‘She’s in the pantheon now’: Kristi Noem and the politicians who hit self-destruct

She could have been a contender. But then she wrote a book. And suddenly Kristi Noem was caught like a rabbit – or a rambunctious puppy – in the headlights.

The governor of South Dakota found herself insisting that a false claim she met the North Korean dictator Kim Jong-un had been put in her book by accident. Wait, said Elizabeth Vargas of NewsNation, you recorded the whole audiobook version and read this passage out loud. Why didn’t you take it out then?

Related: No Going Back: Kristi Noem and other Trump veepstakes also-rans

Noem blinked, nodded and waffled. She was pressed on the point twice more. Finally she asked in desperation: “Did you want to talk about something else today?”

It was a car crash interview at the end of a train wreck week. Noem went on to abruptly cancel further appearances on CNN and Fox News, sparing herself further vilification over both the Kim lie and an admission that she had once dealt with a misbehaving puppy by shooting it dead in a gravel pit.

Branded a fabulist and a dog murderer, her hopes of becoming Donald Trump’s running mate in the 2024 presidential election lay in ruins. Noem had become the latest in a long line of politicians – from Gary Hart’s affair to Sarah Palin’s gaffes to Mark Sanford’s cover up – to perform a spectacular act of self-immolation.

“She’s in the pantheon now,” said Rick Wilson, a strategist who has worked on many Republican election campaigns. “The arrogance of a lot of political candidates who think they’re good with the press is they’re good with the press until they realise they’ve been skating on thinner and thinner ice and, when that ice goes, they are under the water.”

The rise and fall of Kristi Noem happened with dizzying speed. The rancher and farmer served in the South Dakota legislature for years then entered Congress in the rightwing populist Tea Party wave of 2010. She became South Dakota’s first female governor in 2019 and won plaudits from Republicans for resisting coronavirus pandemic lockdowns.

In 2022 Noem published a book, Not My First Rodeo, with a front cover that shows her wearing a cowboy hat on horseback, reins in one hand, giant American flag in the other. “From humorous barnyard battles with feisty cattle and rodeo horses … ” was part of the PR pitch. The book seemed to shore up her status as a serious player in the Make America Great Again (Maga) universe.

There were concerns over Noem’s hardline stance on abortion and media reports of an affair with the former Trump aide Corey Lewandowski. But in February this year, when the Conservative Political Action Conference held a straw poll for Trump’s vice-presidential pick, she came in joint first with Vivek Ramaswamy among 17 possible candidates.

But things began to unravel when Noem appeared in a bizarre infomercial-style video lavishing praise on a team of cosmetic dentists in Texas. Then she went a book too far. In No Going Back, as first reported by the Guardian, she wrote that she took Cricket, her 14-month-old wirehaired pointer, on a bird-hunting trip with older dogs in hopes of calming down the wild puppy.

Instead Cricket chased the pheasants, attacked a family’s chickens during a stop on the way home and then “whipped around to bite me”, she recalled. Later she led Cricket to a gravel pit and killed her. For good measure, she added that she also shot a goat that the family owned, claiming that it was mean and liked to chase her kids.

Although Trump once famously asserted that he could shoot someone on New York’s Fifth Avenue and not lose any voters, it soon transpired that shooting a dog is the last taboo of American politics, the one sacrilegious act that Democrats and Republicans can unite to condemn in an otherwise hyper-partisan time.

Joe Biden’s re-election campaign posted on social media a photo of the president strolling on the White House lawn with one of his three German Shepherds. The Democrat Hillary Clinton reposted a 2021 comment in which she warned: “Don’t vote for anyone you wouldn’t trust with your dog.” She added now: “Still true.”

The former Republican House speaker Newt Gingrich told the Politico website: “Killing the dog and then writing about it ended any possibility of her being picked as VP.” The far-right extremist Laura Loomer, a Trump devotee, posted on X: “Wow. No coming back from this. This is so heartless. She killed a puppy? As a dog lover, that is just too much for me.”

What was she thinking? Some speculated that, because the story has circulated for years among state politicians that Noem killed a dog in a “fit of anger” – and there were witnesses – she was going public now because she was being vetted as a candidate for vice-president.

Others felt sure it was a misguided attempt to curry favor with Trump, who admires “killers” and has no love of dogs. Wilson, a co-founder of the Lincoln Project, an anti-Trump group, said: “Writing about killing a dog was not about writing about killing a dog for her.

“Corey Lewandowski or someone around her told her: you need to show Trump that you’re tough and mean and bad, you can do the hard thing, you can be the one who would never be like Mike Pence, you can be counted on by Trump to be as brutal and ugly as he needs, no matter what the order is.”

