The Transformation of Going Public: President Clinton, the First Lady, and Health Care Reform

Author: Corrigan M.

Source: Political Communication, Volume 17, Number 2, 1 April 2000 , pp. 149-168(20)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

This article examines the “going public” thesis in the context of U.S. President Clinton’s health care reform campaign in 1993 and 1994. This case study highlights the changing nature of presidential public relations. The novel use of the first lady as a public spokesperson for a presidential initiative also raises new questions about presidential public relations and its impact on congressional behavior. Data for the study include appearances and speeches by the president and first lady concerning health care reform over an 11-month period. Results suggest that certain presidential public activities assist presidents in gaining public support for their policies. However, most presidential public efforts may be thwarted by issue advertising from opponents in a more combative public environment. A going public strategy may not provide a forum to explain sophisticated policies and to build alliances in support of these policies over a substantial period of time.

Keywords: FIRST; LADY; PUBLIC; OPINION; GOING; PUBLIC; HEALTH; CARE; REFORM; ISSUE; ADVERTISING; PRESIDENTIAL; COMMUNICATION; PRESIDENTIAL; PUBLIC; RELATIONS; PRESIDENTS