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Communicating the Message - President Bush needs a new press team for his second term.
nationalreview.com ^ | November 22, 2004, 8:21 a.m. | Deroy Murdock

Posted on 11/22/2004 11:01:04 AM PST by crushelits

As President Bush plans his second term, he should take a bold internal step: Fire the White House press office.

It is hard to argue with success. The president was reelected more comfortably than even his supporters expected. Still, he suffered enormous headaches all year and surely will endure more migraines if he keeps the media team that has so ill-served him.

Bush's press officers surely are diligent patriots who do the very best they can. That's the problem. It is hard to identify a recent chief executive who struggled so hard to communicate. True, Bush is no Ronald Reagan. But that does not excuse his press operation. It lacks creativity, responds leisurely to most criticism, and lets muddled perceptions linger rather than correct them by relentlessly deploying facts and comments.

"This media team has no vision, no guts, and no instincts," complains one Bush insider. "This election should have been a blowout of Reaganesque proportions. Instead, it was a nail biter. There's only one place to point the finger: at the press staff."

"If George Bush's press office were a public-relations agency, the people who work there would be on the streets right now with signs reading, 'Will write for food,'" says Matthew Schwartz, editor of New York-based PR News, which covers corporate communications.

Consider:

Though controversial since proposed, the press office could have promoted Operation Iraqi Freedom by energetically denouncing Saddam Hussein's mass graves. Good news occurs regularly in Iraq, yet is rarely highlighted. Hussein had extensive ties to Islamofascists, including al Qaeda (see HUSSEINandTERROR.com). Bush's publicists overlooked these themes, causing their boss a yearlong beating.

John Kerry belittled this country's partners in Iraq, most recently pledging to build a "real alliance" if elected, as if the 33-member, American-led Coalition included fake allies. The press office downplayed the participation of other nations in this effort, beyond the frequent and appropriate praise lavished on Tony Blair and his British troops.

The president's media team (surely with U.S. diplomats in the driver's seat) sowed the seeds for their troubles at the Azores Summit, Bush's March 16, 2003, meeting with Blair and Spain's Jose Maria Aznar. What a perfect way to illustrate the critics' argument that Bush hurtled unilaterally into Iraq: fly the president onto a windswept mid-Atlantic rock with two friends.

Instead, Bush should have asked Coalition stalwart Silvio Berlusconi of Italy to host a summit of all 46 nations that supported America as the Iraq war loomed. At NATO's Aviano Air Base, each country's chief of state should have stood in front of his respective flag on a stage flanked by a Stealth bomber and an M-1 tank. After the other leaders had spent one minute each dedicating themselves to Operation Iraqi Freedom, Bush should have approached the microphone and said, "Saddam Hussein, you have heard from all of us, the leaders of the Coalition of the Willing. You have 72 hours to comply with United Nations Resolution 1441. Come clean, disarm, or we will liberate the Iraqi people from beneath your boots."

Such a ceremony — embarrassingly enough for France, right next door — would have shown friends and foes that America entered Iraq with a real alliance whose brave nations sacrificed treasure and often blood to stand beside us. Absent such stagecraft, the big lie prevails that America fights alone in Iraq.

Bush has been blamed for virtually spreading Alzheimer's and diabetes by banning stem-cell research. Actually, there is no such ban and, for better or worse, Bush is the first president to subsidize such inquiry, devoting $24.8 million to it last year. Meanwhile, as Wired's Adam Rogers reports this month, private universities and at least seven states have financed stem-cell studies. Entrepreneurs also have spent $100 million to support Douglas Melton's work in Massachusetts and another $50 million for Catherine Verfaillie's Minnesota lab. Nonetheless, Bush has been caricatured as a troglodyte indifferent to human pain. Effective communicators would have eviscerated this slander ages ago.

Bush faced nearly a week of bad press for skipping the NAACP's July convention. The headline "Bush doesn't care about blacks" could summarize most news stories. Team Bush should have used print and video clips to document the invective the NAACP has hurled at the president, such as executive director Kweisi Mfume's claim that Bush is "prepared to take us back to the days of Jim Crow segregation and dominance." Instead, presidential press secretary Scott McClellan vaguely complained on Air Force One that "The current leadership of the NAACP has certainly made some rather hostile comments about the President over the past few years." No surprise, the anti-Bush ink kept flowing.

As soon as Fox News Channel's The O'Reilly Factor booked your humble commentator to discuss this on July 8, I asked the White House press office to list the black-oriented and civil-rights organizations that Bush had addressed. Although I was a generally sympathetic columnist scheduled to discuss this incendiary topic on America's most watched cable-news discussion program, I still await the press office's phone call.

