University of Virginia Library

Persuasion

First, President Nixon has
repeatedly demonstrated that he
has finally mastered what may be
the Presidency's greatest power—
persuasion — and that power is
multiplied by a President's unique
command of the media, especially
television. President Nixon has
specifically mastered the medium
which, observers say only half in
jest, has become the message of the
Nixon Presidency.

Only for the asking may the
President — any President — speak
personally to 50 million television
viewers and radio listeners. And
only by making a slightly
interesting remark on any public
matter will the President — any
President — find his words
reported, usually at length, on page
one.