In announcing for president, location is key

Getting into the presidential race has become a seemingly endless process, from testing the waters, to forming an exploratory committee, to announcing an intention to announce.

But ultimately, comes the announcement itself.

CBS News correspondent Whit Johnson observes that there are many different approaches to formally tossing one's hat into the presidential ring -- and the backdrop can be as important as the message.

At this stage, it feels as if every week brings a new Republican entrant and, says Johnson, each one seems to prove again that the old real estate adage of location, location, location can be pivotal.

Whether they choose to officially say "I'm in" in their hometown, a crucial swing state, in front of an iconic landmark, or online, every candidate does it their his or her own way in attempting to orchestrate a successful, memorable announcement.

Early on, candidates' placement in the polls can be all about name recognition. The formal announcement of some of the lesser-known candidates is their first real shot at gaining serious national exposure - and that first impression could make or break a campaign.

What it comes down to is that, in a crowded field of like-minded politicians, what they say when announcing may not be as important as wherethey say it.

When former Utah Governor and ex-U.S. ambassador to China Jon Huntsman said when he entered the race Tuesday, he said, "What we now need is leadership."

Huntsman stood flanked between two fluttering American flags, with the iconic Statue of Liberty as a backdrop.

The fledgling campaign was trying to go big, invoking the image of Ronald Reagan, who kicked off his general election campaign in 1980 in the same setting.

"Huntsman has to be who he is, even though he knows he's, by comparison, a pale reflection to Ronald Reagan," says National Journal Congressional Correspondent Major Garrett. "He's sort of reaching in that direction."

When former Mass. Gov. Mitt Romney made his announcement, he said, "We are united by one great, overwhelming passion: We love America. We believe in America."

He said it not in Massachusetts, or in Michigan, where he launched his 2008 campaign. Rather, Romney picked his spot strategically, announcing in New Hampshire, the nation's first primary state, one where Romney previously lost to John McCain, and still a key battleground in Romney's hopes of winning the GOP nomination.

Lesser-known Tim Pawlenty, a former Minnesota governor, used a similar strategy. He said, "If we want a new and better direction, we need a new and better president." He said it in the nation's first caucus state, Iowa.

And then there was former House Speaker Newt Gingrich, who announced - in a YouTube video. He went for the affordable and hip venue, social media, with a tweet, and a link to that official announcement video.

"The announcement matters for one candidate, ultimately," says Garrett. " ... It's important for the winner. And nobody else."

Which for now, says Johnson, still leaves a speech by a junior senator from Illinois on a frigid February day in 2007 -- as the one to beat. That candidate? Barack Obama.

Of course, Johnson points out, there are still more announcements anticipated. Minnesota Rep. Michelle Bachmann has made her intentions clear, and is expected to make her formal announcement next week.

And others, such as Texas Gov. Rick Perry and - Sarah Palin - may opt to join the as well. The waiting game on their decisions continues.