So yesterday I posted a piece looking at the dubious PR strategies employed by Politico and so astutely analyzed in Gabe Sherman’s “The Scoop Factory.” The latter article mentions and quotes from an internal memo issued to Politico staffers (and leaked to Sherman) detailing The Politico Approach to PR.
Today, for your consideration, TNR publishes that memo. And: it is a doozy. As in, it’d be fair to assume that Lee Abrams had written it.
To wit:
Stories need to be both interesting and illuminating—we don’t have the luxury of running stories folks won’t click on or spend several minutes with in the paper.
a) Would this be a “most e-mailed” story?
b) Would I read this story if I hadn’t written it?
c) Would my mother read this story?
d) Will a blogger be inspired to post on this story?
e) Might an investor buy or sell a stock based on this story?
f) Would a specialist learn something from this story?
g) Will my competitors be forced to follow this?
IN MOST CASES, THE ANSWER WILL BE “YES” TO SEVERAL OF THESE QUESTIONS IF THIS IS A STRONG POLITICO STORY. If you are not certain that several of these are “yes,” you can reframe your reporting and analysis so people will say, “POLITICO is reporting…” or “The way POLITICO put it is…”
If your friends or source [sic] are buzzing about something related in any way to public affairs, don’t ask yourself WHETHER it’s a Politico story. Ask yourself HOW you can make it a Politico story, to capture built-in traffic and mindshare.
Indeed. (Insert your favorite sausage-making reference here.) And—courtesy, again, of TNR—there’s more where that came from.
This story reminds that when Politico first emerged, I wondered why it got so much air time from outlets such as Washington Journal. It seemed that C-SPAN was lending too much of it's reputation for integrity to this unknown entity.
#1 Posted by Lori H, CJR on Wed 4 Mar 2009 at 04:03 PM
THE HEADLESS ELEPHANT
I can see now why all the mirrors at CPAC were obviously covered. Too bad the microphones were not covered as well. A new name for the Conservative Republicans emerged-Rushbo. From where I sit in the Midwest I would like to add my suggestion and call the new party "The Party of Limbo".
Never has anyone said so much that meant so little to so few. The Democratic leadership in America won't have to do anything with Rush at the helm for the next election.
I would bet his posters sold out. Newborns named Rush were at an all time high. Every Wal-Mart within 100 miles sold out of black suits and shirts.
The Republicans in attendance did learn to Pucker-up and play follow the leader. The Republican Party as it is right now, is not the party of Lincoln, and should hide their heads in the sand if they think the American people would support any of them wishing an American presidents policies would fail. The President is trying. The Republicans can proudly say that not one of them did anything, and they could not, between them come up with anything but tax cuts. Gentlemen, and I use that term with little respect, tax cuts have failed us. That must mean that tax cuts you support would only be self serving for yourself and the lobbyist that you represent on Wall Street. I find it ironic that 3 months ago you were supporting Mr. Bush and his policies. Now you have to be told what to do by people not even in Congress-A plumber-Gingrich-DeLay-
Limbo. I really am perplexed by Lindsey Graham and John Boehner and their "peacock strut". Gentlemen shut up and get a job. Oh Rush, My Grandmother could probably win a debate against you. I know I could If it were about common sense and what is really going on in America. Why don't you get off your broad derrier and do something besides saving on your heating bill with your hot air.
The Party of Limbo reminds me of Chief Rush and The Keystone Cops.(NO OFFENSE TO THE KEYSTONE COPS)
I am waiting on one idea from the Republicans that did not come from George Bush
#2 Posted by George Stewart, CJR on Thu 5 Mar 2009 at 09:26 AM