The transformation of going public: President Clinton, the first lady, andhealth care reform

This article examines the "going public" thesis in the context of U.S. Pres ident Clinton's health care reform campaign in 1993 and 1994. This case stu dy highlights the changing nature of presidential public relations. The nov el use of the first lady as a public spokesperson for a presidential initia tive also raises new questions about presidential public relations and its impact on congressional behavior. Data for the study include appearance and speeches by the president and first lady concerning health care reform ove r a 11-month period. Results suggest that certain presidential public activ ities assist presidents in gaining public support for their policies. Howev er, most presidential public efforts may be twarted by issue advertising fr om opponents in a more combative public environment. A going public strateg y may not provide a forum to explain sophisticated policies and to build al liances in support of these policies over a substantial period of time.