There’s a new storm front coming in across Washington’s Beltway – call it the Obama weather offensive.
In a strange twist of out-of-the-box thinking, White House officials have taken the time to look at other ratings – other than the presidential-favourability kind – as a way of co-opting the eyeballs of the American electorate.
Which is why the U.S. president is taking a full day out of his schedule to host America’s top meteorologists to promote his message on climate change. His day has been cleared to yak it up with the likes of the Today Show’s Al Roker to help educate Americans on one of the most ambitious climate regulations yet – a rule aimed at reducing greenhouse gas pollution from thousands of existing power plants.
Al Roker headed to the White House to talk climate change with President Barack Obama. (Photo by Andrew H. Walker/Getty Images)
From a public relations perspective, this is a bold move to bypass the usual media distribution channels. Traditionally, the White House would issue a statement, make it part of the press corps briefing, and trot out TV-friendly senators and climate change experts with the hope of its narrative resonating with the public.
Problem is, not everybody watches an entire newscast. But I’ll tell you what part of a newscast nearly everyone pays attention to – the weather. According to a report from the Pew Research Centre, nearly 89% of Americans rely on local television for their weather news. The report also showed 62% had more trust in a TV meteorologists’ perspective on climate change than that of a scientific climate expert.
So, even if the average American TV viewer doesn’t trust the President, they do trust their local weather forecaster.
As a result, the role of the TV meteorologist has evolved into part broadcaster of the day’s highs and lows to one of weather educator; in essence, to help us understand why weather systems affect us the way they do.
By appearing alongside a popular meteorologist, Obama has the opportunity to a) talk about his environmental agenda and b) use a credible ambassador to interpret that narrative in a way the viewer can understand.
No hardball questions, no veering off-message; just a non-threatening way of talking about an issue the White House has deemed important enough to pull the most powerful man in the world out of his regular duties for a full day, without the filter of the jaded Washington press corp.
Seems like a simple strategy right? Ever since President Bill Clinton blew the sax on the Arsenio Hall Show back in 1992, talk show appearances have become de rigeur for most high profile politicians looking for a quick boost to their own ratings.
Then Arkansas Gov. Bill Clinton, right, plays the saxaphone with the band during the musical opening of The Arsenio Hall Show, in 1992. (AP Photo/Reed Saxon, file)
But Late Night with David Letterman is no longer where it’s at; in essence its cool/unique factor has worn off as a message delivery mechanism.
In promotional terms it’s called ‘forced viewing.’ Media outlets do this all the time via special programming or promotions that motivate their audience to tune in.
This particular PR strategy has turned that notion on its head as a way of advancing an environmental agenda.
By the amount of pre-publicity these appearances have generated – this is looking like a genius idea.
Just like pushing his health care agenda on Between Two Ferns with Zach Galifianakis was brilliant, and Michelle Obama’s cameo on Parks and Recreation was inspired, as she pushed the Let’s Move program to get kids active.
Let’s just hope the president doesn’t appear with Jack Bauer as a way of solving the issue in Crimea.
Elissa Freeman is a PR specialist and Canada.com columnist
