Trent Duffy was White House deputy press secretary until March 2006, when he left to start his own public relations firm. He recently joined forces with three other Republican communicators to form the firm HDMK.
Why join forces?
We were all doing solo things in one-man shops. But all four of us have worked very well together on and off over the past 15 or 20 years. We became convinced that teaming up was better than working separately.
Who is your target client?
Our target client is someone who is trying to win a public-policy argument and one that requires complex messaging and a good understanding of the way policy interacts with politics.
Why do you train CEOs to do media?
Because today, publicity is as much a part of being a CEO as anything, whether you’re trying to get it or not. There are some CEOs who really seek publicity and they’re media hounds and that’s great. But nowadays, with the investor class, and all the focus on the financials, if you’re a high-profile executive, whether you want publicity or not, publicity will find you.
What do you miss most about working at the White House?
The people, including the White House press corps. They might find that surprising, but I liked working with them. I like the give and take of being involved in all the national arguments.
What do you miss least?
The hours, definitely. The warp-speed pace of the White House is unlike any other environment anywhere. Now I get to spend so much more time with my three children. I take them to school every day. I could never do that at the White House.
