The messenger is becoming as important as the message. State and local leaders have picked up a trick from their national counterparts: Lean into the partisan media outlets that like you; ignore the ones that don’t; and when in doubt, speak to your base directly through text, apps and social media.
“The media ecosystem is no longer dominated by objective outlets striving to inform a broad public,” says Daron Shaw of the University of Texas. “Instead, many news organizations cater to partisan audiences, driven by economic models reliant on subscriber loyalty.”
Talking to everyone, without fear or favor, is still the better long-term play. For officeholders, answering questions is an opportunity to influence the framing of their policies and decisions. Individual articles may not drastically sway voters, but the cumulative effect of media coverage shapes public perception over time. Favorable stories reinforce credibility, while unanswered inquiries often yield critical or one-sided narratives.
Shaw and his colleagues studied Texas GOP Gov. Greg Abbott’s media strategy during the 2023 legislative session. They found that when Abbott’s office responded to reporters’ inquiries, the tone of news coverage improved significantly. Stories where the governor’s office provided comments were notably more favorable. This engagement correlated with slight gains in Abbott’s public approval ratings.
Not all media inquiries are created equal and the study suggests the importance of being selective. Abbott’s office focused on responding to topics central to his agenda such as border security and immigration. Conversely, questions about controversial topics, such as the impeachment of state Attorney General Ken Paxton, were largely ignored.
The flavor of media outlet also influences response strategies. Conservative platforms like Fox News and Newsmax received the lion’s share of Abbott’s engagement, with more than 70 percent of their inquiries answered. Local television stations, known for community-focused reporting, also garnered substantial attention. Meanwhile, major Texas newspapers, seen as less ideologically aligned with Abbott, experienced much lower response rates. These choices were deliberate — tailoring responses based on the outlet’s audience and perceived editorial stance.
Importantly, the researchers say traditional media engagement should complement, not replace, direct communication through social media platforms. These tools allow officials to bypass traditional gatekeepers and speak directly to their audiences. However, such platforms may lack the credibility and reach of conventional or legacy media, particularly among older or less tech-savvy demographics.
The study also suggests this kind of strategic engagement needs to account for resource constraints. Responding to every media request is neither practical nor advisable. Instead, elected officials should focus on “high-impact” opportunities — such as interviews or detailed policy discussions — that allow them to control the narrative. Generic or hostile queries can often be put off without major repercussions.
Kirsten Kendrick has worked both sides of the communications fence. After working for former Washington Democratic Gov. Gary Locke, she became a journalist with KNKX, an NPR member station. As Kendrick notes, “It’s about finding the balance — prioritizing meaningful media interactions while staying focused on the work that matters most to your constituents.”
Kendrick emphasizes that a commitment to open and accessible government is foundational to democracy: “Returning a reporter’s call isn’t just about managing the narrative; it’s about respecting the public’s right to know.” The press has a traditional role as a government watchdog, holding officials accountable and ensuring transparency. Engaging with the media — even or especially when questions are tough — helps reinforce public trust in government.
