The Marketing of Presidential Pets
By: Nancy Parish
Tags: Dogs, Life, Education, Animals, Pets

History

The Marketing of Presidential Pets

Why they’re an important part of the presidency

photo courtesy of archive.gov/ Robert Knudsen. White House Photographs. John F. Kennedy Presidential Library and Museum, Boston

The election of Joe Biden to the Presidency brings many things we missed during the Trump Administration. One of those things was the presence of pets in the White House. Donald Trump was one of the few presidents who chose not to keep a first dog or cat. He even mused about how silly he’d look walking a dog on the White House lawn. I don’t guess he’s much of a pet lover.

But the Bidens are pet lovers — they have two dogs, Major and Champ. Major, is getting a lot of attention because he’s the first rescue dog to take up residence in the White House. He was a foster failure courtesy of the Delaware Humane Association. Hopefully, this will bring an influx in shelter and rescue adoptions as a result. We can hope.

There’s a long presidential tradition of pets in the White House. One of the many traditions skipped by the Trump administration. The world seems a kinder place with two furry friends offering the new president love and support during what has already proved to be a tricky transition.

Champ and Major have already made appearances during the campaign and their pictures were frequently shared on the President-elect’s Instagram account. One campaign ad included the caption, “Let’s put dogs back in the White House.” It included a photograph of Biden and his dog Champ. Incidentally, when Biden was vice president, he sometimes presented kids he met with plush versions of the German shepherd.

First pets are often called upon for their public relations skills

Champ and Major aren’t the first Presidential pets to be called upon for their public relations skills. First pets have been used in this capacity before with mixed results.

When President Clinton was having some difficulties, the White House and press corps showed pictures of him walking his dog Buddy. Apparently, he chose to adopt Buddy so he would have a “loyal friend in Washington, D.C.” I don’t know if that was true, but it provided a sympathetic picture of President Clinton at the time he needed it the most.

The pictures of President Obama jogging down the colonnade to the West Wing with his dog Bo exuded the youthful confidence of his administration. Teddy Kennedy insisted on giving the Obamas their first dog. He kept Portuguese waterdogs, loved the breed, and knew the dogs would be a great choice for the Obamas as well.

Caroline Kennedy famously rode her pony, Macaroni on the White House lawn, and the picture of the event made the cover of Life Magazine and inspired the song, Sweet Caroline by Neil Diamond.

President Wilson’s decision to let sheep graze on the White House lawn to avoid paying for the manpower required to cut the expansive green space was met with enthusiasm. The wool from the sheep was sold and raised $50,000 for the Red Cross. The move helped to solidify the Wilson family image as a “Rationing American family.”

Several first pets have published their own books — bestselling books. The Clinton pets, Socks the cat, and Buddy the dog answered kids questions in a picturebook. George H.W. Bush’s dog, Millie, also published a popular book about her adventures as the first dog.

Public relations efforts can backfire

Things don’t always work out as they planned, as President Johnson could attest. He received significant backlash from animal lovers when he held his beagle by the ears in front of the White House press corps.

When Jackie Kennedy visited Pakistan, she went horseback riding with the President of Pakistan. He became enamored of her and gifted her the horse, Sarder, she rode during her stay. Mrs. Kennedy pleaded with her husband to keep the horse, the president gave his okay, and the horse was given special treatment on the route home. He was flown to the United States via an air force plane. The horse was granted dispensation and skipped Customs. This drew the ire of a Republican Congressman who had been refused seating on a military transport since he wasn’t part of the military.