Palin's 2012 Playbook

Broaden Your Base
Not all evangelicals are thrilled with Palin. "Bridge outward," advises Richard Cizik, vice president for governmental affairs of the National Association of Evangelicals. "You have to get out of that mentality that it's only the base that matters. It's the independents who matter." Rather than honing her skills as a cultural warrior, says Cizik, Palin should take a page from Reagan's playbook. "If you want to be a conservative, then immerse yourself in great ideas, broaden your horizons. That's what Ronald Reagan did for 25 years. William F. Buckley's strength was that he made intelligence and intellect valuable, not something to despise." By focusing so much on class warfare, says Cizik, Palin has limited her appeal. "Her kind of campaign suggests that Christian conservatives are outcasts who need to be seduced to run against the elites," says Cizik. "That's very outdated thinking." It's OK to pal around with conservative intellectuals like William Kristol, Fred Barnes and Michael Gerson, the former Bush speechwriter.

You need a fat bank account to run on the national stage. Ask Hillary Clinton. And God knows, you don't want reporters pawing through your mortgage records in 2012; better to pay the whole thing off. But how? Alaska's ethics laws preclude cashing in as governor with a TV gig or speaking fees. If you don't run for re-election in 2010, you can cash in. According to the Hollywood Reporter, several producers are working on "the ideal on-air deal vehicle" for you. According to the trade paper, those options include a reality show on your family, or an afternoon talk show. A cable deal, a la Mike Huckabee's recent show on FOX, is another option. But resist the temptations. If you continue to brand yourself as a celebrity, it's going to be hard for people to take your seriously. "The spotlight is good," says Wright. "But not if it's done in a way that trivializes the person."

Let's just say you decide not to run for re-election. That gives you two years between 2010 and 2012 to fill the till. After all, Tina Fey just landed a book deal estimated between $3 and $4 million. Publishing sources say a tell-all about your weeks as McCain's running mate could yield a similar paycheck. But beware of appearing venal or ungrateful. After all, these are the guys who called you a "diva" when you were still on the ticket. A lot of Americans have doubts that you ever read a book. Show them you can write one. But make it the right one.

© 2008