No matter what political stripe, elected officials, especially presidents, will face a series of challenges during their time in office. Some have their entire legacy marked by challenges…or scandal. Companies are similar. At some point they may be faced with a crisis that reflects negatively on their brand. So while the going is good wise communicators do whatever they can to burnish the brand’s – or the politician’s – image. Build the foundation of good public relations before the tidal wave hits. That’s why I like what the White House is doing with NBC. It is always a gamble when you let cameras behind the curtain but I think if managed properly it is a good way to put your brand (in this case, President Obama’s) in a light that will resonate with your target audience.
There are quite a few pro athletes using Twitter as a means of communicating with fans. But in what is believed to be a first, a sponsor has requested that an athlete, in this case Danica Patrick, join Twitter in a co-branded social marketing play. This is something I expect will happen on Twitter more often. Twitter actively engages a wide, defined audience in a way that may be more effective than trying to “push” consumers to an athlete’s website. It will be interesting to see how Danica balances the corporate spokesperson role with her role as an athlete with a fan base. 
