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

Still can't stand to look at her !

Flag Reply +7 rate up
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!

Flag Reply 0 rate up
djmworks March 02 2014 at 5:05 AM

When will she admit that Bill is a spousal rapist???????

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2 replies
art djmworks March 02 2014 at 5:18 AM

faux news bs

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Billy Rogers djmworks March 02 2014 at 8:03 AM

Perhaps, instead, you should admit that you really don't know what you're claiming.

Flag Reply 0 rate up
thomcit March 02 2014 at 4:33 AM

Right-Wingers (specifically, Tea-Partiers): In my opinion, you guys really are ignorant. I base that opinion on your child-like comments and copious use of the same, tired, old clichés. Congratulations. You guys will go down in history. You will be remembered as the splinter minority group who caused the "Grand Ol' Party" to implode, guaranteeing your own demise. The root cause will be very basic. Your ignorance and pre-existing biases were exploited by the very folks you supported. Historically, it's a very common theme (not that you'd know it). Your mimicry is merely obvious. All we need to do is tune in to Fox News or one of your favorite Conservative Talk Radio Hosts (most are successful, experienced Dee-Jays whose sole expertise is telling their audience what they want to hear) and we know what you will be posting. Of course, now their rhetoric is getting stale because you guys keep using the same old "buzz words". Sorry for the length. I did try to use small words.

Flag Reply +1 rate up
3 replies
Kevin Caldwell March 01 2014 at 11:37 AM

"Clinton advisers sought to soften her image"

In short "LIE"

Flag Reply +11 rate up
SRJimVal2 March 02 2014 at 4:03 AM

Surely there must be another candidate with a proven record of success doing good things for this country. With all the quibbling between the two parties, maybe an Independent would be a better leader and actually turn this country of ours around back to the land of the free and home of the brave!

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1 reply
flcounselor SRJimVal2 March 02 2014 at 6:42 AM

who do you have mind? Please share with us!

Flag Reply 0 rate up
1 reply
dstauff1093 flcounselor March 02 2014 at 2:43 PM

Tommy Lasorda

Flag 0 rate up
mbrheljr March 01 2014 at 11:50 AM

Pot...kettle...leopard...spots.

Need I say more?

Flag Reply +4 rate up
muffin March 01 2014 at 11:51 AM

Remember when asked about the 4 dead in Benghazi, she said, "What difference does it make?"

Flag Reply +5 rate up
queefluff2 March 01 2014 at 11:52 AM

Are they saying her honesty, integrety and murderous history will not be enough to get her elected? You can say that again.

Flag Reply +3 rate up
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