PR After election, candidates need a different tone Both the winner and loser of the presidential election should ratchet back the negative rhetoric once the polls have closed to bring a little peace to a deeply divided electorate, speechwriters say. By Matt WilsonNov. 6, 2012 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.