Obama Press Secretary Briefing Skills

The reviews of the first press conference by President Obama's Press Secretary Robert Gibbs were generally favorable. After all who wants to blast the person who will feed you every day for possibly the next four years.

One columnist, Dana Milbank of the Washington Post, chided Gibbs for being too cautious, instead of being more open and transparent.

I rarely get a chance to quote comedians. But let me invoke Steve Martin. "Excuuuuuse me!."

What was Milbank hoping for, a ranting scree of day one of news conferences? Falling for the sarcastic questions? Changing an answer just to give a better quote?
Milbank objected to the number of times that Gibbs stuck to his message and used the phrase "Abundance of caution." Gibbs first used the phrase to describe the second administering of the Oath of Office. "Out of an abundance of caution, Chief Justice Roberts came last night to readminister the oath."

In the same answer, Gibbs added, "There are at least two examples in history where words have been misplaced in the oath, and again, out of an abundance of caution, a similar abundance of caution, the oath was readminstered."

You know that wacky White House press corps smelled a possible gotcha. So, NBC's Chuck Todd asked if the executive orders were going to be resigned out of "an abundance of caution."

Ok, maybe Gibbs needs a couple of synonyms for "AOC" phrase. But I'm all for consistency and not changing an answer just because a reporter asks the same question in a slight different way. Way to go Gibbs.

Gibbs was also cautious in not going beyond the facts or making policy from the White House press room (which historians will remember was originally built over a swimming pool). When asked a couple of financial mess questions, Gibbs was on firm ground saying: "Let me not get ahead of our economic team."

Way to go Bob. It's not inconsistent to be open and transparent about those subjects that you are authorized to speak about. Last I checked, a press secretary is not a subject matter expert in very many things. He/she is "a spokesperson."

"Ask not for what your country can do for you?" What will be the most quotable line?

We're 9 days away from the Inauguration of Barack Obama. Whether (weather) or not you brave the chilly January day to show up in DC at the live event, the swearing in ceremony and the speech will have global coverage.

What are the chances of a line as memorable as John F. Kennedy's in 1961? For 48 years this has been a tough speech writing act to follow. Back in November, we posed the question as to what the themes will be. The Kennedy line was memorable because of its simplicity…and also the way it was delivered.

Ironically, a non-inaugural, Republican line was recycled by Democrats during the election campaign. Ronald Reagan's "Are you better off now than you were four years ago?" was an oft-used theme and phrase (four became eight and occasionally 2 months.)

So, reusing a theme will not be surprising.

I do believe that there will be a call for citizen participation and involvement. What type of rhetoric or what words will be used will make a difference? Do you have any thoughts for what phrase or word will make it for posterity?

Sticky Messages: What sticks and what you wish would go away

We are always advising clients that in the interconnected world message consistency makes a difference. What you say to the media, to analysts, to shareholders, to consumers- may have different facts and relevant proof points-but must be consistent in themes and overall framework.

As we are watching the Presidential debates and the growing number of negative ads, we see a disconnect between the debate hall decorum, and the political ads and stump speeches at candidate rallies. The off-center stage attacks are different from what the candidates are saying to each other before the town halls and moderators.

We will see if this works in politics. It usually does not work in the corporate, association, and public sector arenas. Reporters, bloggers, activists and class action attorneys will seize upon inconsistencies.