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Clinton advisers sought to soften her image

WASHINGTON (AP) - Hillary Rodham Clinton's advisers sought to "humanize" what they saw as her stern, defensive public image during her husband's White House days and as she embarked on her groundbreaking Senate campaign in New York.

"Be real," wrote adviser Mandy Grunwald in a July 1999 memo as Clinton prepared for a Senate campaign. In the memo, the adviser urged the first lady to "look for opportunities for humor. It's important that people see more sides of you, and they often see you only in very stern situations."

Thousands of pages of documents released Friday by the Clinton Presidential Library reveal the first lady's struggles with the health care plan during the 1990s, "an aversion" to the Washington press corps and her transition into a political candidate in her own right as the Clinton administration ended.

Clinton is the leading Democratic contender to succeed President Barack Obama, though she has not said whether she will run. The nearly 4,000 pages of records, the first of more than 25,000 expected to be released in the next two weeks, underscore her attempts to appeal to average Americans and her aides' advice that she show a more human side, reminiscent of problems that surfaced in her 2008 primary loss against Obama.

Clinton's public image has been a hotly debated topic throughout her career and could linger into any presidential campaign in 2016. She generated headlines during her husband's 1992 campaign when she defended her work as an attorney instead of being someone who "could have stayed home and baked cookies." Her role in the health care reform effort was criticized as Democrats were routed in the 1994 elections. Establishing herself in the Senate, Clinton lost to Obama in the 2008 Democratic primary but has become one of the most admired women in the world, watching her popularity grow as Obama's secretary of state.

The documents provide more details about the concerns in her own camp about how she was perceived by the public.

As the first lady began her bid for the Senate seat, Grunwald coached her to keep her tone conversational and "don't be defensive" when handling "annoying questions" from the media. Grunwald said Clinton was sure to be asked about her husband's Senate impeachment trial earlier that year and encouraged her to acknowledge "that of course last year was rough."

At the White House, Clinton's press secretary, Lisa Caputo, encouraged the first couple to capitalize on their 20th wedding anniversary as "a wonderful opportunity for Hillary" and also suggested she spend more time doing White House events celebrating first ladies of the past.

In a lengthy August 1995 memo to Clinton adviser Maggie Williams, Caputo wrote that the first lady had an "aversion to the national Washington media" and suggested staffers in "Hillaryland" socialize more with members of the press corps as a way to help the first lady, saying it would "humanize her and show the press the good person that she is."

"I believe if we were all out there consistently, we would erode the notion in the press that sometimes exists of Hillary being in a bunker mentality."

The memo even proposed the "wild idea" of having Clinton do a guest appearance on a popular sitcom of the day, "Home Improvement," which might "present Hillary in a very likable light."

As she prepared for a 1995 trip to China and Mongolia - Mrs. Clinton famously declared at a United Nations conference in Beijing that "human rights are women's rights, and women's rights are human rights" - her staff advised her on the press corps who would be traveling with her, noting who was fair or "fans" of Clinton.

The documents also speak to Clinton's failure to pass a sweeping health care law, an early blow to her standing and perhaps a liability should she seek the presidency in 2016. The ill-fated proposals in 1993 and 1994 became a Republican rallying cry in midterm elections that gave the GOP control of the House and Senate.

As obstacles mounted in September 1993, Clinton told House and Senate Democrats that "unfortunately, in the glare of the public political process, we may not have as much time as we need for that kind of thoughtful reflection and research."

The meetings also showed that Clinton was doubtful that a health care law with a universal mandate - requiring people to carry health insurance - would be approved. In 2007, when she ran for president, Clinton made the "individual mandate" a centerpiece of her health care plan.

But it was Obama who shepherded into law a health care proposal in 2010 that has many similarities to the Clintons' efforts, including a requirement for all individuals to carry insurance. Republicans have signaled their intention to make it an issue if Clinton runs.

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Pllc15 March 01 2014 at 10:36 AM

Very interesting. Even during her run for the presidency in 2008, she often came across to me as very strident and ill-at-ease with herself. Her "what difference does it make" moment before Congress indicates she may still have to deal with those problems when engaging the public at large.

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dynomuttandbluefalcon March 01 2014 at 11:24 AM

Removal of documents[edit]
Within hours after the death of Vince Foster in July 1993, chief White House counsel Bernard Nussbaum removed documents, some of them concerning the Whitewater Development Corporation, from Foster's office and gave them to Margaret Williams, Chief of Staff to the First Lady. According to the New York Times, Williams placed them in a safe in the White House[22] for five days before turning them over to their personal lawyer.

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MERLIN March 01 2014 at 11:25 AM

evil can not hide

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Hi Steve & Anne March 01 2014 at 11:26 AM

Still can't stand to look at her !

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me26250 March 02 2014 at 7:49 AM

If she wins, it will be the last nail in the coffin for America

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2 replies
Billy Rogers me26250 March 02 2014 at 8:05 AM

No, dear, only in your own coffin of your own making...which...actually wouldn't be such a bad idea!

Flag Reply 0 rate up
frandicino me26250 March 02 2014 at 10:08 AM


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thomcit March 02 2014 at 5:37 AM

I've read a few comments stating that we need to bring jobs back to America. Hey, in this new and growing global economy, "CAPITALISM" is working. Yeah, it was great when our primary competitors were other American companies. But now, a growing number of nations are welcoming our companies. We are no longer competing with ourselves. Of course, in those nations, average workers are paid very low wages, have no benefits and no worker safety laws to protect them. There are no laws to protect the people from polluted air, polluted groundwater or industrial accidents etc. But, the workers are happy to live on a subsistence income. If Americans would be willing to accept $1-$2/hour, zero benefits, zero regulations and an exponential increase in industrial accidents, I'm sure our Corporations would be more than happy to accommodate us. Of course, this would mean a return to "the good ol' days" when industrial smoke hung over our cities and sludge floated to the top of our rivers. Drugs would no longer be tested. We'd be forced to take the pharmaceutical industry's word that they were safe. Did you know that many harmful drugs recalled in America are marketed in those nations who have no regulations? Our tobacco companies are lacing cigarettes with greater quantities of nicotine and exporting/marketing them to nations who have no regulations. If the highest "Earnings Per Share" for stockholders remains the singular goal, our only way of competing with the rest of the world will be the alternatives described above. After all, that would be CAPITALISM in its purest form.

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Kevin Caldwell March 01 2014 at 11:37 AM

"Clinton advisers sought to soften her image"

In short "LIE"

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sun1045 March 01 2014 at 4:43 PM

Just another political thug...

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djmworks March 02 2014 at 5:09 AM

Gov Jerry Brown is about to be her undoing!!

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1 reply
Billy Rogers djmworks March 02 2014 at 8:04 AM

No, you're your own undoing!

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mbrheljr March 01 2014 at 11:50 AM


Need I say more?

Flag Reply +4 rate up
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