CAMPAIGN 2004 Survey: Kerry is seen as aloof

Union focus groups didn't blame Bush for the economy but had some doubts.
WASHINGTON (AP) -- Democrat John Kerry "doesn't warm anybody up," while President Bush is seen as likable and strong, according to focus groups of undecided union voters conducted for the AFL-CIO.
Organized labor must help Kerry create an emotional bond if fence-sitting members are to vote for him in November, according to the results. The focus groups were conducted last month in St. Louis and Philadelphia by Lake Snell Perry & amp; Associates, a Democratic company.
Though very early in the race, the focus groups highlight the work facing organized labor as it tries to energize and mobilize voters for Kerry.
Results show that Kerry's reputation for aloofness remains a hurdle for the presumptive Democratic nominee -- even among his party's core constituencies. And despite the acidity labor leaders direct toward Bush and his policies, the president still appeals to a segment of union members, namely the Reagan Democrats.
Bush was viewed as likable and strong, "with a nice family and good moral values," according to a memo detailing the findings of undecided and independent union voters.
Influencing swing voters
Labor's research shows that constant communication from their unions can move these voters firmly into the Democratic fold. Union leaders are putting unprecedented emphasis on them, betting those members in battleground states will help them oust Bush in November.
Union swing voters are a small slice of the labor federation's 13.1 million membership, AFL-CIO spokeswoman Lane Windham said.
"Our job is to make sure that they have the information to make decisions based on the issues," she said.
In 2000, Bush won 37 percent of union household voters to Al Gore's 59 percent, according to exit polls. Those voters made up 26 percent of the electorate. The Bush administration's efforts to reach out to conservative, hard-hat unions will pay off in November, campaign spokesman Scott Stanzel said.
"Labor union members will support President Bush because they, like other voters, will focus on leadership," he said. "President Bush has worked to create jobs for all Americans by growing the economy."
The focus groups found that Bush mostly escapes blame for the economic downturn and subsequent unemployment. But participants wondered if he had plans to deal with such issues. They also had "creeping doubts" about Bush's trustworthiness, such as the failure to find weapons of mass destruction in Iraq, and whether he really cares about working people, the findings said.
Getting to know Kerry
Meanwhile, most knew about Kerry's Vietnam record. It shows strength and inoculates on values, but Democrats "shouldn't obsess about it," the findings cautioned. Some participants found his role in protesting the war upon his return as negative.
"Seeing Kerry talk is important and reassuring -- but he doesn't warm anybody up," the memo said. "Any mail pieces need to fill in facts and help build an emotional bond."
Kerry still must be introduced to many general-election voters, said Stephanie Cutter, his campaign spokeswoman. "At the end of the day, voters are going to care about who is going to put the economy back on track. By and large, across the country, voters believe John Kerry is the only person to do that."
Democrats need to quickly "fill in a lot of information on Kerry" to protect against Bush attacks, according to focus-group findings. The Bush campaign's portrayal of Kerry as a flip-flopper has started to stick.
"If possible, find more pictures of Kerry with working people and/or families to warm him up," findings said. "'Strength' pictures are also good to use."
General polls
Bush and Kerry are about even on who is more popular with the public, with about half seeing each favorably. But when voters were asked in a recent Associated Press-Ipsos poll which of the two is better described as a "strong leader," Bush was picked over Kerry by a 2-to-1 margin.
Bush's down-home style played well with some voters in 2000 in contrast to a buttoned-up Gore. But some experts think personality and likability are less important in this election.
Those issues matter a lot "in what we call small-issue elections," said Larry Sabato, a University of Virginia political scientist. "2004 is the ultimate big-issue election. People are going to be voting on Iraq, the war and the economy, period."
The AFL-CIO will spend a record $44 million on get-out-the-vote efforts, concentrating heavily on battleground states. Florida, Ohio and Missouri top that list.