Speakes Speaks for Reagan

A lot of government and corporate public affairs and public relations people, as well as speech writers and ghostwriters, are having a good laugh over the naivete of seasoned news reporters who now profess to be astonished that Reagan’s former spokesman would take it upon himself to “make up” quotes for the boss, and current spokesman Marlin Fitzwater’s “outrage” that his predecessor (Speakes) could have done such a terrible thing (Part I, April 13).

We are laughing because every day, the news-hungry media, in their haste to meet their sacred deadlines for television, radio and newspaper stories, badger PR people and spokespersons for private and public officials for a “comment” or a “reaction” or a “statement” about situation X, Y or Z. There may be nothing worth saying about situation X, Y or Z, but the media are insistent about their need to report something that is quotable. They don’t like to hear that a corporate head or public official has no comment to make, is unavailable or that there has not been sufficient time to properly analyze the situation and develop a more comprehensive response.

Given the nature of the situation, do reporters really believe that every word of every quote or statement has actually been stated or written or prepared by the person to whom it is attributed?

While it is certainly preferable to be able to check out in advance the wording of a statement that we might draft for someone, it is not always possible or practicable. One of the duties and skills of a good spokesperson is to know enough about the boss and company policy to be able to “make up” a statement that reflects correctly what might be said in a certain situation and to provide it to the news media when asked. After all, if we couldn’t do that or if we missed the mark too many times, we wouldn’t last long in our jobs.

One can only wonder what the reaction of the press would have been if Speakes, being asked what the President had said to Soviet leader Mikhail Gorbachev as the two leaders sat down to discuss serious matters of world significance, had replied, “Nothing.”

Do reporters really expect to hear the President or Gov. George Deukmejian or Mayor Tom Bradley say, at the end of a statement, “Thank you, and I want you to know that these great words were written for me by Ms. Jones in my public affairs office.”

To the news business and to Fitzwater, I say, “Lighten up.” (That’s an actual quote from me.)

SHEL ERLICH

Van Nuys