Larry D. Lauer

President Biden’s goal must be to overwhelm whatever noise others are releasing to disrupt his program agenda. Here is a proposed White House media organizing scheme for Biden to consider:

1. Identity messaging. A small number of identity message points should be ready immediately to use as a part of speeches and official statements… beginning with “individual freedom, human rights, and equal justice.” Whatever is decided at the outset, however, can be fine-tuned or reshaped based on community focus-group outcomes.
2. Community focus-groups. Professionally facilitated focus-groups should be held in targeted communities around the country to review branding message points, clarify issues, and identify needed actions. Opinion leaders should be selected to participate from civic, political, law enforcement, and social service organizations. Reports from these groups should be made public and used to fine-tune or modify the branding points.
3. Media monitoring. A small group should be selected from the communication and media staff to monitor how mainstream reporters and social media platforms are describing the White House. They should circulate their findings to the full staff everyday, along with their recommendations if responses seem required.
4. White House press conferences. Daily press conferences should be restored, with regular appearances from the President, cabinet members, and government agency heads. Truth and transparency must guide every statement.
5. Social media team. A special team of social media experts should be formed to constantly bombard and dominate the media landscape with carefully shaped identity-reinforcing messages.
6. Journalist relationships. Building relationships with key news reporters and TV anchors should be in the job descriptions of the senior communication and media professionals in the White House. This should include get-acquainted lunches… followed by occasional telephone “off-the-record” conversations.
7. Integrated marketing task-force. A high-level communication and marketing monitoring task-force should be established with White House cabinet and government agency representation. This kind of group should meet regularly to evaluate the effectiveness of current branding messages, anticipate crises and issues, and brainstorm needed new strategic initiatives.

Important questions remain: Will Trump’s “twitter-noise” and vindictiveness harm Biden’s overall support? What will be the consequences between now and January 20th? Will mainstream journalists continue to report Trump antics as important news?