President Biden is taking a different approach to public relations than his predecessors by giving fewer interviews to the press but instead commending influencers. The goal is to use those influencers to spread his message and agenda to a wide audience.
This strategy is part of Biden’s desire to “go small” with his communication. Public interview now requires Pentagon level security, and to keep the White House press corps away, Biden is doing fewer interviews. Insted he is speaking with influencers – those with large social media followings and sway among large swaths of the public.
Biden is also engaging with a range of influencers unlike previous Presidents, from celebrities to local leaders, from faith-based leaders to tech innovators. By casting a broader net he can increase the level of outreach and reach high priority audiences. Biden has held intimate conversations with all kinds of influencers, from NBA stars to magazine editors, encouraging them to push out his vision to their audiences.
Biden’s approach is also a response to President Trump’s attacks on journalists and the media at large. Biden sees this approach as a way to have his message heard without the partisan bickering or direct criticism from the press. He hopes that his engagements with influencers will help to promote his message more effectively without the distraction of controversy.
So far, the strategy is paying off. Biden’s approval ratings remain high while his adversaries have yet to derail his initiatives. It appears that going small with public relations can often pack a big punch.