He added: “That’s why she wrote that way, to say, I’d kill a puppy and isn’t that good enough for you, Donald? But even Donald Trump, who hates dogs, hates bad PR more. Kristi Noem became the definition of bad PR.”

Then came the catastrophic book tour. Noem gave interviews on CBS, NewsNation, Newsmax and Fox Business, where the normally Maga-friendly Stuart Varney pushed her on the dog story until she snapped: “Enough, Stuart. This interview is ridiculous – what you are doing right now. So you need to stop.”

Wilson commented: “By the third or fourth day of her getting humiliated over and over again in public, even I felt like somebody should put her out of her misery and take her to the gravel pit and end this pain. She was absolutely just flailing at every moment and did not have a sense of clarity.

“If you’re on a PR tour trying to appeal to the Maga base, there is this belief in the Maga world that you never ever apologise, never say you were wrong, never back down. But unfortunately that’s not how humans work. Even in the Maga media space, she started getting her head caved in on this thing and rightly so. She deserved it.”

Noem faced a particular grilling over the passage in her book that stated she remembered meeting Kim: “I’m sure he underestimated me, having no clue about my experience staring down little tyrants (I’d been a children’s pastor after all).” She subsequently conceded that no such encounter took place and promised to correct later editions.

Larry Sabato, director of the Center for Politics at the University of Virginia, said: “Being a woman in the Republican party, she wanted to project the image of toughness and she’s trying out for the position of running mate. It’s not really the dog; the giveaway is Kim Jong-un. That could have been any foreign leader.

“Why did she pick and lie about meeting Kim Jong-un? Because she remembered the ‘love affair’ between Trump and Kim Jong-un, so she thought that Trump would be particularly impressed if she met and talked with him. That’s something they have in common – except they don’t.”

Noem is not the first American politician to push the self-destruct button.

Earl Butz, a secretary of agriculture, was on a flight after the 1976 Republican National Convention when he said: “I’ll tell you what the coloreds want. It’s three things: first, a tight pussy; second, loose shoes; and third, a warm place to shit.” The remark was reported in the media, prompting a reprimand from the then president, Gerald Ford, and the resignation of Butz, who claimed “the use of a bad racial commentary in no way reflects my real attitude”.

The senator Gary Hart, the frontrunner for the Democratic presidential nomination in 1988, told a reporter: “Follow me around. I don’t care. I’m serious. If anybody wants to put a tail on me, go ahead. They’d be very bored.” The Miami Herald duly did watch Hart, who was married, and report that he spent a night with a young model named Donna Rice. He withdrew from the race.

John Edwards, a young and charismatic star of the Democratic party, ran for president in 2008 while conducting an affair and fathering a child with a woman even as his wife was battling cancer. The scandal was exposed and destroyed his political career.

The Republican Sarah Palin was John McCain’s running mate in the 2008 election but became a liability with gaffes revealing her lack of foreign policy experience or knowledge of the supreme court. Asked what newspaper or magazine she regularly reads, Palin replied: “Um, all of them, any of them that have been in front of me all these years.”

Mark Sanford was the governor of South Carolina when, in 2009, he flew to Argentina to be with a woman who was not his wife but told his staff he was hiking the Appalachian Trail. The deceit was quickly uncovered, made vivid headlines and ended his 20-year marriage.

Sanford told the Guardian this week: “The reality of life is ups and downs and I think the measure of all of us is how we respond to the down more than the up. The record stands for itself in terms of I was honest and laid my cards out on the table and dealt with things as they came and that’s best you can do in those situations.

“Anybody who’s failed publicly at anything, if they’ve learned anything from it, they’ve learned to do exactly what the Bible says in not judging others. It’s just recognising the nature of the human condition is imperfect. Those who pretend to be most perfect aren’t and inevitably live in a glass house.”

But Sanford admits that he is baffled how Trump, who faces 88 charges in four criminal cases, seems to get a free pass and is once again the Republican presidential nominee. “The higher you climb, the further you fall and, appropriately, there’s a magnifying glass that’s applied to people in public office that frankly ought to be there.

“People shouldn’t be above the law and get away with things that other people don’t and there is an added level of scrutiny that that goes with public life, which may have something to do with the fact that we live in country of 330 million people and, remarkably, [Trump and Biden] are the best two folks the country has to offer on the Republican and Democratic side. Are you kidding me?”

Other politicians undone by a fatal flaw include Andrew Gillum, Eliot Spitzer and Anthony Weiner. Some appear destined to fly too close to the sun. Sabato commented: “They want it all and they’re used to being very lucky. That’s what does them in. They assume they’re going to continue to be lucky. That’s fatal for anybody. If you’re lucky, go have a drink but don’t expect to get lucky every day. It doesn’t happen.”