Haley’s Traditional Campaign Was No Match Against Trump in South Carolina

Nikki Haley has proudly called herself the underdog in the Republican presidential nomination fight, telling South Carolina audiences over and over how she defeated, or at least outlasted, 12 other candidates, all of them men, and then adding, “I just have one more fella to catch.”

But in her race in South Carolina to catch that fellow, former President Donald J. Trump, she ran an exceptionally conventional campaign, crisscrossing the state in a bus, delivering her stump speech almost word for word, over and over, and seldom taking questions from the audience or the news media in attendance. Her guest speakers were local mayors and prosecutors.

As the campaign for her home state came to a close, ending in a swift victory for Mr. Trump on Saturday night, some campaign professionals question how such a cautious effort was ever going to shake up a nominating contest in which Mr. Trump had already won the Iowa caucuses and New Hampshire primary, and held a clear lead in South Carolina.

Lis Smith, who helped run the presidential campaign of Pete Buttigieg in 2020, putting a little-known former mayor of South Bend, Ind., on the political map, said that once Ms. Haley got the race down to a two-candidate contest, “there was a huge opportunity to make a splash.”

But in the state where she served as governor, Ms. Haley didn’t do much of what a candidate trying to close a yawning gap would do, Ms. Smith said — such as take questions from voters or pull stunts to grab press attention, like showing up at campaign events with surprise guests.

“If you are the underdog, if you are trying to drive the narrative, you have to understand what drives the media,” she said, “and you have to be willing to make news, not give set speeches.”