Last month, PR Week included a guest article from Laura Gross, in which she reviewed the first 100 days of the Obama administration from a PR perspective. Ms. Gross takes the position that the Obama-Biden team is showing leadership through its transparent, open, and frequent communication. While she identifies areas for improvement overall, she concludes by stating, “The first 100 days of the Obama administration have been a definite PR success.”
I agree with Ms. Gross’ PR review of Obama’s first 100 days, and believe the administration’s PR success is a result of several key elements.
From our experience, effective strategic communications requires:
A focused approach with clear objectives.
A smart, focused team.
Support for the communications at the highest levels within the organization.
A clear understanding of the target audience and how to reach that audience.
An open information flow.
In the case of the Obama administration, these fundamental principles seem to radiate from the top.
Obama has recruited a stellar team. He has demonstrates his support for PR by ensuring White House Press Secretary Robert Gibbs is included in key meetings, and according to PRWeek, “is a part of the inner circle of advisors.” This is critical to the success of the administration’s communication strategy and enables Robert Gibbs to develop effective relationships with media as they know him to be well-informed and knowledgeable.
In the first 100 days, the Obama administration has illustrated its understanding of the American people and has stayed consistently focused on addressing their concerns. The administration has also communicated authentically by being honest about its mistakes. They are not operating from a position of secrecy or manipulation and are building trust with Americans who may be skeptical based on past administrations.
This administration has offered a refreshing change to White House communications. We applaud Obama and his team for taking a strategic approach to public relations.