said moving his foot outside the lines.
``Outside the confines of a typical campaign. That's where we need to be.''
With neither the money nor the clout of Rep. Norman Sisisky, his Democratic opponent, Sweet is betting on some less-than-orthodox campaign hardware to give him an edge.
Campaign spokesman Bill Samson is establishing a CompuServe account to communicate with voters through the world of computer networks.
And this weekend, Sweet and a swarm of volunteers plan to pass out 10,000 videotapes door-to-door, touting Sweet's endorsement by Virginia GOP heavyweights Oliver L. North, Gov. George F. Allen and former Virginia Gov. Mills E. Godwin Jr. The blitz will target people who plan to vote for North in his U.S. Senate bid but who are undecided about Sweet, a Baptist minister waging his first political campaign.
Sweet's aides say the two approaches will broaden the candidate's reach throughout the sprawling 4th District and allow him to focus on his must-sell voters - undecided Republicans.
But the two campaign techniques have another appeal for a candidate running against one of the wealthiest Capitol Hill incumbents: They don't cost a lot of money.
``Norman Sisisky can buy all the TV time he wants,'' Samson said. ``But when was the last time he came to your door?''
The cost of the computer network should be minimal, and the videotape cost Sweet about $20,000 to produce and copy, Samson said.
``That'd be a mighty small buy on television,'' University of Virginia political analyst Larry Sabato said. ``It's a good technique to use, if you target properly. Almost anybody who watches the tape is going to be affected.''
Sweet contends his campaign has gained ground against Sisisky, who won a lopsided victory two years ago during the only Republican challenge he has faced since taking office in 1982.
Sweet's campaign may have been buoyed by the withdrawal of former Gov. L. Douglas Wilder from Virginia's race for U.S. Senate because Wilder tended to attract more liberal voters to the polls, Sabato said.
Sisisky, known to poll the district heavily to gauge his support, is planning a series of broadcast television commercials - the first of the campaign - beginning early this week.
Still in session in Washington, the 12-year congressman has so far done little campaigning or advertising in his district.
But Sisisky has a history of unleashing massive media attacks closer to Election Day.
``Don't worry,'' said Tim Shock, Sisisky's campaign manager. ``As soon as they adjourn in Washington, you're going to see a lot of Norman Sisisky.'' ILLUSTRATION: Color photo
CAMPAIGN VIDEO
Videotapes and CompuServe are two campaign strategies Republican
challenger George Sweet hopes will give him an edge in the 4th
District congressional race.
KEYWORDS: CONGRESSIONAL RACE 4TH DISTRICT CANDIDATES
CAMPAIGNING by CNB