Introduction
Dan Pfeiffer's book "Yes We (Still) Can" offers readers an insider's perspective on the Obama administration and the rapidly changing landscape of American politics. As a key member of Obama's team from the beginning of his presidential campaign through six years of his presidency, Pfeiffer provides unique insights into the challenges faced by the administration and the seismic shifts that led to the election of Donald Trump.
The book is part memoir, part political analysis, and part call to action for Democrats looking to navigate the new realities of American politics. Pfeiffer's account is both personal and analytical, offering a candid look at life in the White House while also examining the broader trends that have reshaped the political landscape.
Early Political Experiences
Pfeiffer's journey in politics began early, with a mock debate in seventh grade where he played the role of Michael Dukakis against George H.W. Bush. This experience taught him an important lesson about the power of simple, clear messaging in politics. Despite his extensive preparation on policy details, his opponent won the debate by repeatedly hammering home two simple points: Dukakis was weak on crime and wanted to raise taxes.
This early lesson stayed with Pfeiffer as he pursued his interest in politics through college and into his early career. While studying at Georgetown University, he secured an internship in Vice President Al Gore's office, where he impressed his superiors with his ability to quickly retrieve important documents.
After graduation, Pfeiffer joined Al Gore's 2000 presidential campaign, starting at the very bottom making phone calls to voters. His resourcefulness and work ethic quickly caught the attention of campaign leaders, leading to more substantial roles and setting the stage for his future in political communications.
The Obama Campaign: A New Kind of Politics
Pfeiffer's big break came when he was hired to join Barack Obama's 2008 presidential campaign. From the moment he met Obama, Pfeiffer knew this was a different kind of politician. Obama's approach to campaigning and his reasons for running were refreshingly authentic and mission-driven, rather than being based on poll numbers or political calculations.
The Obama campaign succeeded due to five key building blocks:
Attitude: Obama wasn't desperate for approval or validation, which gave him a unique freedom in his approach.
Scaling: The campaign had to grow rapidly from zero to full speed, adapting on the fly.
Culture: A "no drama" policy and strong loyalty among staff created a positive working environment.
Strategy: The campaign had a clear, simple strategy that everyone could understand and follow.
Message: Obama himself embodied the message of hope and change, making it authentic and compelling.
These elements combined to create a campaign unlike any other, one that ultimately led to Obama's historic victory in 2008.
Life in the White House: Managing Communications
As Obama transitioned from candidate to president, Pfeiffer's role evolved as well. He started as deputy communications director before becoming the White House communications director and eventually senior advisor for strategy and communications.
In these roles, Pfeiffer learned valuable lessons about managing press relations in the high-stakes environment of the White House:
The press isn't your friend, but they're not your enemy either. Building professional, honest relationships with reporters is crucial.
The role of reporters has changed dramatically with the rise of new media outlets and the pressure for clicks and controversy.
Honesty is always the best policy. Lying to the press destroys trust and renders a communications director useless to the president.
Pfeiffer's time in the White House coincided with significant changes in the media landscape that would have far-reaching effects on American politics.
The Changing Media Landscape
During Pfeiffer's tenure, the traditional approach of trying to "win the news cycle" became obsolete. With the rise of 24/7 news channels, social media, and mobile devices, news was no longer confined to morning papers and evening broadcasts. This shift required a new approach to communications strategy.
Several factors contributed to the changing media environment:
The internet and mobile technology hurt traditional media's ad revenue, leading to budget cuts and staff reductions.
The nonstop news cycle left less time for fact-checking and editing.
The Iraq War damaged public trust in mainstream media.
Fox News emerged as a partisan voice, blurring the line between news and political advocacy.
Social media, particularly Facebook, became a primary news source for many people, favoring sensational and controversial stories over factual reporting.
These changes created an environment ripe for the rise of "Trumpism" - a style of politics that prioritizes attention-grabbing headlines over substantive policy discussions.
Dealing with Fake News: The Birth Certificate Controversy
One of the most challenging aspects of the changing media landscape was the rise of "fake news" - deliberately false or misleading stories spread for political gain. The Obama administration had to contend with this phenomenon long before it became a household term, most notably in the form of the "birther" conspiracy theory that questioned Obama's place of birth.
