Barack Obama's Massive PR Failures

Spin: the business of changing perceptions

Vol. 6, Issue No. 10 | May 25, 2010 By Denny Hatch

multipage

April 21: Deputy Secretary of Interior, Coast Guard dispatched to region. An April 22 White House statement noted that following a briefing with President Obama, Department of Homeland Security Secretary Janet Napolitano, Coast Guard Commandant Adm. Thad Allen, Department of Interior Secretary Ken Salazar, EPA Deputy Administrator Bob Perciasepe, and FEMA Administrator Craig Fugate, "Deputy Secretary of the Interior David Hayes was dispatched to the region yesterday to assist with coordination and response." The Coast Guard announced that four units were responding to the fire, with additional units en route.

On May 5, H. Josef Herbert and Erica Werner of the AP confirmed the MediaMatters.org conclusion above that the Obama people moved fast:

While the Obama administration has faced second-guessing about the speed and effectiveness of some of its actions, a narrative pieced together by The Associated Press, based on documents, interviews and public statements, shows little resemblance to Katrina in either the characterization of the threat or the federal government's response.

“The business of PR is letting people in on what you are doing,” said my first mentor in business, Evelyn Lawson. A branch of PR is “spin”—the business of changing perceptions.

Two days after the explosion—April 22—a White House press release described the president's Oval Office meeting to discuss the situation in the Gulf of Mexico. Included was a photograph of the gathering. No question exists that the president and his team were in action “from day one.”

The gruesome details of the oil spill were all over the 24/7 media like a cheap suit, with reports getting bleaker and bleaker.

Press releases do not quell national dread. Americans do not read; they watch television an average of three to four hours a day. The only way to prove government involvement was for the president—or his spokesperson—to go on television and keep the American people informed.

Yet there was only silence from on high. It wasn’t until nine days later that the president himself uttered his first public statement on the tragedy in a rose garden briefing—long after the enormity of the disaster had become apparent.

Enter the Mischief-Makers to Suggest a Presidential Conspiracy
• “[W]hat better way to head off more oil drilling and nuclear plants then by blowing up a rig? I'm just, I'm just noting the timing here.”
—Rush Limbaugh, April 29, 2010

• “The question is … why the delay in the response? You guys were pointing out, nine days before it was even addressed, 12 days before he made a formal comment. The question is, did they let this thing leak?”
—Eric Bolling, Fox Business Network Host
“Fox & Friends,” May 3, 2010

• “I'm not trying to introduce a conspiracy theory, but was this deliberate? You have to wonder … if there was sabotage involved.”
—Dana Perino, Press Secretary, George W. Bush administration
“Fox & Friends,” May 3, 2010

• “You're now nine days into the storm—into the disaster, and actually now, only now is the president appearing to be engaged. And I think the delay was this: It's pure politics. This president has never supported big oil. He has never supported offshore drilling. And now he has an excuse to shut it back down.”
—Michael Brown, former FEMA director in charge of Katrina response
“Your World with Neil Cavuto,” Fox News, May 3, 2010

These sensational charges were played and replayed in an endless loop all over the media—cable news, the Internet and in newspapers. Yet the White House did nothing to refute them. Millions of viewers had the perception of inaction and a possible conspiracy. Three days later—on May 5—Reuters’ Gene Lyons talked sense:

It's as if there's no such thing as a tragedy anymore, no common cause capable of uniting Americans as a people, no escape from the incessant and inane bickering that passes for political discourse. Even amid an environmental disaster that could end up killing untold numbers of birds and animals, despoiling the coastlines of four or five states, decimating the Gulf fishing industry, and with it an entire way of life, all that seemed to matter to some people was who were the winners and losers in Washington.

Why didn’t the White House say these things—early and often? Why hasn’t an "Oil Spill Media Central" been set up with competent spokespersons keeping the media and public continuously informed of developments? Has the Federal Government ordered BP to set up a cash disbursement system throughout the area with immediate temporary financial aid to those families and companies suffering huge financial losses? If not, why not? In terms of PR, the White House handling of the oil spill was abysmal.

Other Charges the White House Failed to Refute
The Obama administration has been pilloried by its opponents month after month with no pushback.

I’m not talking about wild allegations that are beneath comment: Glenn Beck calling Obama a racist, Rush Limbaugh equating the president to Hitler (who murdered six million Jews and 20 million Russians) and Georgia representative John Fleming accusing Obama of “undermining this country’s national defense on purpose [italics are Fleming’s].” This is about critics putting negative spin on administration policies and the White House shrugging it all off.

