"The fact of the matter is that the time when President Kennedy started televised press conferences there were only three or four newspapers in the entire United States that carried a full transcript of a presidential press conference. Therefore, what people read was a distillation... We thought that they should have the opportunity to see it in full." - Pierre Salinger, Press Secretary to President Kennedy, John F. Kennedy Library Oral History Interview, jfklibrary.org
From a podium in the State Department auditorium, Kennedy read a prepared statement regarding the famine in the Congo, the release of two American aviators from Russian custody and impending negotiations for an atomic test ban treaty. He then opened the floor for questions from reporters, answering queries on a variety of topics including relations with Cuba, voting rights and food aid to impoverished Americans.
Ever since his televised presidential debate with Richard Nixon in 1960, Kennedy had been aware of the media’s enormous power to sway public opinion. On that day, Kennedy had appeared rested, well-groomed and in control. Nixon, on the other hand, was not as telegenic as Kennedy and appeared sweaty and flustered. His five o’clock shadow created more of a stir than his responses to the moderator’s questions.
Kennedy knew that, in a televised news conference, his appearance would count almost as much as what he said. On this day in 1961, the president exhibited a calm demeanor and responded to reporters’ questions with intelligence and decorum. Kennedy’s ability to project charm, intelligence, strength and openness defined the presidential image in the age of mass media.
Live press conferences gave the public an opportunity to not just read about details of the presidential policies and proposals, but also see more into their personality and brand of leadership. With the changes in technology, choices for venues for the conferences have changed by presidency as well as the type of press session where presidents feel the most comfortable responding to reporters. Today’s live television allows presidents to have increased contact with reporters, but allowing them to do it on their own terms. It is estimated that approximately 65 million people tuned in to watch.
From the auditorium of the State Department, President John F. Kennedy’s press conference was carried live on both radio and television. Although President Woodrow Wilson held the first presidential press conference on March 15,1913, and President Eisenhower held the first televised (film footage) press conference January 19, 1955, President John F. Kennedy was the first to use the medium of television to address the American people live without delay or editing.
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