Comms efforts begin in earnest as President Obama unveils $447bn job stimulus package

WASHINGTON: President Barack Obama last month used a nationally televised speech to unveil his $447 billion job stimulus package and transfer the onus back to the Republican Party – daring them to vote down or delay the legislation.

During his speech, Obama urged Congress to pass the American Jobs Act 17 times.

“He had to make the conversation less about his plan and more about those critical of it,” said Stan Collender, partner at Qorvis Communications.

If Republicans vote it down, they will likely be cast as obstructing progess in the Senate in a mission to defeat Obama next fall. If they support the plan, they will enter a reelection year with the Democrats celebrating an important legislative victory.

The name of the legislation also put pressure on the GOP, said Rachel Kerestes, strategy director at brand shop MiresBall.

“Branding it the American Jobs Act is a smart move,” she added. “It shows how he's put a stake in the ground. It reminds me of the Patriot Act. If you vote it down, does it mean you are against patriotism or, in this case, jobs?”