He gets no shortage of praise in this space, and for good reason. U.S. President Barack Obama was on a roll again this week in the communications department, first with his unabashed expression of outrage over the $165 million in bonuses handed out by AIG to its senior brass, in the wake of the company receiving billions in bail-out funding from American taxpayers. Obama even apologized to reporters at the time for getting “choked up with anger” over the whole idea, and then vowing to take action to prevent any such repeat in the future by a taxpayer-bailed-out corporation. It was a brilliant articulation of what Joe American was thinking and feeling at that moment. Then he switched from protector-of-the-public-interest mode to I-wanna-have-a-beer-with-that-dude mode, further bonding with Joe American Sports Fan when he gave ESPN an exclusive interview about his picks for the March Madness NCAA college basketball championships. Obama’s comfort before a camera, coupled with his obviously thorough understanding of – and personal passion for – basketball, made for some extremely cool television. And finally, in yet another first for this President, he took a spot on Jay Leno’s Tonight Show sofa, to talk about his agenda in everyday language to the everyday folks who tune in to Jay’s show every night. Obama’s on a mission: to rally public support for his economic agenda in general, and to put pressure on Congress to get his first budget passed. (He also sits down with 60 Minutes this Sunday). By playing to his personal communications strengths, and by “fishing where his fish are,” Obama has used the right media opportunities to further engage his top target audiences and reinforce his brand with them, par excellence.
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