Former Fox news correspondant, Tony Snow, became President Bush's press secretary recently, to provide a more open dialogue with the press corp as the Bush administration struggles with low public opinion ratings.
How's he doing? It's not his fault that his natural demeanor suggests he's a bit of a smart-aleck. He's always come across that way to me and he's putting on the same presentation during his daily news conferences. His approach also seems to be the antithesis of Scott McClelland's robotic approach, in that he's kind of flippant and very informal during these sessions. Clearly, he's trying to position himself as "one of the press corps who just happens to be on the other side of the podium."
But on June 8th, he went too far when he insulted every public relations professional with his smart-aleck comment. When asked if Zarquari's death was a PR move on the part of the Bush administration, he cynically referred to public relations as "selling soap", thereby reinforcing that the terrorist's death was anything but that. Of course, Zarquari wasn't killed for "public relations", the question was inane, but his smart-aleck response was also uncalled for.
I get tired of "PR bashing" by people who secretly understand the power of persuasive communication and the potency of reputation management, but think if they admit it, it's some kind of weakness.
And by the way..."selling soap" is MARKETING, not Public Relations.
-Jen Mullen
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Naming Tony Snow as Press Secretary is an attempt to fight fire with fire. When I listen to the sheer variety of ridiculous questions the press corp has for the White House representative every day, I'm torn between astonishment at their apparent obtuseness and disgust at the mean-spirited and disrespectful tones often employed (Helen Thomas comes to mind). I personally wouldn't be able to stand up there day after day listening to the drivel and accusations and not occasionally lash out.
Tony Snow, whose job in large part is Public Relations, must understand that any perceived overt attempt to manage something like one’s reputation can in itself be seen as an admission or criticism of some sort. The most likely unintentional mislabeling aside, I think Tony Snow is a refreshing change in the press briefing room. He answers questions like a regular guy that you can understand and identify with, even if you don't agree with his boss's opinions. If he has an occasional slip of professionalism, I’m willing to look past it.
Truett Scofield
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