This book traces the evolution of White House news management during America's changing media environment over the past two decades. Comparing and contrasting the media strategies of Bill Clinton, George W. Bush, and Barack Obama, it demonstrates the difficulty that all presidents have in controlling their messages despite a seemingly endless array of new media outlets and the great advantages of their office. Facebook, Twitter, Instagram, Snapchat, and YouTube notwithstanding, presidential power still resides in the "power to persuade," and that remains as challenging as ever. The book also looks at the media management strategies of candidates during the nomination phase of the 2016 presidential campaign and projects ahead to what the next president's online presence and persona might most successfully entail.