Among the, uh, incongruities of the Trump presidency, is White House spokesman Sean Spicer. His high-profile role doesn’t make sense on multiple levels.
No PR-aware business would want to be courting Gaffegate on a daily basis, including a private-family-brand “businessman.” No government would want to be risking unintended, counterproductive signals being sent across the geopolitical spectrum. And no pathologically narcissistic commander in chief would want a fool for a daily de facto surrogate.
But here we are. Spicer, who serves by the appointment of and at the pleasure of the president, has become a liability–as well as a late-night-comedic piñata. It’s what happens when you debut with “alternative facts” and double down with a reference to Adolph Hitler, “who didn’t even sink to using chemical weapons.” And more. Does he have a “dossier” on Trump?
Here’s some unsolicited media advice for this–or any other–administration:
Look for someone who’s a quick study, projects candor and gravitas and has a sense of humor. The White House press corps can be a preening, gotcha crowd. They know when they’re being stonewalled, and they resent encountering spokespeople who consider the media as the opposition. They can also tell when a spokesman is a true “insider” or just a talking-points mouthpiece. But they prefer to respect and actually like that person.
President Barack Obama had a good one in Robert Gibbs and Josh Earnest was acquitting himself well at the end. Jay Carney always looked in over his head. President George W. Bush was well represented by Ari Fleischer and the late Tony Snow. President Bill Clinton had the well-regarded Mike McCurry.
But all things being (seemingly) equal, a relevant rule of thumb would be to hire a former journalist. They know what’s news and what it’s like to track it down. They also know the level of professionalism and honesty they want from a spokesperson. And the ability to engage in repartee doesn’t hurt. The podium is also a stage.
Most White House spokespersons last, on average, about two years. It can be a demanding slog.
It’s interesting to note who holds the longevity record: James Hagerty. He served eight years as the White House spokesman for President Dwight Eisenhower. He had insider cred; he had a candid demeanor; and he projected a certain empathy for the media and its job. Before that, he had been press secretary for New York Gov. Thomas Dewey. Prior to that, he had been a reporter for the New York Times.
Sean Spicer had been communications director for the Republican National Committee.