Initially, the administration tried to ignore these baseless claims, hoping they would fade away. However, the persistence of the rumors, fueled by figures like Donald Trump, eventually forced them to respond.
Pfeiffer developed a two-step strategy to address the issue:
Release the birth certificate without advance notice to prevent media hype.
Have Obama address the issue separately, allowing him to control the narrative and highlight more important issues facing the country.
This approach successfully shamed much of the media for focusing on a non-issue while serious policy debates were being ignored. However, it also highlighted the growing challenge of combating misinformation in the digital age.
The Fox News Problem
Throughout Obama's presidency, Fox News emerged as a particularly challenging adversary for the administration. Pfeiffer argues that the network essentially functioned as a propaganda arm for the Republican Party, consistently promoting anti-Obama narratives and giving airtime to baseless conspiracy theories.
The administration tried various approaches to dealing with Fox News:
Initially, they attempted to exclude Fox from White House access, but this only allowed the network to portray itself as a victim.
They tried engaging directly, with Obama granting an interview to Fox, but found the network's hostile approach made meaningful dialogue impossible.
Eventually, they focused on bypassing Fox by reaching out to local stations and using social media to communicate directly with the public.
Pfeiffer's experiences with Fox News led him to conclude that future Democratic candidates need to develop strategies for dealing with partisan media outlets that masquerade as objective news sources.
The Power of Twitter in Modern Politics
As the media landscape evolved, Twitter emerged as a powerful tool for shaping political narratives. Initially skeptical of the platform's value, Pfeiffer came to recognize its importance during the 2012 presidential debates. He saw how quickly opinions formed and spread on Twitter, influencing the broader media narrative.
Pfeiffer offers several insights on effective use of Twitter in politics:
Authenticity is key. Trump's unfiltered tweets, while often controversial, resonated with his base because they were clearly his own words.
Twitter is an excellent tool for breaking news and communicating directly with the public, bypassing traditional media filters.
The platform can be used to shape narratives in real-time during major events like debates.
However, the instant nature of Twitter also presents risks, as demonstrated by Pfeiffer's own experience of accidentally tweeting an offensive misspelling while under anesthesia.
Leaving the White House: Health Concerns and Personal Life
After six years in the high-stress environment of the White House, Pfeiffer's health began to suffer. He experienced concerning symptoms, including episodes where he would lose feeling in parts of his body during tense situations.
Additionally, the demands of the job were taking a toll on his personal life. His relationship with his girlfriend, Howli Ledbetter (who also worked in the White House), was strained by the constant cancellations and unpredictable schedule.
With President Obama's blessing, Pfeiffer made the difficult decision to leave his position. The transition out of such a high-intensity job was challenging, as many former White House staffers struggle with the sudden absence of the adrenaline rush that comes with the role.
Life After the White House: Podcasting and Political Commentary
After leaving the administration, Pfeiffer took time to decompress with a six-week vacation in Southeast Asia. Upon returning, he took a position as a political commentator for CNN.
In 2016, Pfeiffer found a new outlet for his political insights when he was invited to co-host a podcast called "Keepin' It 1600" with fellow Obama alum Jon Favreau. The podcast, which featured candid discussions about current political events, quickly gained popularity during the tumultuous 2016 election season.
What started as a temporary project to cover the election evolved into an ongoing platform for Pfeiffer and his colleagues to continue engaging with politics and shaping the national conversation.
The 2016 Election: What Went Wrong for Democrats
Like many political insiders, Pfeiffer was confident that Hillary Clinton would win the 2016 presidential election. In retrospect, he identifies five key issues that contributed to her loss:
Sexist double standards: Traits that are often praised in male candidates, such as assertiveness and ambition, were held against Clinton.
Outdated notions of electability: Traditional ideas about what makes a candidate "electable" no longer applied, as demonstrated by both Obama's and Trump's victories.
Messaging failures: Trump's simple, repetitive messages proved more effective than Clinton's more nuanced approach.
