Our own views and client news.

Issue No. 1, 2025

In this issue of Crosswinds: We have had great success with our Branding Texas newsletter, which carefully tracks our state’s reputation inside and beyond the Texas borders. We now want to also provide, with this Crosswinds newsletter, an occasional compilation of our own views about our state and nation, along with insights and commentary on media, key issues, and culture. Additionally, this newsletter will share updates about the progress of our company and the accomplishments of our clients.


Thomas Graham

The First 30 Days of Karoline Leavitt—What Every Spokesperson Can Learn

When Karoline Leavitt assumed the role of White House Press Secretary, she inherited a podium demanding both command and composure.

Now, 30 days in, it is evident she has brought both in equal measure. Her tenure so far has been characterized by message discipline, a robust media strategy, and the ability to manage an often-adversarial press corps.

Leavitt’s strength lies in her capacity to control the narrative. From immigration policy to economic initiatives, she has consistently reinforced the administration’s messaging, avoiding pitfalls that can derail press briefings.

Her strategic repetition ensures that key points are not just heard but embedded in the public discourse.

What has she done well?

  • Message Discipline: She remains on-brand, never straying from prepared talking points.
  • Bridging & Deflection: She adeptly redirects tough questions back to the administration’s priorities.
  • Firm, Composed Delivery: Whether addressing contentious immigration questions or economic policy concerns, she remains measured and confident.

Her approach closely aligns with best practices outlined in Crosswind’s media training principles. She comprehends that every briefing is not just about responding to questions but about shaping perceptions of the administration’s policies. By controlling the tone, tempo, and direction of exchanges, she ensures that coverage remains focused on the White House’s priorities.

However, there are areas for refinement. Her reliance on scripted responses, while effective, can occasionally appear rigid. Additionally, while she navigates tense exchanges well, she must balance deflection and engagement to maintain credibility with the press.

Key takeaways for spokespersons

  • Control the Narrative – Do not just respond; redirect and reinforce key messages.
  • Use Strategic Framing – Phrases like “two things can be true at the same time” prevent misleading narratives.
  • Stay Confident, Stay Composed – A press secretary’s tone shapes the entire briefing.

Thirty days in, Leavitt has already demonstrated she is a formidable presence behind the podium. For anyone in public relations or media strategy, her approach provides a roadmap for handling high-pressure media interactions with precision and control.

If her first month is any indication, Karline Leavitt is well on her way to mastering the art of the press briefing.

 

Thomas Graham, president and CEO of Crosswind Media & Public Relations in Austin TX, is also the author of the Branding Texas column, which keeps a sharp eye on the way Texas is perceived by media and influencers beyond the borders of the Lone Star State.

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