A couple days ago, the White House press briefing got a high-energy shake-up. After months of drama and intrigue surrounding President Trump’s communications team and rumors that press secretary Sean Spicer may assume a different, less public-facing position, Secretary of Energy Rick Perry stepped up to the podium and gave a briefing to rave reviews.
In honor of Energy Week, he talked gas prices, power grids and “climate change,” and the press cheered.
Yes, that’s right. A Trump administration official got rave reviews from the mainstream media while addressing climate change.
So, how did Perry win the hearts and minds of the press for at least the duration of his briefing? Let’s take a look.
He brought energy to the Energy Department
Perry played offense, not defense. He confidently answered the questions he wanted to answer and affably turned down the questions he didn’t want to answer. He was in control and the press respected him for it.
See below at 21:00 where he answers an off-topic question with “That has nothing to do with energy today.”
You get a question! And you get a question! And you get a question!
Though it’s a tough issue to message, especially in a room full of people who (likely) don’t agree with you, Perry was ready and waiting for all the questions. In fact, he took as many as were asked of him, coming back to some reporters for a second round.
Perry even invited the press to share their own thoughts on climate change, stating: “Why? You’re an American citizen, you ought to have a part in this.” [Watch at 11:25 below]
Funny man Rick Perry has dad jokes…
As if we needed a reminder, a little humor goes a long way—especially to disarm an audience expecting a misstep.
Perry not only poked fun at himself [“I come from a place with a lot of energy” at 11:40] and joked about his message [“Make nuclear energy cool again” at 8:30], but he ribbed the reporters too [“I have no idea what you just asked” at 16:20].
Flattery will get you everywhere.
The Brady Press Room isn’t usually known as a safe space for reporters, but Perry said to himself “not on my watch” as he threw around compliments like confetti—even declaring a question “astute” [Watch at 6:30].
It seems a little kindness and humor can buy goodwill with the press.
All this culminated in a love fest as seen on Twitter, perhaps winning over the harshest critics.
Personal opinion here…. Rick Perry should always be on-camera.
— Jim Acosta (@Acosta) June 27, 2017
He’s a natural at the podium tbh. Food for thought
— Rosie Gray (@RosieGray) June 27, 2017
Rick Perry for Press Secretary
— Kate Nocera (@KateNocera) June 27, 2017
Basically, Perry was liked by the press because he was likable. You can make all the right points, but no one hears your message if you can’t make the audience like you.
Want to change hearts and minds? Then forget the mantra our parents repeated about how it doesn’t matter if you’re well liked. Actually mom and dad, it matters a lot.
Beverly Hallberg (@BevHallberg) is a contributor to the Washington Examiner’s Beltway Confidential blog. She is president of District Media Group.
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