Bush's media mavens released a still photo (not even videotape!) of him in the Oval office after he signed a business tax-relief bill on October 22. The missed opportunity is obvious: Bush should have signed the $143 billion tax cut at a crowded campaign rally in tax-allergic New Hampshire.

The press office's worst act of media malpractice was President Bush's November 5, 2003, signing of the partial-birth-abortion ban. He was flanked by senators Bill Frist, Orrin Hatch, Rick Santorum, and several more GOP lawmakers — all male. The National Organization for Women's website posted the resulting photo as a recruitment tool.

How could any competent press aide have sent the president into a latter-day portrait of Cotton Mather and the Puritan fathers? Were there really no supportive congresswomen available that day? Better yet, who needs politicians? Why not surround Bush with a dozen mothers holding adopted babies who had escaped abortion? Afterward, unleash the moms with babes in arms for impromptu interviews. Thus, a public-relations grand slam became a PR strikeout.

McClellan and White House communications chief Dan Bartlett "guide" this shapeless mess. Bartlett's sorry record speaks for itself.

As for McClellan, he embodies the U.S. government in President Bush's absence. Especially at war, McClellan should exude strength, confidence, and awe. Instead, when he meets the press, he resembles a school kid who flinches and runs the second a bully balls up his fist. McClellan, who seems like a very nice man, would make an excellent ambassador to Brussels. He would find the Belgians perfectly unthreatening — and vice-versa.

President Bush deserves a Clinton-style rapid-response platoon with free-market, conservative substance. It should include people like former Republican National Committee press aides Cliff May (a recovering newspaper reporter) and Mark Corallo (now Justice Department spokesman), and Scott Stanzel, a telegenic, quick-witted Bush-Cheney 2004 press representative who — as Corallo did when Al Gore sought the presidency — instantly furnishes journalists data to bolster Bush's case.

By 2008, Bush wants to overhaul Social Security, the tax code, tort law, and more. He may nominate one or more Supreme Court justices. The wars in Iraq and on terror will blaze for a while. Facing such challenges — and millions who hope he fails — President Bush needs a White House press office worthy of its name.


TOPICS: Editorial; News/Current Events
KEYWORDS: bush; bush43; deroymurdock; needs; newpressteam; president; secondterm; term2

1 posted on 11/22/2004 11:01:05 AM PST by crushelits
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To: crushelits
A new "press office" isn't needed in the White House:

It's a new national press corpse in the news orifices outside the White House that's the source of biased, misleading, blatantly false, and redundant repeats of past false charges.
2 posted on 11/22/2004 11:05:27 AM PST by Robert A. Cook, PE (I can only donate monthly, but Kerry's ABBCNNBCBS continue to lie every day!)
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To: Robert A. Cook, PE

Laurie Dhue


3 posted on 11/22/2004 11:15:17 AM PST by pissant
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To: pissant

How about Ann Coulter as Press Secretary?


4 posted on 11/22/2004 11:21:59 AM PST by princess leah (\)
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To: princess leah

Ann Coulter, Laura Ingraham, Laurie Dhue, or Monica Crowley. At least the male populataion would pay more attention.


5 posted on 11/22/2004 11:25:00 AM PST by pissant
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To: crushelits

I agree whole-heartedly with this. I think the current team has not done very well in getting the Prez' message out, or in responding rapidly and forcefully enough to events. If anything, the press is going to be even more hostile in the second term.

Candidates, anyone?


6 posted on 11/22/2004 11:28:50 AM PST by livius
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To: livius
I"ve often been perplexed that McClellan wasn't more forceful with reporters, and that this White House is slow to respond to the lies, spit, and spin from the left... but that's my problem. McClellan's demeanor mirrors his boss.

This President's word is good, even when we think it would be helpful for him to lash out, fight back, and attack his attackers, especially those in the White House Press Corps. He ain't gonna do it. He promised to restore civility to Washington, and he's doing his part.

7 posted on 11/22/2004 11:40:01 AM PST by YaYa123 (@This Nice Guy Finished First.com)
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To: YaYa123

It's true, Bush is rather low key. Although he seems to have become more aggressive lately, I've noticed.

Still, I think a good press secretary should be sort of an attack dog, ready to sally forth and bite the reporters before they bite his boss. Or her boss? Has there ever been a female press secretary?


8 posted on 11/22/2004 11:44:42 AM PST by livius
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To: crushelits
Oh please, just give us ONE mouthpiece who, when hearing the words "tax cut for the rich", retorts with....."you sir (madam), are referring to our nation's employers, entrepreneurs and investors".

Just one.

9 posted on 11/22/2004 11:45:22 AM PST by wayoverontheright
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To: wayoverontheright

Right on-the President's press corp. are absolutely worthless....there is plenty of good news and none coming from that group.


