How PR Could Have Saved Nixon: Lessons in Transparency

'Everything you do or say is Public Relations' - Unknown

The word 'transparency' for me brings back memories of my very favorite history lessons; I can remember being on the edge of my seat listening to my teacher tell us all about a man named Richard M. Nixon. You might have heard of him?

Richard Nixon has always fascinated me; I've read countless books and articles profiling his life, and even produced a podcast on the lasting impacts of the Watergate Scandal. He was, in many ways, a political underdog. He became the President in 1968, but he also lost several races; once, at a reception following his gubernatorial defeat in California, he shocked over 100 reporters with a frustrated statement - one which would come to characterize his legacy in many ways.

Nixon had just lost his home state. This defeat was a painfully deep personal and professional cut. Standing on the stairs of the Beverly Hilton Hotel - cameras rolling and microphones everywhere - Nixon said 'You don't have old Dick Nixon to kick around anymore. Because, gentlemen, this is my last press conference.'

The former Vice President and would-be President of the United States was, effectively, giving the press the finger. Nixon had an extremely complicated relationship with the media; understand first that at that time, Newspapers and Cable News were KING. They ruled the narrative, and the American people had exponentially more trust in their news outlets than they do today. Nixon found the press to be 'hostile' and 'crooked' - especially when they published unfavorable facts or stories about him.

John F. Kennedy outplayed Nixon in the 1960 Presidential race by using the media to his advantage, rather than boxing them out. He was younger, had nice hair, spoke with a slow New-England-Drawl, and was overall, much more handsome than Nixon. Kennedy wanted to be on camera; he presented an image of vitality. Nixon, on the other hand, played defense. He allowed access to the press only when necessary and was known to meticulously orchestrate and script any of those occasions. He appeared to be nervous and sweaty under the heat of stage lights and lacked the debonaire aura that Kennedy had.

In this article, I'll outline how PR could have saved Richard Nixon - and along the way, we'll examine some of the critical mistakes that would lead to the demolition of his legacy and status as the 37th President of the United States.

The Beginning of the End - The Watergate Scandal

To compound his distaste for the press, many recounted Nixon as an aggressive and very paranoid individual; he was known for distrusting his inner circle and taking matters into his own hands as often as possible. Behind closed doors, he was direct, logical, and cold. He didn't spare curse words or vulgaries in conversation.

In 1971, The New York Times began publishing what we call 'The Pentagon Papers' - a series of leaked documents detailing the DoD's secret history of the Vietnam War. As a result, Nixon recruited a group of former intelligence operatives to investigate the leak; they would come to be known as 'The Plumbers.'

On June 17, 1972, The Plumbers broke into the Democratic National Headquarters (DNC) and were caught by a night watchman doing his rounds. The Plumbers were arrested, and this began the very public unraveling of a massive covert espionage operation. One which would eventually lead directly to the Oval Office.

Soon, The Washington Post began covering Watergate closely - prompting Nixon to fly into action. He launched internal 'investigations' and worked to build the appearance of presidential deniability. What he didn't do, is engage the press. He resisted direct interaction and tended to vilify their coverage, framing the investigations as more of a political 'witch hunt.'

The Post would soon find financial ties between Nixon and those involved in the break-in. Later, the FBI would report that they had also found connections between the break-in and President Nixon.

Despite the stir, Nixon won the White House again in 1972. Soon, Americans would watch on camera Senate Trials in their living rooms. Major members of the Cabinet are dragged in front of a committee and asked burning questions. Revelations about the President's deep involvement in several high crimes became clear to the public. Nixon is reeling behind closed doors.

The final undoing of Nixon would be his paranoia; in his first term, Nixon ordered secret tapings of all audio conversations from the Oval Office and Camp David. The prosecution ordered those tapes to be turned over, and Nixon fought it tooth and nail. In the end, he lost. The transcripts were turned over in April of 1974.

On August 8th of 1974 - for the first and only time in our young nation's history - the President of the United States resigned. He was on camera, seated at the Wilson Desk, in the Oval Office. He addressed the American People and left them with sentiments such as 'I have done my very best in all the days since [I took my oath] to be true...'

