Or in short, if you cant beat them, BECOME them!
(FRENCHIE!!!!)
The White House's messaging end-run.The White House's messaging end-run
The White House has begun to use their official blog to drive and reinforce its messaging on critical priorities like health care, yet more evidence of its demonstrated commitment to end-run traditional media filters.
Since late October, White House communications director Dan Pfeiffer has penned 11 pieces for the blog -- ranging in topic from a fact-checking item on a Charles Krauthammer column on health care to a preview of the economic speech that President Obama delivered earlier today.
"We are always looking for new ways navigate the hyper-kinetic new media universe and communicate about the President's agenda," explained Pfeiffer. "The media is so diffuse with so many sources reporting so often that many of traditional tools of communications are rendered obsolete."
That lesson -- like so many of the guiding principles of the Obama Administration -- was learned by the president and his senior staff during the primary and general election campaigns of 2008.
Using social networking, text messaging and other technological advancements -- You Tube etc. -- candidate Obama was able to communicate with millions of people directly rather than having to negotiate the traditional media sources to push out a message, break news or rebut a negative story.
That approach has carried over to the Obama Administration in a variety of ways, most notably, perhaps, in the decision to turn the long-ignored Saturday radio address of the President into a potent newsmaker/message driver simply by videotaping it and uploading it to You Tube.
Pfeiffer's elevated role on the White House blog is rightly seen as an extension of this strategy -- taking the Administration's preferred message of the day directly to not only its supporters around the country but also the well-coordinated liberal interest groups whose sole aim is to amplify that message.
<snip>
Pfeiffer's blog post effectively served then as message marching orders -- disseminated not through a quote or two in the Washington Post or the New York Times but in full form and thought through the viral world of the web. Any Democrat who wanted to know exactly what the White House's talking points were in the runup to today's speech could see it within minutes of it being posted.
http://voices.washingtonpost.com/thefix/white-house/the-white-house-blog-strategy.html?wprss=thefix 
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