Final answer:
Presidents use strategies like controlling information, engaging with the media regularly, invoking the bully pulpit, and managing public relations to ensure positive media portrayal. This is crucial during crises when they seek to unify and reassure the nation, often leading to increased approval ratings.
Step-by-step explanation:
Presidents and their advisors employ various methods to encourage the media to project a positive image of the president's activities and policies. Historically, strategies have included forming gentleman's agreements, bolstering loyalty, providing additional information to journalists, and employing the bully pulpit approach. Franklin D. Roosevelt, for example, kept journalists on side through agreements and exchanges, while John F. Kennedy engaged media through regular press conferences.
During times of crisis, presidents typically receive favorable coverage, which is amplified by their high visibility and symbolic role as the nation's leader. Journalist Mark Hertsgaard outlined seven principles of media management used during the Reagan administration, which have influenced modern presidential strategies, such as planning ahead, staying on the offensive, and controlling the flow of information.
Furthermore, presidents make strategic use of television appearances to instill unity and comfort the nation, often leading to a 'rally 'round the flag' effect and a subsequent boost in approval ratings. Such efforts were seen in President Bill Clinton's address following the Oklahoma City bombing.