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The reality is that whether it was a David Plouffe video or an Obama speech ... a huge part of our press strategy was focused on making the media cover what Obama was actually saying -- as opposed to why the campaign was saying it, what the tactic was.... One of the reasons we did so many of the David Plouffe videos was not just for our supporters, but also because it was a way for us to get our message out without having to actually talk to reporters. We just put that out there and make them write what Plouffe had said -- as opposed to Plouffe doing an interview with a reporter. So it was very much we controlled it, as opposed to the press controlled it. And it did not always make us popular with the press... increasingly by the General Election, very rarely did we communicate through the press anything that we didn't absolutely control.
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