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Once candidates are in office, the chore of governing begins, with the added weight of media attention. Historically, if presidents were unhappy with their press coverage, they used personal and professional means to change its tone. Franklin D. Roosevelt, for example, was able to keep journalists from printing stories through gentleman’s agreements, loyalty, and the provision of additional information, sometimes off the record. The journalists then wrote positive stories, hoping to keep the president as a source. John F. Kennedy hosted press conferences twice a month and opened the floor for questions from journalists, in an effort to keep press coverage positive.
Fred Greenstein. 2009.
The Presidential Difference .
Princeton, NJ: Princeton University Press.
When presidents and other members of the White House are not forthcoming with information, journalists must press for answers. Dan Rather, a journalist for CBS, regularly sparred with presidents in an effort to get information. When Rather interviewed Richard Nixon about Vietnam and Watergate, Nixon was hostile and uncomfortable.
“Dan Rather versus Richard Nixon, 1974,” YouTube video, :46, from the National Association of Broadcasters annual convention in Houston on March 19,1974, posted by “thecelebratedmisterk,” https://www.youtube.com/watch?v=ZGBLAKq8xwc (November 30, 2015); “‘A Conversation With the President,’ Interview With Dan Rather of the Columbia Broadcasting System,”
The American Presidency Project , 2 January 1972, http://www.presidency.ucsb.edu/ws/?pid=3351. In a 1988 interview with then-vice president George H. W. Bush, Bush accused Rather of being argumentative about the possible cover-up of a secret arms sale with Iran:
Rather: I don’t want to be argumentative, Mr. Vice President.
Bush: You do, Dan.
Rather: No—no, sir, I don’t.
Bush: This is not a great night, because I want to talk about why I want to be president, why those 41 percent of the people are supporting me. And I don’t think it’s fair to judge my whole career by a rehash of Iran. How would you like it if I judged your career by those seven minutes when you walked off the set in New York?Wolf Blitzer, “Dan Rather’s Stand,” CNN , 10 September 2004.
Cabinet secretaries and other appointees also talk with the press, sometimes making for conflicting messages. The creation of the position of press secretary and the White House Office of Communications both stemmed from the need to send a cohesive message from the executive branch. Currently, the White House controls the information coming from the executive branch through the Office of Communications and decides who will meet with the press and what information will be given.
But stories about the president often examine personality, or the president’s ability to lead the country, deal with Congress, or respond to national and international events. They are less likely to cover the president’s policies or agendas without a lot of effort on the president’s behalf.
Matthew Eshbaugh-Soha and Jeffrey Peake. 2011.
Breaking Through the Noise: Presidential Leadership, Public Opinion, and the News Media .
Stanford, CA: Stanford University Press. When Obama first entered office in 2009, journalists focused on his battles with Congress, critiquing his leadership style and inability to work with Representative Nancy Pelosi, then Speaker of the House. To gain attention for his policies, specifically the
American Recovery and Reinvestment Act (ARRA), Obama began traveling the United States to draw the media away from Congress and encourage discussion of his economic stimulus package. Once the ARRA had been passed, Obama began travelling again, speaking locally about why the country needed the
Affordable Care Act and guiding media coverage to promote support for the act.
Ibid.
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