WH summer "surge" strategy: Less Bush more Petraeus

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http://www.msnbc.msn.com/id/20766107/site/newsweek/page/2/

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The administration also tweaked its broader communications strategy. Instead of pushing the president out in front of the podium to talk about Iraq on a regular basis, Bush's aides decided to use their boss more sparingly. That gave them more time to develop speeches, lay the groundwork for new messages, and build up to the next PR push.

“It’s the nature of the place that you get into a habit, and the White House became too quick to turn to the president as a messenger instead of rolling him out every once in a while,” said one current senior Bush aide, who did not wish to be identified discussing internal strategy. “So his speeches are fewer and farther between, and they are more focused and honed and make a little news.”

As Bush pulled back a bit, the White House pushed Gen. Petraeus forward. The message that might have been falling flat when advanced by a beleaguered president seemed to resonate more powerfully when delivered by a heavily decorated man in uniform.

The opposition party, meanwhile, struggled to take advantage of Bush’s vulnerabilities. While the Democrats seemed to be building momentum just a few months ago, their message failed to take hold over the summer. Heading into the fall, the party’s leading presidential contenders have begun to fire at one another over Iraq. That may help clarify Democrats’ primary choices down the line. But every volley exchanged by Sens. Hillary Clinton, Barack Obama and former Sen. John Edwards are bullets not being aimed at Bush.