Examines the press's treatment of Gerald Ford's presidency

Look Inside


1. Introduction - 1
2. Building the Image: The Vice Presidency - 15
3. Transition to Power: A Brief Honeymoon - 31
4. The Nixon Pardon and the Fall from Grace - 51
5. Attempting a Comeback (1975) - 87
6. Campaigning for Election (1976) - 129
7. For'ds Press Strategy: Retrospective Assessments by the Press Office Staff - 161
8. Evaluating Presidents and "Managing" the Press - 209

Bibliography - 235
Name Indew - 239
Subject Index - 245


Journalists offer a daily dose of commentary sizing up the president’s successes and failures, profoundly influencing the public’s perceptions of presidential performance. This study shows how leading journalists developed their perceptions of Gerald Ford, the criteria they employed in evaluating his presidency, and the nature and impact of their assessments of his leadership.
In The Press and the Ford Presidency, political scientist Mark J. Rozell uses a qualitative content analysis to investigate the national press coverage of the Ford administration. He explores the complicated relationship between what presidents say and do and how their words and deeds are portrayed in the elite press, demonstrating not only how press valuations vary over time, but also how certain impressions of a president take hold and resist change, even in light of conflicting evidence.
Rozell shows that a president and presidential image-crafters cannot script their own press coverage and expect journalists dutifully to follow the White House plan. Journalists have identifiable expectations of presidential leadership and performance. Indeed, Gerald Ford consistently fell short of these expectations, leading the media and, consequently, the public to resort to humiliating caricature when describing the president and his programs.
The Press and the Ford Presidency will be of special value to schools of the presidency mass media and politics, political communications, and political leadership. In addition, since the author’s research included interviews with numerous numbers of Ford’s White House staff, the book will appeal to scholars interested in oral history and to historians of the Watergate era and the Ford years.

“Mark Rozell has provided a well-researched and clearly written analysis of how the press defined the Ford presidency.  He shows that journalists’ perceptions were well-formed and persistent. His interviews with Ford’s communications personnel reveal how press coverage is received and managed in the White House.  The Press and the Ford Presidency is an important contribution to our understanding of the role of the media in politics.”
--Charles O. Jones, University of Wisconsin

“What happens when a president has one view of the presidency and the press has another?  What happens when a president and the press differ in their views of what’s ‘newsworthy’? These are the questions that Mark Rozell asks in The Press and the Ford Presidency.  Just as in his previous book, The Press and the Carter Presidency, he produces thoughtful, balanced, judicious answers.  Together these books are the start of what promises to be an important series in the presidency literature.”
--Stephen Hess, The Brookings Institution