As speculation grows around who should — or will — be the next White House press secretary, my message to those intrigued by the brightest lights this side of Hollywood: be careful what you wish for.
The idea of being one of the most recognizable people in the country is going to be appealing to a wide swath of highly motivated individuals.
But for people who already have a big audience and following, there is little upside.
Why Hosts Already Have the Bigger Platform
I laughed when I saw Scott Jennings‘ name come up. Not because Scott would not be excellent at the job — he would be. But if you’re Scott Jennings, why would you take a sizable pay cut to say what someone else wants you to say, whether you believe it or not, when you already have several hours every day on radio and TV, nationwide, to share with your audience exactly what you think?
And let’s not forget, when you’re the host of a show, you control the narrative. You study the topics you and your audience care about for the following day. As a source noted to CNN about the position, “I don’t think people grasp how much studying is required to do that job, how much reading, how much thoroughly understanding every topic you could possibly be asked — I don’t think everybody recognizes how much work that is.”
And that’s where I think many people misunderstand the appeal of the position.
The public often confuses visibility with influence. A White House press secretary may become one of the most recognizable people in America, but recognition and influence are not always the same thing. The press secretary delivers the message. The people who often shape public opinion are the hosts, commentators, and analysts who interpret that message for millions of Americans every day.
The Career Calculus Has Changed
Twenty years ago, a job like White House press secretary may have been one of the quickest paths to national prominence. Today, that’s not necessarily true. Someone like Scott Jennings is already reaching millions of people every week on television and radio. In many respects, he’s already sitting in the seat many former press secretaries eventually hope to occupy.
Yes, there’s great recognition, and the post-career opportunities can be tremendous. However, most press secretaries ultimately end up in media anyway.
To be clear, this isn’t an argument against the job itself. For an up-and-coming political communicator, White House press secretary can be a career-defining opportunity. It can take someone from relative obscurity to national prominence almost overnight.
But if you already have a wildly visible and lucrative platform, what exactly would be the end game?
Scott Jennings isn’t trying to become a national voice. He already is one.
The Risk-Reward Math Doesn’t Add Up
That’s why the risk-reward equation feels completely upside down for someone in Jennings’ position. The downside is relentless scrutiny, daily controversy, and taking ownership of every decision made by the administration, whether you personally agree with it or not. The upside often amounts to a bigger perch in the media business after your time in government.
For someone who already has a national television presence, a successful national radio platform, and a loyal audience, that destination has already been reached.
I would also argue that Scott Jennings’ voice is more valuable in front of millions on TV and radio with regularity. The press secretary, whoever he or she ends up being, is going to have the talking points of the boss — that’s the job.
But then, it gets filtered through those in the media landscape who have sizable audiences.
And the icing on the cake: does anyone really want to have to spend time defending this Iran War? The gig doesn’t pay enough for that.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Pete Mundo is a weekly columnist for Barrett Media, and the Vice President of News/Talk for Cumulus Media, while also hosting “Mundo in the Morning” and programming KCMO Talk Radio in Kansas City. Previously, he was a fill-in host nationally on FOX News Radio and CBS Sports Radio, while anchoring for WFAN, WCBS News Radio 880, and Bloomberg Radio. He’s also the owner of the Big 12-focused digital media outlet Heartland College Sports. To interact, find him on X @PeteMundo.