10 posted on 11/22/2004 11:53:31 AM PST by iopscusa (El Vaquero)
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To: crushelits
"This media team has no vision, no guts, and no instincts," complains one Bush insider. "This election should have been a blowout of Reaganesque proportions. Instead, it was a nail biter. There's only one place to point the finger: at the press staff."

I agree as an incumbent with a good economy and fighting a war on terrorism Bush should have been at 54-55% minimum

If it wasn't for the Swifthies he probably would have lost
11 posted on 11/22/2004 11:55:01 AM PST by uncbob
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To: uncbob

I should add this is probably a result of Rove's Compassionate Conservatism and playing Nice Nice

Let's hope he and Bush come to their senses


12 posted on 11/22/2004 12:06:24 PM PST by uncbob
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To: livius
Candidates, anyone?

Mark Levin

13 posted on 11/22/2004 12:09:48 PM PST by bankwalker (Katie's legs are the reason God created the mute button.)
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To: livius

"Has there ever been a female press secretary?" LOL that you don't remember Dee Dee Myers. She was canned pretty quick.

http://www.pbs.org/wgbh/pages/frontline/shows/clinton/interviews/myers3.html


14 posted on 11/22/2004 12:50:52 PM PST by YaYa123 (@Dee Dee Is Such A Jerk...She's Still Shilling For The Clintons.com)
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To: crushelits

I couldn't agree with Deroy Murdock more.
This has been the most incompetent press office in modern history. At times they were so bad I felt ashamed to be a Bush supporter.

Murdock's PR suggestions were pitch perfect, and I would like to add one of my own.
When Cuban refugees showed up off the coast of Florida in a boat fashioned from a 51 Chevy in July of 2003, President Bush should have immediately granted them amnesty and brought them and their Chevy to the White house for a rose garden press conference. He could have used the opportunity to denounce Castro and speak more broadly about his belief that all people desire to live in freedom.


15 posted on 11/22/2004 3:46:58 PM PST by counterpunch (The CouNTeRPuNcH Collection - www.counterpunch.us)
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To: livius

Too bad Don Rumsfeld has other plans.


16 posted on 11/22/2004 4:14:11 PM PST by Bonaparte (twisting slowly, slowly in the wind...)
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To: crushelits

Affirmative on this NRO article. Bush's initial Press Secretary (?) was first-class; but after his departure, things weren't the same. McClellan is a good man, but he lacked the assertiveness needed to respond to the media's daily attacks.


17 posted on 11/22/2004 6:45:40 PM PST by mtntop3 ("He who must know before he believes will never come to full knowledge.")
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To: YaYa123

Yer right! A bad one! Of course, with a boss like Clinton...


18 posted on 11/22/2004 7:18:38 PM PST by livius
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To: Bonaparte; counterpunch

I nominate counterpunch (see post just above yours).


19 posted on 11/22/2004 7:19:33 PM PST by livius
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To: livius

"Candidates, anyone?"

We need a Mary Matalin-type person who can handle the press. As much as I detest the Clintonistas, they sure knew how to run a War Room. Bush's people are too "nice". They need to learn to play hardball with the press and learn to get out in front of stories. Unfortunately, they now issue statements after the Prez has been bashed for about a week or so.


20 posted on 11/22/2004 7:30:15 PM PST by freedom4me (Bush's win was the cake. Tom Daschle's defeat was the icing)
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To: princess leah
"How about Ann Coulter as Press Secretary?"

For that response, here is Queen Ann herself:

21 posted on 11/22/2004 8:02:06 PM PST by Forgiven_Sinner (Europe: name one nation you have ever liberated. I won't hold my breath.)
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To: livius

Mindy Tucker


22 posted on 11/22/2004 8:13:32 PM PST by CPT Clay (Drill ANWR, Personal Accounts NOW.)
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To: Robert A. Cook, PE

I agree with the article. A new White House press staff is needed.


23 posted on 11/22/2004 8:14:43 PM PST by BJungNan (Stop Spam - Do NOT buy from junk email.)
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To: livius

Would've been great if Bush had done that. They would've had to sedate Dan Rather for days.


24 posted on 11/22/2004 8:39:27 PM PST by Bonaparte (twisting slowly, slowly in the wind...)
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To: mtntop3

"Bush's initial Press Secretary (?)"

Ari Fleischer


25 posted on 11/22/2004 10:07:01 PM PST by Albion Wilde ("Sentimentality is loving people more than God would." --Oscar Wilde)
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To: crushelits

I agree 100%, and I think I've written this too in FR. There are too many instances when the press officers didn't do anything or simply wait too long. It's okay to require some loyalty as long as he's doing good job.


26 posted on 11/23/2004 12:08:24 AM PST by paudio (Four More Years..... Let's Use Them Wisely...)
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