Why does the White House leak SOTU excerpts before the speech?

[bluestateguy]

And it's not just the Obama White House that does it either. This has happened going back at least 3 or 4 presidents ago. Exactly what value comes from these persistent leaks? Why not surprise everyone with the speech, and keep it all embargoed?

[tekisui]

1. Teasers for ratings and to establish the frame.

The leaks are what the WH wants the take home message to be. And, what they want everyone to keep in mind as we watch.

[Xipe Totec]

2. To create buzz

politics 101.

[The_Commonist]

3. So that the networks and pundits...

...can get their talking points together before the main event.
Really.

[Jamastiene]

4. Well, hearing a few leaked items has changed my mind

about watching. I wasn't going to watch. Now, I plan to watch it. Maybe it is to get frustrated, tired people to watch it. :shrug:

[Mike Nelson]

5. to guide news and expectations

I would think

[RoyGBiv]

6. Besides what has been said ...

It also allows them to gage reaction and tweak things to generate the message intended or fill holes where gaps in understanding may occur. When you write these things, you try to think of the audience, but when the audience is a couple hundred million people, doing so is really, really difficult.

Whenever I'm giving an important presentation at work, I always pass it around to a few people outside my department (i.e. my bubble) beforehand and then alter things if needed based on reaction.

[senseandsensibility]

7. Who's unreccing this?

Seems like an honest, interesting question to me.

[TheCowsCameHome]

8. It's called foreplay in some circles.