Senate Wonder Women Save the Nation

 Senate Wonder Women Save the Nation

THE PR VERDICT: “A” (PR Perfect) to the sisterhood of the Senate. (From left, Rev. Jim Wallis with Sens. Ayotte, Murkowski, and Collins.)

As hard as it is to give anyone credit in the embarrassing spectacle that is the US government shutdown, a group of female senators including Sen. Susan Collins (R-Maine), Sen. Lisa Murkowski (R-Alaska), and Sen. Kelly Ayotte (R-New Hampshire), who crafted the framework of a compromise, deserve their day in the sun.

The shutdown entered its third week after Congress failed to pass a spending bill that would restore shuttered government services. Tensions increased as a deadline permitting the US to borrow money to pay its obligations loomed.

As factions within Congress continued wage war, women came to the rescue. Led by  Sen. Collins, a group of six of the Senate’s 20 female senators united to produce a compromise to break the impasse. The agreement served as the foundation of a proposal endorsed by bipartisan leaders in the Senate, prompting their male colleagues to almost begrudgingly acknowledge that the times, they are a’changing. As veteran Sen. John McCain put it, “Leadership, I must fully admit, was provided primarily by the women in the Senate.”

The women could have rejected the notion that their reproductive equipment played a role in the compromise, perhaps even been insulted by the suggestion. Instead, Collins and the other senators embraced their feminine attributes. “I find that, with all due deference to our male colleagues, women’s styles tend to be more collaborative,” she told ABC News. Indeed, Collins and her crew have positioned themselves nicely as a group that gets things done and, potentially, a force to be reckoned with on future issues.

THE PR VERDICT:  “A” (PR Perfect) to the sisterhood of the Senate.

THE PR TAKEAWAY:  Play up your strengths – and keep playing them up. This unusual alliance captured the media’s attention; once the press was focused on them, the senators kept the headlines coming by elaborating on the qualities that helped them achieve their goals. Promoting the attributes of one sex over another is a tricky business, but the senators played their hand nicely. Brava, ladies!

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Christine Walton Brennan About Christine Walton Brennan

Christine Walton Brennan is the former Head of Corporate Communications for Marsh & McLennan Companies. She also managed media relations at banking giants UBS and Merrill Lynch, and was a journalist with Bloomberg News. In 2011, Christine embraced her midlife "realization" and is now a Registered Nurse in New York's Hudson Valley.

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