New McCain media strategy: avoid reporters

John McCain has developed a legendary reputation for affording reporters unfettered access. Now, however, his campaign has apparently decided to pursue a new strategy: avoid reporters.

McCain today held a 10-minute press conference, complete with podium, microphones for the questioners, network-quality audio and a camera for a local television station, which allowed CNN to carry it live.

And where was the national press corps? Sitting on the runway 27 miles away, having been ferried to McCain’s charter plane, totally unaware that a press availability was about to take place until one of the handful of “pool reporters” sent an e-mail alert.

The reporters frantically fired up their cellular modems and logged on to CNN.com to catch the end of the press conference, unable to ask any questions. The handful of reporters there asked about the FISA terrorism bill, Iran and about McCain’s pledge to balance the budget.

McCain’s schedule for Wednesday included a note about a “gaggle” with the pool reporters, but nothing indicated a live press conference. The tactic was a first for the McCain campaign, which
basically shrugged when asked about it.

Back in January, TNR’s Jason Zengerle, noting that there’s “no denying that the media absolutely loves McCain,” helped explain the relationship between reporters and the candidate.

…McCain affords the press access like no other candidate. In the McCain campaign, there’s no barrier between candidate and reporter. If you have a question for McCain, you don’t have to bother going to his press secretary; you simply go ask him. On some days, you literally spend eight hours with the candidate, just riding with him in the back of his bus peppering him with questions on everything from Pakistan to his philosophical thoughts about suicide. Toward the end of the day, this amount of unfettered access to the candidate can actually be a bit of a problem, when you start to run out of questions for him and there are awkward silences. But, on the whole, it’s hard to overstate the sort of goodwill this access engenders among reporters.

Well, the access isn’t quite so unfettered anymore. Maybe news outlets can start treating McCain like everyone else now?

The openness seems to have been replaced with something else.

[A]ccess has been whittled away as McCain became the nominee. The Straight Talk is reserved now as a carrot for local reporters, leaving the national press corps on a charter bus trailing behind.

The new approach may reflect the growing influence of the newly-powerful Steve Schmidt, a top adviser and protege of Bush political guru Karl Rove, who was famous for his desire to control the press’s access to his candidate.

As part of these efforts, reporters are now expected to “earn” an interview-area seat on McCain’s plane. What’s more, if you sit on campaign conference calls, don’t be too surprised if McCain’s aides screen the questioners.

Despite McCain’s obvious fondness for talking with reporters, his campaign, curiously, seems to be limiting access to his aides and surrogates. One campaign reporter says that after he published stores that were not to the liking of the McCain campaign, its press office threatened to cut him off. And several weeks ago, during a conference call, an operator came on the line and told me that I “was no longer needed” on the call. Though I explained I was a journalist listening to the call, the operator said he had been told to unplug me. I protested the decision, and he said he would check and get right back. The operator never returned, and I remained on the call. But during the question period, I was not called on.

In an email, I asked Jill Hazelbaker, McCain’s communications director, if the McCain campaign was screening reporters in an attempt to manage the conference calls. She did not reply. I called the campaign’s media office and posed the same question. The woman who answered placed me on hold. A few moments later, she told me that a press officer would soon call with an answer. No one ever did.

Sounds to me like campaign reporters don’t have much of an incentive anymore to give McCain a pass on, well, everything.

I would say this might result in more realistic news coverage of the campaign, but they’re just treating reporters the way Bush’s people have always treated reporters, which never seems to result in negative coverage. Maybe reporters are masochists.

  • McCain is also screening reports who want acess to him on the ‘straight talk express’ ™ aircraft. Apparently they now have to ‘earn’ the right to sit down with him.

    How do they earn that right? By never challenging McCain of course.

    I hope this backfires for McCain. But I’m not sure it will. Reporters love access and if the only way to get it is to be ‘nice’ to McCain a lot of them will.

  • So the reporters will now have to violate their integrity and principles even more blatantly just for the chance to throw softball questions to McCain which won’t result in any newsworthy answers anyway. Because if they tried to ask anything the candidate didn’t like they’d lose their seat and would have to miss their daily dose of pablum altogether.

    Could we now have finally reached the point where these people get tired of being played for suckers and start being real journalists like what they get paid for? We can only hope.

  • I love your optimism, CB, but honestly, I can’t see how this will result in anything but more kissing of McCain’s ass.

    In fact, they’ve made media access a game, may the best spelunker win.

