Early in his Presidency, Barack Obama was often accused of
playing it too tight, sometimes not giving reporters a shot to ask a question
at all, or only taking pre-approved queries vetted by aides. But recently, the
President has been much more open and available. Is this a shift in policy, or
has the President relaxed his message control protocols in his second term?
Of course, message control is part of what being POTUS is all
about. You can’t be the leader of the free world and not understand media. The
difference between what you know and what you can say will turn your hair gray.
But changes in how Presidents control their messages can offer
compelling PR lessons. When they come into the “marketplace,” new Presidents
are often closed to outside ideas and leading questions that might push them
off their message or detour a conversation. They want all the attention on them
and what they have to say. The communication is not yet a conversation, it is
much more a dissertation.
Then, as they establish their brand and learn the reality of
their “market situation,” sometimes the communication is more open and less
one-sided. Only sometimes. Some Presidential “brands” chose not only to never
really engage in conversation with the press, but they only submitted terse and
carefully vetted missives. Others have been easy and gregarious, without
offering much of substance in their communication. Style and personality play
into this approach, but never forget, at the core is very finely crafted
message control.
You will never reach the levels of success you wish to achieve
without carefully crafted and controlled messaging. You need consumers to
respond to your communication in predictable ways, just as politicians do. This
requires a long-term strategy with adequate foresight and a keen understanding
of both where you want to go and who you need to talk to in order to make that
happen.
How’s your long-term PR plan?