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The Virtues and Vices of a Press Secretary
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The stature of some press secretaries grows the longer they are away from the podium in the James S. Brady briefing room at the White House. Others fade quickly. Brady himself is known more for his role in fighting for gun control than he is for his time as Ronald Reagan’s spokesman. His tragic wounding and subsequent disability dwarf whatever he said in his press briefings.
Jerry terHorst, who resigned after only a month in the job because his boss, Gerry Ford, lied to him, was a hero to the press for about as long as he had been press secretary. He ended up working for the Ford Motor Company.
Bill Clinton’s second press secretary, Dee Dee Myers, had a rough ride in the job and a modest career in journalism since then.
Among the revered are Marlin Fitzwater, who served George H.W. Bush; Jody Powell, who was Jimmy Carter’s press secretary and has just died of a heart attack; and Mike McCurry of the Clinton administration. George W. Bush burned through two press secretaries before he tapped the beloved Tony Snow and the admired Dana Perino.
Barack Obama’s press secretary, Robert Gibbs, gets mixed reviews. He said that he talked to Powell and others about the job, but he executes it in his own eccentric way. This has some of the White House press corps up in arms and others giving him a passing grade. It is a classic case of where you sit.
The irritation begins with time-keeping. For Gibbs, but not Obama, nothing seems to go on time. The principal press briefing–the one seen on C-SPAN–is scheduled the night before, and reporters are e-mailed this along with the president’s schedule for the next day. Sometimes, this schedule arrives after 8 p.m., making the planning of the next day difficult.That is only the beginning of the time problem. Invariably, the briefing time slips the next day. Updates delay the beginning of the briefing by one or more hours. But that is not final: Gibbs may make his entrance 20 or more minutes late and without apology.
Then the fault lines within the press corps really open up. They have to do with who gets to ask questions and who is shunned—and this, in turn, has to do with who has assigned seats and sits in the first two rows.
There is ugliness here. Here is class warfare by employment, and here is an unwitting exposure of the White House’s hand.
Clearly, television counts more than print–even dominant print outlets like The New York Times and The Washington Post. Likewise, it is revealed in Gibbs’ world that the Associated Press trounces Reuters and Bloomberg. The foreign press gets very short schrift.
Gibbs’ clear favorites are the television networks and a new crop of correspondents he got to know on the campaign trail. Correspondents like Chuck Todd of NBC are often engaged in a colloquium to which the three dozen or more other correspondents are just spectators.
If you are not one of the favored, you sit in one of the back rows with your hand in the air for favor of recognition to ask a question. It does not happen often.
There is much less criticism of the substance of Gibbs’ answers than there is with his tardiness and favoritism. Gibbs will contentiously argue a point with a reporter, but he also will refreshingly admit when he does not have the answer. Also he does not indulge in dead-end referrals, such as “I refer you to the CIA,” or “I refer you to the vice president’s office.” George W. Bush’s first two press secretaries, Ari Fleischer and Scott McClellan, did this with exasperating frequency. Snow turned away wrath with philosophy and Perino handled heckling press with humor and efficiency.
Unfortunately, Gibbs’ fascination with a small number of TV reporters has carried over to the full-blown press conferences. The chosen few are again the chosen few. The rest of us are right there with the plotted plants: to be seen but not heard.
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Tribulations of a Press Secretary
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Sportsmen spend hours studying tapes of opposing teams or players. Presidential press secretaries, however, tend to prefer learning on the job. It is early, and scant on charity, to attack President Barack Obama’s man Robert Gibbs. But he has had a rocky start.
Gibbs seems to be unsure of his game in the White House press briefing room. The crush of journalists overwhelming the small room during his briefings is not there to lead a cheering session for the president. Nor are they an operatic claque come to embarrass the tenor. They want to find out what is going on and tell their viewers, listeners and readers all about it as fast as their skill and electrons can carry it.
Gibbs must know that the White House press corps takes no prisoners. But in these early days of the Obama administration, he still seems to be in campaign form—even treating reporters as though they are his friends, and by extension sympathetic to the president.
This is an easy mistake to make, and Gibbs is not the first to make it. On the campaign trail, there is a practical necessity for reporters to be cordial, or downright cozy, with the campaign staff. With the election, any campaign bonhomie evaporates and some remembered slights are exposed.
Gibbs, one hopes, is too smart to believe the right-wing ranters bark that the media is “in the tank” with Obama. In fact, the political press fears plans to continue the arms-length strategy of his presidential campaign in the White House.
Four recent press secretaries set a good example of how to do the job. They are Marlin Fitzwater, George H.W. Bush’s press secretary; Clinton’s Mike McCurry and Joe Lockhart; and George W. Bush’s Tony Snow and Dana Perino. All did the job with aplomb, defended their employer with skill, and tried hard to answer questions without attacking the questioner.
Poor press secretaries include Clinton’s Dee Dee Myers, and George W. Bush’s Ari Fleischer and Scott McClellan. They did not appear to have the access to the president that is vital for the job, and often attacked the questioner by denigrating a question as “hypothetical.” Questioning often requires hypothesis. The press secretary who is not in the president’s confidence and his inner circle will fail with the press. He or she, not knowing the answer, will fall back on the hated evasion: “I refer you to . . .” This does not help someone on deadline.
