The Buzz Surrounding Senator Barack Obama: Is It Too Much Too Fast?

With the 2008 presidential elections quickly approaching, the media is beginning to take note of the potential candidates. It is now official that Senator Hilary Rodham Clinton will run for the democratic ticket, but she will have a difficult path to travel. Senator Clinton has a large obstacle obstructing her forward progress. Although Illinois Senator Barack Obama pictured to the left has not announced he will run for president, the feeling is that he will enter the race. After all he has one of the fastest growing popularities in politics. According to Ben Silverman at e-releases, the senator's reputation made him one of the public relations winners of 2006 saying "he became the new face of his party." While this amazing accomplishment can be very helpful to a presidential campaign, Silverman also states "Too bad for him the election is in 2008." Is Senator Obama experiencing his fifteen minutes of fame or is he going to prove to be the real deal and a power player in Washington?

The senator’s name is in the public’s eye, but now it has to stay there. NB! Public Relations’ Kelly Davis offers some insight on having a favorable profile. She advices that "pro-activity, and perseverance, are essential." If and when the senator decides to run for president, his every move will be watched and judged. Based on past elections he needs to maintain a good image in order to run a successful campaign. In Davis' article she reveals that the keys to having a good profile are being strategic, knowing the target market, focusing on the message, and spreading the word. Obama’s staff should already be familiar with these ideas and implementing them into his media coverage.

In Davis’ mind, Obama’s first goal should be strategizing with his staff members. He needs to organize a campaign committee that is familiar with his viewpoints and aware of how to sell them. The next goal Obama has to be concerned with knowing his market. Obviously Obama is going to appeal to many Democratic voters, but he needs to stand out within the Democrats candidates. One way of gaining more votes would be to attract the youngest demographic of voters and rally their interest in politics. Another area of opportunity is the independent community and their votes. Lastly, Obama has a huge advantage in appealing to minority voters; he can connect with them on a personal level. These are the demographics Obama has to reach. Coming from a public relations stand point, the initial move would be to acquire attention in the news. The New York Times and other left slanted papers would be ideal. The Daily Show with Jon Stewart would be an excellent program for Obama to give an interview because it draws the attention of Democrats with its subject matter and younger people with is comic flare.

The next step is Davis’ third goal of focusing on the message. After identifying Obama's target news sources, I explored whether of not he was discussed favorably in them. The New York Times and The Los Angeles Times both had a handful of articles mentioning Obama, but the headlines were overpowered by Clinton. There were about four Clinton headlines and maybe one about Obama; the two candidates can be seen to the right. Clinton recently declared she was running for president, so it is logical that she should have more headlines now, but Obama cannot allow Clinton to get all of the attention. She is going to be a fierce competitor, and he needs to watch out for her stealing the spotlight he achieved in 2006. One Los Angeles Times article did have Obama in the headline. The article discussed Obama leading The Harvard Law Review, and being the first African American to do so, which pulls the attention of the minority vote. While some positive came from the article, Davis feels Obama's campaign should choose three of four objectives to be known by. This article only appeals to one; him being a minority. Continuing my research, I found an article that views Obama and his White House track in a positive light. Ironically the article comes from the right-slanted FOX News, which can be helpful in attracting the independent voters who have not decided what party they want to vote for. Obama’s race and age were also pointed out, so three of his selling points were covered.

Davis’ final goal is spreading the word through press releases. On Obama’s website, press releases can be viewed. I believe they positively portray him by stating "Growing Momentum Behind Obama," but it is his public relations team’s duty to ensure the press releases continue to spread the appropriate type of news. Obama’s dilemma is not getting his name out to the public; it is already there. Now he has to focus on people continuing to hear that he "want[s] to be your voice in Washington." He should take advice from Superman pictured to the left and use the newsroom as his tool to win the election.