Opinion - Advice for the next White House press secretary (from a former press secretary)
When Donald Trump is sworn in on Jan. 20 as our 47th president, with him will come the 36th White House press secretary. It is one of the most challenging jobs in the country, but also one of the most rewarding.
Because no day is ever the same, and there is no playbook for the job, I have a few tips for the next press secretary.
First, always have the most up-to-date information on what the president thinks on policy and personnel matters. Check in with him frequently, and double-check if you have to. He is his own best spokesman. Despite what staff may say, the decision is always his, and the exact words communicating a decision or announcement are critical.
Hire loyal and smart staff. There are only about a dozen staffers in the press office, so you can’t afford to have any dead weight or disloyal people on the team. There will be countless attempts to write “process stories” about feuding among staff, or young inexperienced people looking to cash in and write tell-all books. You can avoid that by hiring people who are dedicated and focused.
Logistics matter. The daily briefing is at best 20 percent of the job. While it’s clearly the most high profile piece, the other 80 percent involves planning meetings, policy rollouts and coordinating logistical issues and media access. Understand the logistical needs of the media — they will appreciate it.
Know your customers. While many of the reporters in the White House press corps have shown their colors and bias against Trump, and some will be using the daily briefings to audition for cable TV contracts, there are some very good reporters who work hard to tell good stories rooted in facts. It’s important to get a good read on the reporters and learn the difference between the groups.
Go beyond the front row. The front row of the briefing room consists of left-wing legacy media — ABC, NBC, CBS, Associated Press, CNN, New York Times, etc. Reestablish the importance of regional and local reporters that live and work in the communities where voters actually live.
Restore access to independent reporters. The Biden press office stripped the “hard passes” of over 400 independent reporters, and a good first step would be to restore their access.
Shake it up. The Trump campaign did a great job of using independent media and long-form podcasts. Invite these folks into the fold. Hold calls with them. Have them attend briefings and call on them. I brought reporters and talk show hosts into the briefing via Skype. Build out the digital and social media teams; Trump has been extremely effective at driving a message using them.
Get a dog. Okay, maybe wait until you leave the White House, but know that the folks in the briefing room are not your friends. They are some of the most transactional people you will ever meet. The White House Correspondents Association is an outdated left-wing organization. It’s your briefing, not theirs. You set the rules, not them.
Be in the room where it happens. Decisions that directly affect the lives of every American happen all the time. It’s important to be in those meetings to ensure how these decisions are communicated.
Surrogates matter. Surrogate operations matter more. Trump wants to see his people on TV. The operation to coordinate that should be a top priority.
Prep. And then prep more. I usually spent hours getting ready for every briefing. Words matter, and they have consequences. Markets move and militaries take notice of what is said from the podium. It’s always appropriate to defer questions to a department or agency rather than say the wrong thing.
Don’t get caught up in the D.C. scene. You will have tons of new friends and invitations to various events. Trump was right not to attend the White House Correspondents Dinner.
Find time for yourself. The job never ends, so carve out time for yourself. That can be easier said than done, but it’s important to take care of yourself. I was in the office on Saturdays and tried to work from home Sunday.
Take pictures. It is an intense job and a level of personal scrutiny beyond what you can currently imagine. Once you leave and decompress, the pictures will allow you to look back and absorb moments that flew by. Hopefully most of those moments will bring a smile to your face. The White House is an incredibly special place, and it is an honor to work there. As the saying goes, the days are long, but the years are short.
Sean Spicer served as 30th White House press secretary and is host of the Sean Spicer podcast and The Morning Meeting.
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