PR Stories: Obama and Medvedev conversation is “caught” by spinning media

By Nick Augustine, a PR storyteller

Breaking news on CNN this morning, shared an exchange, between U.S. President Barack Obama and Russian President Dmitry Medvedev. Obama: "This is my last election. After my election, I have more flexibility." Medvedev: "I understand you. I transmit this information to Vladimir, and I stand with you."

Cameras and audio equipment used for photo opportunities at the end of the presidents' meeting at the 2012 Seoul Nuclear Security Summit recorded the exchange between Obama and Medvedev. The subject of the recorded conversation involves the missile defense systems. Concerned about protection against an Iranian strike, the debate about missile defense systems attracts media attention.

PR Angle: There are several ways to construct the hook of this story. Think about the different ways you could present the information. Here are some potential sub headlines:

(1) U.S. and Russian presidents anticipate technical expert reports;

(2) Obama focuses on winning his election, not national security;

(3) Obama's foreign policy efforts strengthen relations with Russia;

(4) Russian President agrees to wait until after re-election to discuss missile defense system;

(5) U.S. and Russian presidents work together to protect freedom and national security.

Notice how many ways you can frame an issue by how you word the title. Rest assured that political and fear machines on the left and the right will spin this story to engage their audience and elicit supporting dialogue.

The word "Caught" used by CNN, referring to the exchange between the presidents, presumes impropriety.

What if CNN said, the camera and audio "recorded" an exchange, would you react differently?

During the next several months, the politicians and rhetoric machines are going to turn up the volume. Take notice the words and arguments and spin from both sides.