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Diversity Dimensions: Career Development 
August Diversity Dimensions By Rochelle L. Ford, Ph.D., APR Five PR Lessons from the 2008 presidential candidates' wives In a race for the presidency, the nominee is not the only person whose character, experience and history influence the success of the candidacy. Voters consider the quality of those who surround the nominee, especially the nominee's spouse. This election's candidates are aware of the impact potential first ladies Cindy McCain and Michelle Obama have as their words and actions are reiterated, analyzed and critiqued. The careful way these women interact with the media and constituents holds several PR lessons for the thoughtful professional..
"You have to be very careful in what you say . . . that's one of the really difficult parts both of running for president and for being the spouse of the president . . . everything you say is looked at and, in many cases, misconstrued," said current first lady Laura Bush in an interview with ABC News in June. Remember you are never off- camera in the PR world. Cell phones, text messages, photographs and videos can make little side comments big news. Say what you mean clearly, concisely and consistently.
In her 1985 senior thesis, titled "Princeton-Educated Blacks and the Black Community," Obama wrote, "My experiences at Princeton have made me far more aware of my 'Blackness' than ever before . . . no matter how liberal and open-minded some of my White professors and classmates try to be toward me, I sometimes feel like a visitor on campus; as if I don't belong. Regardless of the circumstances under which I interact with Whites at Princeton, it often seems as if, to them, I will always be Black first and a student second."
PR professionals must be sensitive to the complex emotions minority audiences may have. The goal of every organization should be inclusiveness.
It may seem like a double standard, but when someone from a minority culture shares a piece of their culture, it's often a learning experience or a sign of confidence. However, if a member of a majority culture uses another culture's slang or practices, it is more likely to seem patronizing.
When Obama was a guest host on "The View" June 18, she greeted her co-hosts by making a fist and tapping her knuckles against the others'. According to Wikipedia, this greeting originated among African-Americans, and became popular in U.S. White mainstream society in the 1960s.
Some bloggers and talk-radio hosts hated the gesture; others saw it as a sign Obama was relaxed and genuine. But had one of the other hosts initiated the greeting, it's likely many more would have found the welcome pandering.
You can't say an issue is irrelevant and then discuss it in every public appearance you make. On June 19, Cindy McCain told CNN's John King, "I do not think that spouses and family members, I'll broaden it out, are fair game. And I'm not saying that because of either treatment on either side." Sen. Barack Obama agreed that the wives and children of the candidates should not be put under media scrutiny, yet both Cindy McCain and Michelle Obama are on news shows, on talk radio and in feature stories positioning themselves and their husbands as the best choice to enter the White House.
When the media try to get you off script, stay positive and redirect the interview to your talking points. In an interview on "Good Morning America" June 19, Kate Snow asked McCain if she would feel safe with Barack Obama as president. McCain replied, "I would feel safe with my husband as president . . . Barack Obama is a fine man and Michelle Obama is a fine woman (but) this is about who would be better and I think my husband would be better." McCain stayed positive and focused on supporting her husband.
Rochelle L. Ford, Ph.D., APR, is associate dean, research and
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