As the White House prepares to release a declassified report on the recent attempted bombing of Northwest flight 253, President Obama gears up to outline how the government will attempt to enhance airport security. By addressing the nation twice in as many days, Obama is playing the role of a skilled public relations specialist – getting out in front of the report’s release before others have a chance to comment publicly.
Seen from a public affairs perspective, this is how a smart DC media relations playbook should unfold tactically. Historically, we can look back at incredibly damaging intelligence reports and the failure to appreciate the public relations consequences from their release.
When explaining a highly sensitive issue in the world of public affairs, often the most crucial step is speaking first before others have spoken. Now, with the report declassified, the immediate associations will always be that Obama spoke authoritatively on the matter. This step draws a clear line between his administration and efforts to improve national security, and his political opponents will always need to rebut that association before offering any criticisms.
The lesson here? As a public relations tactic, always appreciate the opportunity to turn a weakness into a strength. Damaging information that could undermine stakeholder confidence can always be turned around, if the right steps are taken early.
