Obama turns to '60 Minutes.' Who is he trying to reach now?

Emphasizing leadership is indeed an important executive function of the US president, says Ernests Del Buono, vice president of crisis and litigation at Levick Strategic Communications in Washington. “The American public does not want to hear the nation’s leader drilling down deep into the way things actually work in Washington,” he says, adding that the vast majority of viewers want to know why the policies are good for the country and how they will affect their lives.

Is the move too late?

But more than a few observers suggest that all this media hopping betrays a deeper problem behind the scenes of the Obama White House.

Hitting the staid “60 Minutes” audience after the election is just another example of what political consultant Rodric Bradford calls just plain backwards.

“This is exactly the demographic he should have been reaching out to before the election,” Mr. Bradford says, “not all those recent college grads who are now living at home, can’t get a job, and don’t care about the elections.” Rather, he points out, he should have been courting those voters who typically turn out for mid-term elections ­– namely the middle-aged, middle-America audience that also tunes into broadcast television news.

The president’s problems run deeper than a mere failure to communicate, Bradford says, noting that the choice of media is not as big a problem as the president’s approach. “He needs to let people know that they could sit down and have a beer with him,” he says, though not in something like that strictly-for-the-cameras beer summit last year.

“People sniff out something that is not authentic,” he says, and “that was not.”

But all this Monday-morning quarterbacking overlooks the historic challenges Obama faced when he took office, says Bruce Buchanan, professor of government at The University of Texas at Austin, who specializes in presidential politics. Obama, he says, inherited the biggest problems since the Depression, including two active wars.

“In retrospect this will look like business as usual,” he says, adding that all the media hopping is a natural extension of the innovative use of new media that Obama pursued during his campaign. He notes that two previous presidents to fall so far in the midterm – Reagan and Clinton – both went on to reelection. “Frankly,” he says, “I don’t see this as a failed project at all.”

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