ABSTRACT
The White House seeks to use the media for its own benefit, promoting positive stories and defending against negative ones. Presidential communications staffs realize that the only way to make sure their messages gets through is by using repetition, a strategy journalists dislike. Journalists seek the new and different, while the White House wants strives to push its desired message. Traditionally the timing of news was critical, with positive stories from the White House promulgated at a time to meet newspaper or television network deadlines. When presidential surrogates face the media, it looks like a prisoner in a lion's den facing many opponents without protection. The president expands his reach by using surrogates to deliver his message. A large number of presidential activities are "pseudo-events," staged to receive media coverage, as opposed to real events demanded by the presidential role.