Overreliance on data: While data is important, the Clinton campaign may have focused too much on numbers at the expense of building an inspiring narrative.
Economic messaging: Clinton struggled to articulate a clear economic message that resonated with working-class voters.
These factors, combined with the changing media landscape and the unique nature of Trump's candidacy, created a perfect storm that led to the surprising election result.
Lessons for Future Campaigns
Drawing on his experiences in the Obama administration and his analysis of the 2016 election, Pfeiffer offers several key pieces of advice for future Democratic candidates:
Be authentic: Voters respond to candidates who come across as genuine and true to themselves.
Craft an inspiring story: Data and policy details are important, but voters need to be motivated by a compelling narrative.
Develop a clear, consistent message: Simple, repeatable messages often prove more effective than nuanced policy explanations.
Adapt to the new media landscape: Understand how to use social media effectively and how to combat misinformation.
Address economic concerns: Ensure that your economic message resonates with working-class voters.
Be prepared to deal with partisan media: Develop strategies for engaging with or bypassing outlets that function more as propaganda than news.
Embrace new definitions of electability: Don't be constrained by outdated notions of what makes a candidate "presidential."
The Importance of Continued Engagement
Throughout the book, Pfeiffer emphasizes the importance of staying engaged in the political process, even (or especially) when things seem dire. He argues that the same energy and optimism that propelled Obama to the White House can still be harnessed to effect positive change.
Pfeiffer's own post-White House career, including his work in podcasting and political commentary, serves as an example of how former staffers can continue to shape the national conversation and advocate for their values.
Reflections on the Obama Legacy
While much of the book focuses on the challenges faced by the Obama administration and the subsequent rise of Trump, Pfeiffer also takes time to reflect on Obama's lasting impact on American politics and society.
He highlights several key achievements:
The Affordable Care Act, which expanded access to healthcare for millions of Americans.
The economic recovery following the 2008 financial crisis.
The legalization of same-sex marriage.
The Iran nuclear deal.
The normalization of relations with Cuba.
Beyond these policy achievements, Pfeiffer argues that Obama's presidency represented a fundamental shift in American politics, demonstrating that a candidate from outside the traditional political establishment could win the highest office in the land.
The Future of American Politics
In the final sections of the book, Pfeiffer turns his attention to the future of American politics. He expresses concern about the long-term impacts of the Trump presidency, particularly its effects on democratic norms and institutions.
However, he also sees reasons for hope. The grassroots energy that emerged in response to Trump's election, exemplified by movements like the Women's March and the surge in progressive candidates running for office, suggests that American democracy remains vibrant and resilient.
Pfeiffer argues that the key to future Democratic success lies in harnessing this energy while also addressing the legitimate concerns of voters who felt left behind by the political establishment. This involves not just crafting the right policies, but also developing new ways of communicating those policies to an increasingly fragmented and skeptical electorate.
Conclusion: Yes We (Still) Can
The title of Pfeiffer's book, "Yes We (Still) Can," is both a callback to Obama's famous campaign slogan and a statement of optimism about the future of progressive politics in America.
Despite the setbacks and challenges faced by Democrats in recent years, Pfeiffer maintains that the core values and aspirations that drove the Obama campaign remain relevant and achievable. He argues that by learning from past successes and failures, adapting to the new realities of media and politics, and staying true to their principles, Democrats can continue to push for positive change in America.
The book serves as both a fascinating insider's account of a historic presidency and a roadmap for those looking to shape the future of American politics. Through his experiences, analysis, and advice, Pfeiffer provides valuable insights for anyone seeking to understand the rapidly changing landscape of modern politics.
Ultimately, "Yes We (Still) Can" is a call to action, urging readers to remain engaged, informed, and hopeful about the potential for positive change in America. It's a reminder that while the challenges facing the country may be daunting, they are not insurmountable - and that the power to shape the future still lies in the hands of engaged citizens and principled leaders.
As Pfeiffer's journey from young campaign volunteer to senior White House advisor demonstrates, individual dedication and collective effort can have a profound impact on the direction of the nation. His story, and the lessons he draws from it, offer both inspiration and practical guidance for those looking to make their own mark on American politics in the years to come.