- Claire Celsi is The Public Relations Princess
Hillary Clinton and her team have a different media relations strategy this time around - and if driving the national mainstream media crazy is a measure of success, then she's achieved that goal. This time around, her focus is on meeting people one-on-one, limiting the number of huge rallies, and hand-picking interviews with local media outlets. It has relegated national outlets like CNN to reporting on local interviews.
From a PR standpoint, it's good to be driving the strategy and keeping national reporters at bay by being less available and less predictable. Especially when you're Hillary Clinton and have been around so long - and are asked the same questions over and over again - it's best just to limit media interviews to local outlets - for now.
When I worked on the Gore caucus campaign in 1999-2000, their campaign adopted a similar strategy and it was effective. Al Gore was being asked repetitive questions about Bill Clinton at the time - so he tuned out the national media and allowed local outlets more access. Predictably, they stuck to issue-related questions and not the hot-button issue of President Clinton's status.
As much as possible - Hillary has taken herself out of the fray, which for her is a good thing. Local media outlets tend to ask questions that are important to their readers, like her stance on being the first female with a real shot of winning the presidency, tweaking Obamacare so it works better for families, early childhood education and Iowa's caucus process. There were no questions about Benghazi or her email server - questions that have already been asked and answered many times.
The fewer gaffes and fumbles a candidate makes (and they ALL eventually make those) the less fodder for campaign ads in the future. For example, Jeb Bush was being interviewed by a reporter recently and ending up conveying that it was not a mistake to invade Iraq. He quickly retreated on the position and said just the opposite in subsequent interviews.
Then-candidate, now Senator Joni Ernst took this strategy one step further in her 2014 campaign by simply refusing all but the most favorable interviews toward the end of her campaign. It worked!
We should also remember that it is still VERY early in the caucus campaign. For reference, Al Gore didn't even have an office open in Iowa until July 1999. Clinton already has at least five Iowa offices and is still planning to open a lot more. Even though she is in her "listening" phase, she is a lot more present than some candidates in years past.
Now that she has some Democratic challengers, she has definitely stepped up the "position" announcements. Minimum wage, immigration and women's pay equality have all been covered in recent statements. And she's finally embracing the "first female president" dream that so many of her supporters are hungry to hear.
It's great to be in Iowa during caucus season! Full disclosure: I am a Hillary Clinton supporter.
Claire Celsi is a communications consultant in West Des Moines, Iowa.