Everything He Didn't Do

The tangible call and expectation for transparency in the United States arguably started at the close of the 1970s; President Nixon had lied to the American public (many, many, many times), and the curtain was pulled back for the first time. The public demanded more accessible processes, was watchful and weary of politicians, and paid close attention to those who would occupy 1600 Pennsylvania Avenue in the years to come.

Now that you know how it ended for old Dick Nixon, and that he hated the press, what conclusions can we draw? Is there another strategy that could have saved him - or at least saved some semblance of his legacy? Let's dive into it.

Rather than ask the question 'What could he have done?' I think the better question is 'What didn't he do?' As we mentioned, Nixon played hardball with the press. Instead of leaning forward and fostering trust, he withdrew and wasn't authentic when he did interact with the media. Because of this, he wasn't ever really able to connect with the people and sway their opinions.

In fact, his lack of public address fostered a perception of guilt far before the substantive proof came out - and when you're found guilty in the court of public opinion - the charges are final. No courtroom acquittal will ever save you.

Here are a few tactics I would have recommended to President Nixon, had he been my client in late June of 1972:

1. The Race is Over - Take Your Lumps: If Nixon had been honest with himself and his advisors, he'd have known that the jig was up the moment The Plumbers were arrested. I would have strongly urged the President to stop running from the press; instead, invite them in. When you send an invitation rather than submit to the flock of attention, you at least retain some sense of control. Tell the truth and omit no necessary detail - but on your terms. You choose the starting narrative in this situation, and there is power in that. Rather than await the guillotine and pretend it's going away, get out in front of that train, let it hit you, and dig your heels in until it stops.
2. Turn a Big Problem into a Big Opportunity: Being caught in a web of lies, publicly and on National Television, is pretty much as bad as it gets for a President; in one fatal swoop your credibility has evaporated. You must build it back if you want to move forward. We must find a way to turn this awful mess into something prettier. How can you use this mistake as an opportunity to reinvent yourself as a politician, protect your legacy, and grow? You have two choices; reinvent yourself or allow the press to do so for you. We must work to replace the reality of this mistake with another reality - one where you really 'aren't a crook.'
3. Clean Up & Move on: While you can't fire everyone who works for you, there are some who will, unfortunately, have to go. You must distance yourself from this issue. Remember though, distance does not equal guilt. Having most of the mess cleaned up before the cavalry arrives is usually a good move; the fewer members of the cabinet dragged in front of a Senate hearing, the better. Their tagline should read 'Former White House Staffer' - not 'Aide to the President.' So, in summary, you must wash up your dirty laundry now or they'll air every piece of it later. And then, they'll talk about it for hours and hours. Every. Single. Day. Let's minimize the opportunity for that to happen.

Can I say with confidence that these three things would have saved Nixon? No, they likely wouldn't have saved him - but they would have gone a long way. You can't undo something like this, but you can build something new that eclipses that negative collective memory in some ways.

There is a reason that the Media in the United States is called the Fourth Estate; they hold power that is unique and unshared. They get to frame the narrative and shape international discussions with the written word - and the best part is that they get to publish it with or without your permission.

So, welcome it. Embrace it. Give the Fourth Estate a kiss on the cheek, if you must. They'll write about you regardless, but you do have the ability to influence their perspective. They're humans, not robots. But they have a responsibility to be truthful and fair. Free press is the foundation of American Democracy, and it isn't going away anytime soon.

Learning from His Mistakes

Let us learn from old Dick Nixon's 'Dirty Tricks' - and work together to build a stronger and more transparent framework for public relations and communications. We are not Spin Doctors.

We aren't hired to cover things up; we're hired to help you through the reality and consequences of your actions. Those are two starkly different things. If you have a client who is terrified of the media (and I know you do) - find a way to encourage them to step into the sun.

Light is a natural disinfectant. Very few things can grow in darkness. Your public brand is surely not one of them. Problems, scandals, and lies all thrive in darkness, though, don't they? Nixon sure taught us that.

If you're looking for a coverup, don't call a PR Professional - call a Plumber and be sure to let me know how that goes for you.

My Very Best,

Colton W. Wolf

Professional Communications Consultant

Contact Colton ??