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washingtoninthedaysafteranoilrigexplodedinthegulfofmexico,thewhitehousefacednotonlyaloomingenvironmentalcatastrophe,butalsoapotentialpublicrelationsdisaster.Aidesfearedthatastorylinewouldtakeholdthatpresidentbarackobamahadrespondedtooslowlytothespreadingoilslick,whichcoulddamagehimpoliticallymuchastheslowfederalresponsetohurricanekatrinain2005discreditedformerpresidentgeorgew.Bush.Soasthefederalgovernmentbeganreactingtothespreadingoil,thewhitehousemessagemachineswungintoaction,too.Withinhours,itwascrankingoutasustainedbarrageacrossthebroadspectrumofmodernmediastatements,reports,e-mails,tweets,photosandvideosallpunctuatedbyahigh-profilepresidentialvisittothegulffollowedbyanincendiaryspeechatthewhitehouseandavideorecapwithexclusivebehind-the-scenesviewsofobamainwestwingweek,thewhitehousesnewonlineprogramatwww.Whitehouse.Gov.Whetheritsobamasittingwithonereporterorastatementsentviatwitter,nothinghappensbyaccident.Thewhitehousemessagemachineryisacrucialelementoftheever-expandingpresidency,andlikehisrecentpredecessors,obamausesittoshapepublicopinion,drivethemainstreammediasagendaandminimizepoliticalblowback.Thewhitehousebureaucracydevotedtomanagingpublicimageryhasbeengrowingsincepresidentrichardnixoncreatedthefirstofficedevotedtobroadcommunicationsstrategyin1969.Obamasversionusesablendofoldandnewtechniquesandtechnologyinanefforttocutthroughapolarizedpartisanlandscapeandadizzyingarrayofmodernmassmediathatabbreviateattentionspansandfracturepublicattention.Obamaswhitehousemessagemachineemploysmorethan60peopledirectly,atacosttotaxpayersofatleastatleast$4.3millionayear.Thosetotals,however,dontincludemanymoremessengerswhoarentintheannualreportonthewhitehouseofficestaffthatssubmittedtocongress,includingphotographersandthecommunicationsstaffsofvicepresidentjoebidenandthenationalsecuritycouncil,allofwhomarepaidfromdifferentaccounts.Theyalsodontincludehundredsofpoliticalappointeesscatteredacrosscabinetdepartmentsandagencieswhowerehiredwithapprovalfromtheobamawhitehouseandwhoworkwiththewhitehousetopresentacoordinatedmessage.Inall,about350peopleworkonthepresidentsmessage,accordingtomarthajoyntkumar,anexpertonthewhitehousecommunicationsmachineryandaprofessorattowsonstateuniversityinmaryland.Itsanenormousoperation,saidbradleypatterson,aveteranoftheeisenhowerwhitehousewhoschronicledthegrowthofwhitehouseoperations.Thepresidenthimselfreliesheavilyonthetraditionalpathstoamericasheartsandminds,fromatelevisedrosegardenstatementfridayvoicingangerovertheoilspilltohisfrequentgiftsofexclusiveinterviewstofavoredtvandnewspaperjournalistsfromelitenewsorganizations.Atthesametime,heslimitedhisexposuretoquestionsinotherformatsespeciallytraditionalpressconferencesashiswhitehouserelentlesslyusesthenewmediatosupplementitsselectivemanipulationoftheold.Thereasonforallthismediamanipulationissimple:likehisrecentpredecessors,obamasfoundthathenolongercandominatethepublicdebatewithwhattheodorerooseveltcalledthebullypulpitalone.Rather,hesconfrontedbyanever-growingarrayofcompetingvoicesina24/7barrageofconstantmedia.Tobreakthrough,hesassembledavastteamtopromotehisagenda,whetheritssellingapolicysuchashishealthcareoverhaul,providinginformationaboutgovernmentprogramssuchastheh1n1vaccine,orsimplymakingthepresidentlookgoodorlessbadthanothersmight.Becauseweareinsuchahyper-partisan,polarizedmediaenvironment,alotofwhatwedoiscorrectingmisinformation.Thatspartofimplementinghisagenda,saiddanpfeiffer,thewhitehousecommunicationsdirector.Thethreatasitbecameclearthatoilwasgushingfromthegulffloor,topwhitehouseaidesscrambledtoensurethatobamadidntlookbadinadevelopingstorythattheythoughtwasflatwrong.Allofasuddenonemorning,thewhitehousepresscorpswokeupandthoughtwehadntbeendoinganythingforeightdaysbecausetheywerentpayinganyattentiontoit,saidpfeiffer.Sowealmosthadtobludgeonthepressintounderstandingwhathadbeengoingonallalong.Sowewereveryaggressiveaboutthat.Soonapril29,presssecretaryrobertgibbsrolledoutobamaandagusherofcabinetofficerstotellthemediaaboutallthethingsthefederalgovernmentwasdoing.Createdbyfranklind.Rooseveltin1939,theofficeofpresssecretaryisthevisibleinformationfrontlineforeverypresident.Twitterthatday,gibbssenthisfirstoilleakmessageviatwitter,announcingthatobamahadreceiveda20-minutebriefingonthespill.Otherswouldfollow.Ourcomprehensivelookinsidetheaggressiveresponse,boastedonefromdeputypresssecretarybillburtononmay5,withalinktoan11,500-wordreportfromthewhitehousedetailinganaroundtheclockresponsefromthegovernment.Itincluded73mentionsofthepresident.Abusydayhere,butthepresidenthasnottakenhiseyesoffthebpspill,saidanotherwhitehousetweetonmay10,withwhitehousephotosofobamameetingwithtopaidesinthesituationroom.Twitterisjustoneofthenewmediatoolsthatwhitehouseofficialsusetodelivertheirmessage.Itallowsthemtoreachvotersdirectlywithoutfilteringorcommentaryfromthemainstreammedia.Gibbsalonereaches60,000peopleontwitter;thewhitehousetwittermessagesreach1.8million.Photosanhourafterhisfirstoilleaktweet,gibbsusedtwitteragaintosendapictureofobamagettingbriefed,drivingtheimageofapersonallyengagedpresident.Theshotwastakenbyofficialwhitehousephotographerpetesouza,whoseofficesendsoutasteadystreamofflattering,behind-the-scenesshotsofthepresidenttothepublic,distributedviaflickrandpostedonwhitehouse.Gov.Souzaandhiscolleagues,whoincludeformermcclatchy-tribunephotographerchuckkennedy,arerespectedformerjournalists,buttheirworkcanbecontroversialwhenthewhitehouseusesittoreplaceindependentjournalism.Whenthewhitehousereleasedasouzaphotothisyearofobamaapparentlyeditingaspeechtext,forexample,oneonlinearticlegushedthattheeditmarksrevealedobamasintellectandtalent.Yettherewasnoindependentjournalistpresenttoverifythatthephotohadntbeenalteredorstaged.Thewhitehouseshutoutphotojournalists,andinsteadsentoutsouzasphotoswhenobamasignedanexecutiveorderonabortionthisyearandagainwhenherestagedhisinauguralswearing-inwithchiefjusticejohnrobertslastyear.Petesouzaisafantasticphotographer,butheworksforthewhitehouse,saidedhenry,acnnreporterandthesecretaryofthewhitehousecorrespondentsassociation.Aphotographeronthewhitehousepayrollisgoingtoreleaseonephotooutofthehundredshetakes.Itsgoingtobetheonethatcaststhepresidentinthebestpossiblelight.Theresnoevidencethatthesewhitehousephotosleftanythingout,butphotosthewhitehouseselectsarechosentoprojectitsmessage,andsometimesthatcanshieldalargertruth.Afterpresidentronaldreaganwasshotin1981,forexample,thewhitehousereleasedaphotoofahospitalizedreagan,wearingabathrobeandstandingwithhiswifenancy.Itdidnot,however,showtheivtubesrunningfromreagantoastandathisside.Thewhitehousecroppedthemouttoprojecttheimageitwantedonethatmisledthepublicaboutthepresidentsstrength.E-mailfromthetimetheobamawhitehousedecidedtolaunchitscoordinatedpushontheoilspill,itbombardedthemediawithe-mailreportsonthefederalresponse,emphasizingwordssuchasaggressiveandimmediate.Administration-wideresponse,saidonee-mailonmay1,introducingaphrasethatwouldbeusedrepeatedly.Presidentobamavisitedthegulfcoasttoinspectresponseoperationsfirsthand,underscoringtheadministrationsall-hands-on-deckresponse,saidanotheronmay2.Videothewhitehousealsoproducesitsownvideo.Obamastriptothegulfcoastonmay2wascoverednotonlybythenewsmedia,butalsobyawhitehousevideoteam.Bymay4,whitehouse.Govhadpostedavideorecapofthevisit.Bymay6,ithadshowcasedanewversiononitswestwingweekwebcast,yourguidetoeverythingthatshappeningat1600pennsylvaniaavenue.Theprogram,whichrunsaboutsixminuteseachweek,isaflashyrecapofthepresidentsweekwithbehind-the-scenesfootagethatshowsobamainafavorablelightleadingameeting,announcinggoodnews,laughingwithworldleaders.Themay6programwasaday-by-daylookatanobamadeeplyinvolvedintheoilspillresponse,evenasheheadedouttodinner.Asitsaid:friday:heannounceseconomicgrowth.Butfirst,hetooktimetoupdatetheamericanpeopleabouteffortstocontaintheoilspill.Saturday:evenaspreparationswerebeingmadeforthepresidentsvisittothegulfcoast,hemadetimetogotothewhitehousecorrespondentsdinner.Sunday:videosofobamavisitingthegulf.Thefederalgovernmenthaslaunchedandcoordinatedanall-hands-on-deck,relentlessresponsetothiscrisisfromdayone,hesaid.Monday:videoofobamaandcoastguardcommandantthadallenworkingthephonesfromtheovaloffice.Likeotherwhitehousevideos,suchasoneofawhitehousestaffinterviewofsupremecourtnomineeelenakagan,thewestwingweekprogramoffersaone-sidedviewthatsstylizedtoappealtoconsumersofmodernmedia.Itspackagedlikeahybridbetweenaweekinreviewprogramandadocumentaryversionoftheoldentertainmentseries,westwing,saidgeraldjordan,anassociateprofessorofjournalismattheuniversityofarkansas.Ultimately,therewillbeanaudiencethatissoaccustomedtofragmentedmedia...Thattheymightmeetatsomepoint.Theleadingmanthehighest-profilewhitehousemessengeristhepresidenthimself,andastheoilspillgrew,sodidobamaspublicrole,fromthemay2visittothegulftoamay14appearanceintherosegarden.Obamaplayshisroleaspublicmessengermuchashismostrecentpredecessorsdid.Inhisfirst15months,hegave620speeches,verysimilartothe15-monthtotalsforgeorgew.Bushandbillclinton,accordingtokumar.Foralltheoutreachviatwitterandothernewmedia,obamahimselfpreferstheoldmedia,whichstillaggregatethelargestaudiences.Heusestheoldmainstreammediaverydifferently,however.Hetakesfewerquestionsfromavarietyofreportersinopensessionsandgivesmanymoreone-on-oneinterviews,particularlytothenewyorktimes,whichthewhitehouseusestodeliveritsmessagetothenationspolitical,culturalandeconomicelite,startingwithnetworkandcabletelevisionnewsproducers.In15months,obamatookquestionsinformalnewsconferencesorshortsessions83times.Bushdidit205times;clinton367times.Obamagavefarmoreinterviews,however184inhisfirst15monthscomparedto56forbushand61forclinton.Ofhisinterviews,108wenttotv,52tonewspapersandmagazines,11toradio,11tomixedmedia,andonly2toonlineorganizations.Thereasonhedoesinterviewsishelikestoexplainthingslikeaprofessor,withallthebutsandwherefores.Hedoesntlikeshortq-and-as,saidkumar.Theidealinterviewisacross-platform,shesaid,meaningtalkingtosomeonewhocandeliverobamasmessagebothontvoronlinetogetintothebloodstreamfast,andthenreinforcehismessagewithanarticleinaprestigiousnewspaperormagazine.Thus,shenoted,obamasgivenmultipleinterviewstojohnharwoodofcnbc-tvandthenewyorktimes,thefavoredwhitehouseoutletthatgot20percentofallobamasontherecordprintinterviewsin2009.Anofficialwhitehousephotodisplayedonawestwingwallshowsharwoodexchanginghighfiveswithobamaduringoneoftheirinterviews.Thestagemanagersothershelpdrivethemessage,too,notablychiefofstaffrahmemanuelandsenioradviserdavidaxelrod,aformerpoliticalreporterforthechicagotribune.Bothgrantfrequentinterviewsorrushedphonecallstofavoredreporters,althoughtheyoftenspeakasunnamedseniorwhitehouseofficialsorpeopleknowledgeableaboutthepresidentsthinking.Inadditiontodailymeetingsatthewhitehouse,theseniorstaffmeetsat7:30am,thepressstaffat9:15am,thecommunicationsstaffat9:30amandthentheseniorstaffagainataround6pm,andaxelrodhostsaweeklymeetingathishomethatincludesworkingoncommunicationsstrategyoverthaiorothertakeoutfood.Amongthosewhoattendarestaffersfromthedemocraticnationalcommittee,whichdoespollingandresearchtohelpthewhitehousetargetitsmessage.Wellsortofexplorehowwesaythings,andhowpeopleareinterpretingwhatshappeningintheworld,pfeiffersaid.Finally,pfeifferorhisaidesalsoholdadailyteleconferencewithtopcommunicationspeopleintheexecutivebranchagenciesanddepartmentstocoordinatethemessage.Wekeepinprettyclosecontact,pfeiffersaid.Doesitallwork?Theoilspillisadevelopingstory;itcouldgrowworseforobamaifitgrowsworseinthegulf,butpfeiffersaidthewhitehouseissatisfiedsofar.Weweresuccessfulatgettingaprettyhighpercentageofthecoverageaccuratelydepictingthestepstheadministrationhadtaken....Itwasnotclearthatwasgoingtohappen(several)daysago.Anon-partisanpollfoundamoremixedinitialverdict,withobamaemergingfromthefirstfewweekswithsomepublicdisapproval,butnotasmuchasbushgotafterkatrina.Theassociatedpress-gfkpollfoundthat42percentofamericansapprovedofobamashandlingoftheoilspill,33percentdisapprovedand21percentwereneutral.Bycomparison,35percentapprovedofbushshandlingofkatrinainanap-ipsospollweeksafterthehurricane,42percentdisapprovedand25percenthadnoopinion.Onthewebthewhitehousevideowestwingweekthewhitehousevideoofelenakaganinterviewthewhitehousephotoofobamaeditingaspeechmorefrommcclatchygulfoilspillspreadsintou.S.Politicsgulfoilspillinquiryfocusesonroleofcostlydrillingmudfearovergulfoilspill:whathappensiftheycantstopit?Readmoreonthegulfoilspillformoremcclatchypoliticscoveragevisitplanetwashington

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