White House Communications Director: "We controlled the press"

The Obama campaign's press strategy leading up to his election last November focused on "making" the media cover what the campaign wanted and on exercising absolute "control" over coverage, White House Communications Director Anita Dunn told an overseas crowd early this year.

She said Campaign Manager David Plouffe put out Web videos so the campaign could avoid talking to reporters and focus the media message.

"Whether it was a David Plouffe video or an Obama speech, a huge part of our press strategy was focused on making the media cover what Obama was actually saying as opposed to why the campaign was saying it," she said. "One of the reasons we did so many of the David Plouffe videos was not just for our supporters, but also because it was a way for us to get our message out without having to actually talk to reporters. ... We just put that out there and made them write what Plouffe had said as opposed to Plouffe doing an interview with a reporter. So it was very much we controlled it as opposed to the press controlled it."

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