  • Dear John McCain,

    It’s us…the media…Look, we hate to be all paranoid and everything…and we swore we would never crowd you…but we just have to ask: Are you mad at us? It’s just that, you used to have so much time for us and lately you seem to be keeping us at a distance. It’s almost like you’re trying to avoid us. Did we do something wrong? Was it something we said, or should’ve said? Shold we have asked more questions, or less questions, or more questions about how awesome you are and less questions about policy? When we avoided asking you about if you called your wife a cunt, I thought it was because we had a bond, that you understood us and we understood you. Now…we don’t know what to believe…

    Don’t get us wrong, we’ll still totally be sweet to you in public, and make sure that jerk Obama gets what’s coming to him (he thinnks he’s all that, but he’s not, YOU are!). But still, it’d be nice to know this was all leading to something, and lately…we just don’t know…

    Anyway, we don’t want to put any pressure on you, after all we’re not Mrs. John McCain…YET! HAHAHAHA! Swear to God that’s just a little joke, please don’t be mad at us. Just know…when you’re ready to talk about this (and to quote “our song”) “we will be right here waiting for you.”

    Hugs and kisses,
    the media

    p.s.: If you wanted us to, we would so totally toss your salad, and we know Cindy doesn’t like doing that since she went to rehab. Just throwing it out there.

  • Is John McCain the real story? I have a feeling there are alot of people who aren’t paying a bit of attention to him. Years ago we had our office Christmas party at a hotel. It was deadly boring, but there was a really fun company party going on in one of the other ball rooms, so we all left our party and went there.

    Eventually, these reporters will want to join the fun party. John McCain fumbling his way through dull “town hall meetings” and appearances at nursing homes isn’t where the story is this time. Barack Obama delivering his convention speech in front of 76,000 people as opposed to John McCain mumbling his way through before regulars of a moribund ppolitical party, they’re kissing the wrong ass this time.

  • Hey, Steve, would this constitute a NEW flip-flop for your list? John McCain was FOR giving the press unfettered access before he was against it?

  • It would be funny if this resulted in less and less JSMcC*nt time on ‘Free Media’.

    Is is possible that Mark Penn has possessed Steve Schmidt? This seems to be exactly the same errors the Clinton campaign made mid-season.

  • McCain has been burned many times by reporters asking a question, then hyping the response to spin it their own way. He cannot risk any mistakes….

    Here’s hoping McCain decides to be McCain.

  • You have to earn a seat on the “lap dog express”? So far the criteria is writing favorable stories and reports on McCain but soon it could change to McCain campaign just telling them what to say.

    The straight talk express followed by the lap dog express…what irony.

  • Sounds to me like campaign reporters don’t have much of an incentive anymore to give McCain a pass on, well, everything. — CB

    Au contraire; they now have more reason than ever, since access will be their payment for playing *extra nice*. Not just piddly sprinkles but chocolate chips as well. They’ll have to watch their mouths so McCain doesn’t.

  • Obviously, this is the Hand of Schmidt in action.

    You’re Steve Schmidt and you take a long hard look at your candidate. On the plus side, he has a heroic war record and the press corp eating out of the palm of his hand (and occasionally even bringing him donuts with sprinkles) because of the unlimited access he affords them.

    Downsides? With unlimited access comes unlimited and uncontrolled messages. Even if the press is inclined to give the candidate a free pass on his many gaffes and flip-flops, enough stuff seeps out to make the candidate appear inconsistent and confused.

    And then – deep breath – there’s the candidate himself. He’s prone to mixing up even the most basic of facts, he gets aggressive and occasionally foul-mouthed when under pressure and he’s about as telegenic as a skin rash. In short, the more you see of him, the less you like him.
    So what’s a campaign guru to do? If you’re looking for the over-arching strategy for the retooled campaign it’s this: Hide The Candidate. Seriously.

    Schmidt’s willing to forgo a little of the supine press coverage for greater message control. This is Part One of Operation Hide The Candidate. The favorable relationship with the press is already there, and while the journalists may chafe and rail against the new restrictions, there will be still be McCain staffers to mollify and explain. The difference is the campaign message will now be relayed by disciplined campaign spin doctors.

    Part Two of Operation Hide The Candidate is the advertising – the TV spots in particular. Nowhere in them does McCain actually appear in a speaking role. In fact so far – if someone cares to put a stopwatch on them – the images of McCain has a young, virile and handsome military officer greatly outweigh those of how he actually looks now.

    This is myth-making in progress. You bring down personal appearances and interaction with both press and public to a bare minimum. The Vietnam-era imagery predominates. Effectively you don’t run McCain the man against Obama – because he’s going to lose that particular match-up – you force Obama to run against McCain The Myth.

    Part Three of Hide The Candidate is to keep the spotlight focused relentlessly on Obama. This enables your candidate to hide in the shadows, largely unexamined.

    Have your Quick Response Unit ready to parse, twist and dissect every word of your opponent. In this universe, ‘refine’ becomes ‘flip-flop’. French toast for brunch becomes a spit in the face for mom’s apple pie. Trade secret. Journalists, by and large, are lazy. They’ll take a ready-made story and run with it any day of the week, rather than go out and excavate a real one for themselves. The McCain camp will feed them plenty of non-stories.

    Will Operation Hide The Candidate work? Why not? It’s not as though the press corp has shown any signs of independent thought about the McCain spin on stories and issues so far.

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