Senator's Image as Reformer Born in Crisis

McCain acknowledged he had troubles, observing that he was caught in the "crisis of my political life."

"Think you'll survive it?" Mudd asked.

"I hope so," McCain said.

Toward the end of the PBS report, in what became a pattern during his television appearances, McCain received a favorable nod from the commentator. "John McCain has been the only one talking," Mudd told viewers. "The other four senators who are involved . . . all have been following a policy of stonewalling the press."

The flattering contrast emerged as a familiar media refrain in the days ahead, politically deadly to the four silent senators but a boost to McCain's political resurrection. When John Glenn finally began speaking publicly about the controversy, he avoided expressing any McCain-like regrets, steadfastly insisting upon his forthrightness, though sounding defensive in the process: "I never acted in a more ethical, moral and legal way in my life," he said.

By then, after weeks of interviews, McCain had changed from being a once little-known junior senator from Arizona to a national media favorite, appreciated for his admissions and unpredictable candor about the Keating mess. Even Edwin J. Gray, the chairman of the Federal Home Loan Bank Board, who had felt unduly pressured by the five senators at the first meeting about Keating, singled out the senator who kept issuing the same qualified mea culpa. "In the case of Senator McCain, he is the one who has apologized -- he said [that five senators meeting with the regulators] was wrong, basically," Gray said. "And I think he deserves a lot of credit for that."

Back in Washington, DeConcini, who would later decide against seeking election in 1994, took note of McCain's rise from the dead.

"John did some smart political things, in retrospect," DeConcini says. "He went back to Arizona, admitted to some mistakes of judgment; that was shrewd. . . . He didn't take an aggressive position like I did, and like Riegle and Cranston did in fighting. . . . Maybe I should have admitted to some mistakes in judgment in some way. . . . And perhaps I should have called Greenspan and spoken out about Greenspan's support [of Keating] like McCain did [in his press conference]. But my staff talked me out of it. . . . John benefited from doing some smart things."

Birth of Campaign Reform for McCain

In response to questions from television anchormen, the chastened McCain seized the mantle of a new cause. "I am all for campaign finance reform," he said in late 1989 on "Nightline." "I think it will come over time. I think it will take impetus."

"That was the birth of campaign reform for McCain," Jay Smith later observed.

No one close to McCain could remember him ever talking about the subject before. But with the fallout from the Keating scandal receding, and his priorities changing, the great reception he was receiving from pundits and television interviewers emboldened him. Over the next year, he linked the ills of campaign finance scandals to excessive government spending, arguing that one led to the other. He began excoriating pork-barrel spending and earmarks. It was all part of a package of reforms being pushed by a new brand of Republican crusader.

"He'd never really talked about earmarks either before Keating," Smith recalls. "His new message was, number one: The status quo is unacceptable. . . . He'd known he was going to be exonerated [by the Senate ethics committee], but he also knew that . . . there was still this appearance of impropriety out there for some people. . . . . He'd had no real reason until then to pay attention to issues like campaign finance. . . . I first heard him talk at length about reform during his 1992 reelection campaign."