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Bush spins the media, slowly

Despite today's hyper news cycle, White House keeps attention on one theme a week by parceling out details.

By Dante Chinni Staff writer of The Christian Science Monitor / February 9, 2001


If message control is a true measure of success, the Bush administration is on a winning streak. From education to faith-based initiatives to tax cuts, policy positions have been wrapped in Hallmark-esque themes in these opening weeks and slowly trotted out for the public.

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Yesterday the administration officially released its tax-cut blueprint, but by the time the president produced the specifics of the $1.6 trillion plan, it had already received days of coverage. From a press conference Monday featuring a blow-up of a mock check, through photo-ops with families and small-business people who would benefit, the White House produced a weeklong "narrative" that the media dutifully recounted.

The PR approach used so far by the Bush White House represents the latest refinement in a communications revolution that has reshaped the modern presidency.

President Reagan pioneered the idea of a tightly controlled "message of the day." The Clinton White House expanded the concept to new media outlets - from the Internet to MTV. Now the Bush administration is creating its own variation of the all-on-one-page approach: the message of the week.

Ironically, the White House's attempt to linger longer on just one theme comes at a time when an infinite number of media outlets are increasingly demanding new information - 24 hours a day. So far, the Bush strategy seems to be working. But the question ricocheting from newsrooms to Capitol Hill is: for how long?

Experts attribute some of the administration's early success with the White House press corps to a combination of good-humored wooing and tightly parceled access. Meetings begin on time and reporters go in knowing what to expect, but actual sightings and open time with the president are rare. Reporter-inspired, off-topic questions are not a big priority.

"This is a group that understands that loose lips sink ships," says Roderick Hart, a communications professor at the University of Texas who has studied White House communications methods. "They have gone in with a corporate mindset. That's how they operate."

Learning from Reagan

Certainly some of the Bush approach is rooted in the Reagan tactics of 20 years ago. Key members of President Reagan's staff met every Friday in something called the Blair House group, where they plotted the message of the day every day for the coming three months. When they got within two weeks, they plotted the strategy by the hour.

"You have to explain something at least three times before the message sinks in," says Marlin Fitzwater, who was a Reagan press secretary. "What it requires is a president with a lot of discipline."

And something of a willing press. At the time, Reagan's approach to media spin worked in part because it was new and the Washington it operated in was home to fewer media outlets.

Bush's team is facing a much more complicated and sophisticated media environment. Yet it is succeeding not only by copying Reagan's approach, but also by a slow-down approach. Despite the endless news cycle, the administration has been garnering seven days' worth of coverage out of each topic in part by parceling out details bit by bit.