There's nothing worse for a press aide than losing credibility with members of the media. Yet that's exactly what's been happening to Gov. William Donald Schaefer's press secretary, Frank Traynor. In his efforts to put a positive "spin" on news relating to his boss, Mr. Traynor has taken liberties with the truth. One of his fictions last week was contradicted by the governor himself. Mr. Traynor's reaction? A cutely premeditated quotation to a Sun reporter that was as crude as it was rude: "Are you writing a book? If so, kiss my ass and make it a love story."
Not only does Mr. Traynor need a few lessons in etiquette, he also needs some fundamental lessons on how to gain good press coverage for his boss. He hasn't succeeded so far. In fact, the governor's public approval rating has plunged since Mr. Traynor was named press secretary. Instead of being part of the solution for Mr. Schaefer, Mr. Traynor is becoming part of the problem.