From George Washington to Joe Biden: A History of Presidential PR Over the Past 179 Years
For 179 years, every President of the United States has had to navigate the choppy waters of public relations and communicating their agenda to the American people. While the tools and tactics have changed drastically over time, the core challenge of effectively utilizing the media to shape public opinion of the presidency has remained constant. Let’s take a look at how presidential PR and communication strategies have evolved over the past 179 years from our first president to our current commander-in-chief.
George Washington (1789-1797) – As the first President of the newly formed United States, Washington had to establish many precedents and traditions for the office. With no clear strategy or precedent to follow, Washington relied on personal correspondence and meeting directly with journalists, editors, and other opinion leaders to communicate his administration’s priorities and policies. While revolutionary for its time, this hands-on approach would not scale well as the country and presidency grew in size and complexity.
Thomas Jefferson (1801-1809) – Recognizing the limitations of Washington’s model, Jefferson took early steps to professionalize presidential communication. He started hosting regular meetings with journalists, allowing them exclusive access in exchange for generally positive coverage. This set the precedent for the regular White House press briefing. Jefferson also began publishing policy messages and annual reports to Congress that outlined his agenda, helping shape the early State of the Union address.
Abraham Lincoln (1861-1865) – Facing the enormous challenge of the Civil War and a divided nation, Lincoln was a master communicator and utilized the press skillfully. He granted unprecedented access to friendly reporters, leaked information to shape stories, and planted exclusive scoops with favorable journalists. Lincoln’s effective use of the press helped sway public opinion in the North and build support for his wartime policies and the abolition of slavery.
Theodore Roosevelt (1901-1909) – Dubbed the “first modern president,” Roosevelt enthusiastically embraced new technologies like the telephone and mass production newspapers. He hosted the first Oval Office press interviews and manipulated journalists to push his “bold progressive” image. Roosevelt also understood the growing importance of managing his public persona, carefully cultivating an aura of rugged masculinity through controlled photo ops and leaked personal anecdotes.
Franklin D. Roosevelt (1933-1945) – FDR led during the rise of radio and newsreels, skillfully wielding these new mediums. His fireside chats connected intimacy with an estimated 130 million listeners each week. Meanwhile, movie newsreels transported footage of the energetic president into every major theater, helping cement his leadership image during the Great Depression and WWII. FDR grasped the power of personalized mass communication better than any president before him.
John F. Kennedy (1961-1963) – Charismatic and photogenic, JFK was a natural for the emerging era of television. He hosted the first live presidential press conferences and carefully choreographed public appearances to maximize his youthful, leadership image. Tragedy cut his term short, but JFK’s savvy use of television underscored its enormous potential to shape perceptions of the modern presidency.
Ronald Reagan (1981-1989) – The Great Communicator, Reagan had a lifelong background in radio and understood the power of storytelling. He spoke in clear, folksy language that connected emotionally with audiences. Meanwhile, his polished televised speeches, press conferences, and debates emphasized optimism over policy details. This contributed to Reagan’s enduring popularity and effectiveness in advancing his conservative agenda.
Barack Obama (2009-2017) – As one of the first digital natives to assume the presidency, Obama adeptly leveraged new media tools and platforms. His campaign mastered voter targeting through analytics and established grassroots communities online. As president, Obama embraced social media, directly engaging the public through platforms like Twitter, Facebook, Reddit AMAs, and YouTube. This strengthened his connection to a new “wired” generation of voters and supporters.
Donald Trump (2017-2021) – President Trump shattered norms and revolutionized the modern presidency through his bombastic Twitter persona @realDonaldTrump. With over 88 million followers, Trump bypassed the press to directly communicate unfiltered thoughts to supporters daily. His lawless digital style polarized the nation but offered an unrivaled direct line into his id and base. Whether for better or worse, Trump proved no president can avoid grappling with social media in the Internet age.
Joe Biden (2021-Present) – In office during a time of deep societal divisions and raging informational battles, President Biden has taken a more traditional approach to communications. Emphasizing unity and civility, Biden grants regular press conferences and relies on prepared statements over off-the-cuff remarks. Interestingly, Biden has opted against using his personal Twitter account, instead centralizing output through official White House channels. Only time will tell if Biden’s more institutional strategy proves effective in cutting through today’s hyper-partisan media landscape.
From the personal correspondence of our founders to the tweetstorms of Trump, presidential public relations has constantly evolved alongside changes in technology and society over the past two centuries. Regardless of era or individual style, every commander-in-chief has understood the need to effectively communicate their agenda to the masses. Mastering the tools and tactics of their time has remained a vital part of cementing legacies and driving policy success from the Oval Office. Thestrategies may differ – but the challenge of shaping perception from behind the Resolute Desk continues.
Andrew Stroud