Lanny Davis, special counsel and spokesperson for former President Bill Clinton on legal issues, gives this advice to public relations professionals: “Tell it early, tell it all, tell it yourself.”
Using those three metrics, Jen Psaki, White House press secretary for President Joe Biden, has been exemplary in her first three months.
Tell it early
One of Psaki’s first challenges as press secretary was addressing Biden's view of what “unity” looks like for the country. Biden spoke in generalities, which left many questions to be answered by Psaki.
Psaki dedicated ample time at press conferences to address the nuances of the situation. She also made herself available to a variety of media outlets to elaborate and define what Biden meant.
She was proactive and gave the best explanation she could instead of letting others define the administration’s message. While it may have been easier to deflect and highlight other topics the administration would be more eager to showcase, Psaki knew there was a small window to settle the situation. She had to tell it early to avoid continually responding to someone else’s narrative.
Tell it all
Psaki has earned a reputation for thoroughness. She comes to press briefings equipped with a thick, color-coded briefing book. While it’s clear her priority is communicating Biden’s agenda, she does not avoid questions. If she doesn’t have an answer, she refers a journalist to the right federal department or promises to provide follow-up information.
As Biden’s chief publicist, Psaki always tries to frame a positive narrative for him, as all fine communicators do. However, what “tell it all” means is that you are not dodging the question, denying a situation, or counter-attacking with cries of “fake news.”
To tell it all, you must inform and respond honestly with the information you know. From vaccine updates to how the administration is handling misconduct by its staff, Psaki has been serving the public’s need to know, even if she packages it to put her boss in the best light.
Tell it yourself
Psaki gets high marks for making herself available to journalists, and by extension to the public. She holds regular press briefings and is visible in the media. Whether the administration has positive news to share or must address something negative, Psaki is usually telling it herself.
During her time as press secretary, Psaki will have successes and failures. However, if her first three months are indicative of how she will approach the position, she will certainly have done the job well by Lanny Davis’ measure.