Gibbs got into this dangerous territory early on. He refused to answer any questions about an unmanned aerial strike on terror suspects inside Pakistan. The question was obvious: Did the president authorize the strike and what were the policy implications going forward? The briefer clearly had not been briefed about something that would come up.
Then there was Gibbs’s problem with lobbyists. Gibbs appeared blindsided when asked why President Obama had signed an order limiting the role of lobbyists day ago and now was nominating Raytheon’s top lobbyist, William Lynn III, to be deputy secretary of defense. Gibbs tried to punt but could not connect with the ball.
No doubt many of Gibbs’s problems had to do with transition difficulties that included an incomplete press list, a total collapse of White House e-mail, and a staff which had never seen the White House press corps after its quarry.
Gibbs is not new to Washington, and has worked on Capitol Hill, but there is no preparation for carrying the message of the president to the world except by learning on the job. The press secretary has to learn that every gesture and gaffe will be dissected globally. Even the variety of his neckties has already drawn attention in, of all places, The Christian Science Monitor.
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Scotty, We Hardly Knew Ye
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In my opinion, Scott McClellan was one of the worst White House press secretaries. He was often short with reporters and refused to say anything about anything that was not in his talking points. He did not seem to know what role the White House press corps played in the functioning of the government.
When McClellan did not want to answer a question, he would “refer” you to other agencies or to the vice president’s office. In fact, McClellan had three standard evasive practices. The first was to refer the questioner to an executive agency, department or another branch , which he learned from his predecessor, Ari Fleischer. The second was to invoke the war on terror to shut down a line of questioning. The third, which he also learned from Fleischer, was to accuse the questioner of asking a “hypothetical” question. The third practice gave McClellan undue leverage because most questions embody a hypothesis.
I would sit in the press briefing room in the White House and wonder if McClellan really understood why we were there. He was argumentative, obtuse and sometimes scornful.
So it is with great surprise that we learn that McClellan was on our side, all the time yearning for us to ask him tougher questions. Give us a break.
During his tenure as press secretary, McClellan knew that the press corps, singly and collectively, had great doubts about the merits of the war and the disingenuousness of Vice President Cheney in trying to link al-Qaeda with Saddam Hussein. If McClellan was yearning for greater press coverage of the failures of the administration, he was awfully good at hiding his desire.
My colleagues are quite astounded that McClellan has written a kiss-and-tell book. But we wonder whether he wrote it more because he was eased out of his White House job than any deep feelings he might have had about high administration officials lying about Valerie Plame.
As news, McClellan’s book is hot stuff. But as literature, apparently it is wanting. One reviewer has described it as “limp.” Another has said it is inferior to former counter-terrorism czar Richard Clarke’s memoir. Perhaps even inferior to former Treasury secretary Paul O’Neill’s lifting of the veil on the White House.
The importance of McClellan’s revelations, and why they dwarf the others’, is because he was the public face of the administration. As a press secretary seeks to control what the world thinks of a president and his actions, whatever he says now, McClellan day after day defended the president, the war, the Guantanamo Bay detention camp, and the interrogation of prisoners by harsh means.
It is likely that media-savvy people like Karl Rove, with their friends in the press, picked up the disillusionment of reporters with McClellan. They realized that they needed someone who got along better with the press, knew what motivated them, and was less combative.
The White House got what it wanted in Tony Snow. Snow was a conservative and a journalist. He not only knew what the man in the Oval Office wanted but also what the irregulars in the briefing room needed. He understood that the press office has to operate efficiently—phone calls have to be returned and documents have to be provided. McClellan’s press office was perceived to be erratic.
Snow’s successor, Dana Perino, who was promoted with his blessing, is also well regarded by the press. She is well-informed and, on the whole, treats reporters civilly, although sometimes she will attack one. Unlike McClellan, she does not act as though the sole purpose of the press corps is to antagonize the briefer.
The smart money in the press corps is on Perino getting a job with a network as soon as she leaves her White House job. That is now a well-trodden path, blazed by George Stephanopoulos.
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The lost art of debate — and other wordy topics
February 6th, 2012
Guests: Aram Bakshian, author and critic; Atul Singh, Fair Observer
Obama’s strengths and weaknesses; the Internet
January 23rd, 2012
Guests: Tim Farley, Sirius XM Radio; Adam Clayton Powell III, University of Southern California; Wayne Madsen, Wayne Madsen Report
A discussion of Shirley’s book, “December 1941: 31 Days That Saved America and Changed the World”
January 16th, 2012
Guest Craig Shirley, author
World events as the U.S. elections get fully underway
January 9th, 2012
Guests Arnaud de Borchgrave, Center for Strategic and International Studies; Andrei Sitov, Itar-Tass; Al Leeds, The Washington Post
The Joys of Transportation
January 2nd, 2012
Guests Bill Gouse, Transportation Consultant – Originally Broadcast October 16, 2011