John McCain Quotes

Appearances are not truth. But every politician knows that his or her image, as well as his or her actions, can make the difference between failure and success.

We all know that looks matter, and modern politicians have always assumed that their battles are decided on both substance and image.

In politics, reality and appearance are of equal importance. You cannot attend to one and neglect the other. A man must determine both what he is, and what others believe him to be.

In politics you learn to always smile.

Did I say that the President's entire job is image management? Of course not.

No, no, no. Dick Cheney forbade me to waste time on his image. I would have liked to have done more.

Governing today means giving acceptable signs of credibility. It is like advertising and it is the same effect that is achieved—commitment to a scenario.

Politics is the business of managing perceptions.

Sometimes heads of state have to make statements for [local] public consumption.

I allow the public to believe that I have more influence with the King than I do in reality.

Nixon's pretense was to be less than he was—less thoughtful, less introverted, less skeptical and analytical, less cerebral—to present himself deliberately as an Average American: patriotic, conventionally religious and responsible, gregarious, sports-loving, hardworking and hard-nosed.

Perception is everything and that becomes the reality. It's a big problem for Hillary Clinton.

Keep up appearances; there lies the test. The world will give thee credit for the rest.

In politics, being ridiculous is more damaging than being extreme.

You often see politicians who try to put on a different persona; they think they should be more jolly or serious. Invariably, the persona they choose is worse than their own.

It's kinda all about image.

I don't think we have the right haircut or tattoos for politics.

A President has to do the image stuff that will help him so that he can do the substantive things he wants to do.

A summit is a photo opportunity featuring two or more heads of government who have no business to transact, but believe a set of smiley photos will do them a lot of good politically.

Image has become everything.

Is there anything we can appear to do?

I have no more obligation to spin. When you’re in the White House, you spin.

A leader has to “appear” consistent. That doesn't mean he has to be consistent

I have all the equipment to be a politician. Total shamelessness.

If politics is like show business, then the idea is not to pursue excellence, clarity or honesty but to appear as if you are, which is another matter altogether.