Memorandum To The President-Elect

The next U.S. president will face enormous challenges as communicator-in-chief, managing an increasingly complex and adversarial relationship with the press corps and responding to the bewildering needs of fragmented audiences that no longer rely solely on mainstream media for information. Perhaps it is time for a major revamp of White House communications functions which have remained largely unchanged since first introduced in the Nixon era. Traditional roles of actors like the White House press secretary need redefinition.