White House Press Briefing Critique

In his March 18 White House Press briefing, Josh Earnest efficiently models the principals we have examined this week.

            Earnest opens the briefing by quickly getting down to the business of taking questions from the reporters. He calls them by name frequently throughout the hour and a half long briefing and recognizes when they have not been in attendance recently by welcoming them back. Making a point to know reporters is mentioned in the Meise reading. While it is clear Earnest has  written materials on the lectern in front of him, he manages to keep his glances to a minimum and spends time looking at reporters, addressing them, and smiling. At one point in the briefing he laughs along with reporters which reflects a collegial atmosphere in the room.

 Earnest understands what reporters need and uses a systematic approach and offers facts to specific problems (Lindemann, 2006, p. 2). In doing so he builds a symbiotic relationship in the briefing room. He simply does not answer yes or no, but gives enough fulsome information that the reporters are able to craft a story out of what he says and perhaps approach those stories from different perspectives by asking intelligent questions for follow-up. Earnest helps the reporters by giving enough information so they can ask those intelligent questions. He rephrases questions from the reporters, which allows both for him to spin the information the way he wants and also allows for the reporter to see if Earnest really understands what is being asked. Earnest is also honest and says he “doesn’t know” and that he will “get back” to reporters with more information. Fitch and Holt (2012) mention this should be noted by a member of the staff so that information does indeed get to the person who requested it (p. 36). We have no record if this occurs in White House briefings, but I can imagine we would know if it was not a regularly occurring event.  

             Earnest spoke at a good pace and directly, so that the reporters should be able to follow what he said. He did not rush at any point in the conference. His tone is even and modulated throughout; giving the impression of someone who is calmly in charge and knows what is going on. His volume is consistent all the way through the briefing. He does not raise his voice and neither does he lower it if he is getting tired. At all times the reporters are able to hear his words. He does not appear to have issues with articulation.  He uses his left hand to emphasize certain points of policy. It is enough of a movement to focus attention to Earnest and the emotion he is wishing to convey, but small enough of a movement so that it does not feel intimidating or threatening, or out of control.

While there are places where Earnest uses the first person “I” it is clear that when he speaks he is conveying policy from the Obama administration.  He keeps this in mind and it is easy for his audience to understand this also and there is no confusion. Earnest also listens well (Solis & Breakenridge, 2012, p. 75). He generally seems to understand what the reporter is asking without much need for clarification and Earnest does not “step” on the words or questions of the reporters.

Earnest did a professional job at the briefing. If I were to change one thing it might be to have him work on reducing the noise of some of his vocalized pauses, the “uhm”s that he uses sometimes when thinking. The problem with this suggestion is that almost everyone uses vocalized pauses and they can be tricky to get rid of. They are used to fill in gaps when we think and when they are removed it can give the impression of having material memorized.The vocalized pauses also contribute to giving Earnest a “human” factor. Sometimes it can be difficult to believe or trust people that just “too” perfect and removing all vocalized pauses from one’s speech could have that effect.

 

Fitch, B., & Holt, J. (2012). Media relations handbook: For government, associations, nonprofits, and elected officials. (2nd ed.). Alexandria, VA: TheCapitolNet.

Lindemann, W.K. (2006). Public relations research for planning and  evaluation. Institute for Public Relations.
Solis, B., & Breakenridge, D. (2009). Putting the public back in public relations: How social media is reinventing the aging business of PR. Saddle River, NJ: Pearson.

White House Press Briefing. (March 14, 2016). Retrieved from: https://www.whitehouse.gov/the-press-office/2016/03/14/press-briefing-press-secretary-josh-earnest-3142016.