“Any thought that is passed on to the subconscious often enough and convincingly enough, is finally accepted,” wrote Dale Carnegie, author of “How to Win Friends and Influence People.”

Here is a sampling of spin repeated so often—broadcast over and over on the 24/7 media—that all of it became perceived as truth:

• Perception: Death panels.
Reality: Nobody was going to “kill grandma.” The health reform bill offered the opportunity for end-of-life counseling that was strictly optional and voluntary. Death panels, however, were very real—created by insurance companies refusing to cover those with pre-existing conditions and summarily canceling policies on sick clients.

• Perception: Government take-over of health care.
Reality: The government has been up to its eyeballs in health care for years. Current costs include $40 billion for military health care, $500 billion for Medicare and $380 billion for Medicaid—about one-fifth of the entire federal budget.

• Perception: 14 state attorneys general (a number of them running for elected office) sue to block health care reform, proclaimed headlines. Their contention: It is unconstitutional to force consumers to buy health care insurance.
Reality: We are already forced to pay into Social Security and Medicare—and all that money goes to retirees. At least paying for health care guarantees paying consumers will get something back during their lifetimes.

• Perception: The middle class is overtaxed.
Reality: “Tax bills in 2009 at lowest level since 1950.”
—Dennis Cauchon, USA Today headline, May 10, 2010

• Perception: Obama is ineligible to be president.
Reality: “Of all the nutty rumors, baseless conspiracy theories and sheer disinformation that we’ve dealt with at FactCheck.org during campaign 2008, perhaps the goofiest is the claim that Barack Obama is not a ‘natural-born citizen’ and therefore not eligible to be president under the constitution.”
—FactCheck.org

• Perception: "We cannot allow endless taxpayer-funded bailouts for big Wall Street banks. And that's why we must not pass the financial reform bill that's about to hit the floor." —Sen. Mitch McConnell
Reality: “Senate Minority Leader Mitch McConnell (R-Ky.) wants people to believe that the pending financial-regulation reform bill would lead to 'more bailouts.' Mitch McConnell is lying."
—Steve Benen, Washington Monthly

The Danger of Putting Political Cronies in Charge of PR
Barack Obama’s politics may be debatable, but in terms of vetting political and judicial appointees, he has set rigorous standards. The folks in his cabinet and on the bench are all well-spoken, always prepared and acquit themselves well in any setting—press conferences, broadcast appearances, speeches, congressional hearings or in courtrooms.

Contrast these high-powered, professionals to the pair of long-time Chicago insiders and former campaign operatives that stumble forth before the media to proclaim the Obama doctrine and try to deflect criticism:

• Press Secretary Robert Gibbs: Gibbs, 39, is charged with handling the media at daily press briefings and issuing press releases. Compared to the president—who can be at once charming, funny, persuasive, passionate and often makes the wings of the eagle flutter—Gibbs is a pudgy-faced, painfully young stammerer. See the hyperlinks below for a sampling of Robert Gibbs’ performances.

• Senior Advisor David Axelrod: A former media consultant and reporter for the Chicago Tribune, Axelrod, 55, makes the rounds of “Meet the Press,” “This Week,” Charlie Rose and others. Below are hyperlinks to two media appearances. With Charlie Rose, I counted Axelrod saying “uh” 25 times in a minute and a half. (That’s one “uh” every 3.5 seconds) The only guy that says “uh” more frequently on TV is perhaps CNN’s Wolf Blitizer.

Stammerers should not be spokespersons for any organization—government, corporate, private or nonprofit.

What Should the White House Do?
It is time for a quiet casting call to find replacements for Gibbs and Axelrod. Candidates should be auditioned and vetted just like any other high-level administration nominee or appointee.

I went on YouTube.com and “auditioned” a slew of videos and came up with 20 folks that represent the kind of verbal adroitness, gravitas and knowledge of the issues that an articulate spokesperson for the most powerful office in the world should have. My choices have nothing to do with ideology—they are on both sides of the aisle—and everything to do with performance.

I doubt if any of the names that follow would want the job of White House press secretary; rather they are examples of kind of intellect and public persona desperately needed to explain and enhance what the president is doing and to project competence.

Take a look at the Robert Gibbs and David Axelrod hyperlinks below and judge their performances. Then contrast them with some of the 20 men and women—listed in alphabetical order—that follow. Picture any one of these as representatives of the administration, fielding tough questions, dealing with critics and rapping knuckles. Incidentally, they are not reading from scripts or Teleprompters; all are ad lib performances.

Ignore professional PR and you will be punished. If White House PR remains status quo, that punishment will come November 2—Election Day.