The Reagan Eighties
President Ronald Reagan's deputy press secretary, Pete Roussel, said he faithfully adhered to what he called the "Press Secretary's Prayer": "Oh Lord, let me utter words sweet and gentle, for tomorrow I may have to eat them." Rousel was one of several public opinion-sensitive specialists on President Reagan's staff. President Reagan came to be called "the Great Communicator." Recognizing that some people who did not like what President Reagan said nonetheless continued to like him, Colorado Congresswoman, Pat Schroeder, nicknamed him the "Teflon" president: Nothing unpopular that his administration did seemed to stick to him personally. President Reagan's administration also employed Richard Beal, whose job was to look at public views on questions likely to arise as issues in the future.
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In doing this, President Reagan was following a trend that started with John F. Kennedy's use of polling, according to Sydney Blumenthal, author of The Permanent Campaign. Blumenthal called President Reagan "Communicator in Chief" and made this observation:
Reagan is governing America by a new doctrine - the permanent campaign. He is applying in the White House the most sophisticated team of pollsters, media masters and tacticians yet to work there. They have helped him to transcend entrenched institutions like the Congress and the Washington press corps to appeal directly to the people.
In addition to filling the administration's major public relations posts with experienced professionals, President Reagan appointed PR pros to many positions not traditionally considered public relations jobs. Of the three top advisers to the president, two were lawyers and one, Michael Deaver, was a public relations professional. Deaver was indicted for influence peddling after he left the White House, and Bernard Kalb of the State Department left in protest when the government got involved in a disinformation campaign.
After Press Secretary Jim Brady was severely injured in the assassination attempt on President Reagan March 30, 1981, Larry Speaks became acting press secretary. Speaks sometimes felt that he was not sufficiently informed by other administration officials and some news people agreed. However, Speakes said, not knowing is the lesser of two sins of a press secretary: lying was a "cardinal sin" and unforgivable. After he left the administration to work for a large public relations firm and then to direct public relations for a major brokerage firm - Speakes acknowledges he had "made up" quotes that he had attributed to President Reagan.
The Reagan presidency was one of the most controlled in the history of the office. One indication of this was the number of orchestrated photo opportunities. In addition, during the Reagan administration, the U.S. Information Agency (USIA) and its companion U.S. Information Service (USIS) in other countries grew in power and influence.
However, USIA was disbanded in October 1999 with many of its functions being absorbed by the U.S. Department of State. Since 1994, the International Broadcasting Breau (IBB) has provided administrative and engineering support for U.S. government-funded, nonmilitary, international broadcast services, including Worldnet Television and Film Service. Originally part of USIA, the IBB was formed by the 1994 International Broadcasting act, and the IBB was established as an independent federal government entity.
Concern about Worldnet was expressed in 1987 by Florida Congressman Dan Mica, who observed that it had an "untapped and unlimited potential." The Congressman was concerned "that a particular administration could use Worldnet as its private propaganda vehicle."
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