Pelosi Makes Old News, New News

Screen Shot 2013 05 20 at 7.14.18 AM 139x150 Pelosi Makes Old News, New NewsNot everyone likes Nancy Pelosi, the Democratic leader in the House of Representatives. That much is clear. She is described by the Financial Times as “a kind of liberal piñata for Republicans,” and “a ready-made hate-figure for conservatives.” She recently gave an interview to the paper in its informal weekend format, Lunch with the FT.  Was this interview an attempt to set the record straight? An informal make over?

There are many reasons to give interviews to the media. Sometimes it’s to make an announcement, to launch and idea, or to set the record straight. Sometimes it is to simply make your case again. Nancy Pelosi, at the age of 73, gave her lunch interview to the Financial Times with one key message: business as usual.

What’s noteworthy about the interview is that there is no new PR messaging and no real news. Given her age and her congressional seniority the key takeaways were that she remains a defiant and unapologetic liberal (“proudly so”) and that she continues in her role as the Democratic leader in the House of Representatives, a task of endless complication. Described as “brutally effective” in her role, the FT claims Obama’s “signature legislative achievements such as healthcare reform would have never become law” without her. At this point in her tenure, the need to establish a base and to outreach with new messaging now seems to be behind her.

The PR Verdict: “B” (Good Show) for Nancy Pelosi and an interview that was more of the same.

The PR Takeaway: Simply staying on track can be the message. What’s noteworthy about this article is how little new ground it breaks. Pelosi’s messaging is exactly as one might have expected but packaged in an interview format that revolves around an informal lunch, makes the messaging sounds less political and self promotional. In PR, if you want to make your point but don’t have anything new to say, change the venue and the format and keep the messaging on track. What is old news can pass as new news.

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