• Do not seek approval from the media
• Don’t take the job in hopes of securing a high-profile job after
• You are entering into public service
• You are there to serve the American public and the President they elected
• Your job is to implement the president’s agenda and disseminate information to the public. 
• Done right, you will GIVE more than you will get back.

• The BEST communicators in a presidential administration are often unnamed
• ALL positions are equally important in running an effective communications operation
• More than likely, you will be behind the scenes and not in front of the camera.

Credibility is Key - it is imperative to remain credible through your tenure.

• Effectively communicate regular government functions
• Implement the President’s agenda
• This is what makes us a republic. 
• Political appointees exist to be the direct will of the people in implementing the President’s agenda. 
• It is not “political work” to discuss what the president campaigned on
• Political appointees have the power to decide what should be communicated to the public, NOT career government officials
• Political Appointees should NOT be reporting to career government officials.

• Two Types of Media
• Legacy media: New York Times, Washington Post, cable news networks (ABC, CBS, NBC)
• Political or Partisan Media: The Federalist, The Daily Caller, The Washington Free Beacon, The Daily Signal
• Remember:
• The American people read all kinds of outlets
• Different kinds of Americans read different kidneys of outlets

• Legacy media is a multi-billion dollar industry
• Their premise for making money is to capture your attention with salacious content
• Unfortunately, some communicators will prioritize building relationships with legacy outlets and try to get their approval by leaking.
• Legacy outlets will try to convince you to trade in your access and your promise to implement the President's agenda so they can get their next headline
• Don’t let legacy media outlets convince you that conservative media is second tier media
• The American people read ALL KINDS of outlets

• The American people deserve to know what’s happening
• Conservative media outlets can and will factually cover what is occuring
• Keep in mind the resource disparity - Legacy media have access to a multitude of resources whereas conservative media often run on a smaller scale
• Giving conservative media a heads-up and embargoing information will assist them with resource allocation

• Tactic #1: Press Releases
• Communicators are not JUST distributors of information
• Communicators should be in the driver’s seat, crafting messaging and bringing in key insights on how the information at hand is implementing the President’s agenda
• Tactic #2: Background Calls and Off the Record Discussions
• Give access to higher ranking officials in order to condition coverage in the long term
• Assist mainstream outlets in better understanding the issue so they can be more factual
• Assist conservative outlets in recognizing how the issue ties in with the President’s agenda
• Remember:
• Reporters need to know that you are a gatekeeper and that you are helping them to do their job
• Create an incentive structure where they want to come to you rather than go around you
• Tactic #3: Responding to Inquiries from Reporters
• Reporters will ask for a comment and communicate an urgent deadline - those stories are largely already written and your effect is going to be minimal
• Ask Good Questions:
• Is there any fact that I can provide to you that would convince you that your narrative is incorrect?
• What are the facts as you understand them?
• Who else have you spoken with about this story?
• How did you come to your conclusions?