Despite the fact that White House Press Secretary Robert Gibbs and Deputy Press Secretary Bill Burton have been active on Twitter as of late, the Obama administration is trying its best to not let the ever increasing speed of the news cycle affect its communications strategy.

Tracy Sefl, a Democratic media strategist and senior vice president of Navigators Global, a Washington communications consultancy, told media reporter Jeff Bercovici:

“If Obama didn’t believe the news cycle was important, he wouldn’t have such a robust communications apparatus,” says Ms. Sefl. But no president, no matter how obsessed with managing the media, could possibly afford to engage with it on the hyper-granular level it now operates on. “If the White House did the same dance that the press does on the minute-by-minute news cycle basis, I can’t imagine anyone there would have the stamina to get up every day to do their jobs,” she says.

However, if Obama and his senior advisers are focused on long term messaging, that doesn’t mean Gibbs and his team aren’t focused on the daily grind.

Gibbs said recently, “the news cycle starts at 5:00 a.m. in the morning. It lasts probably until 10:00 or 11:00 at night. It sleeps only a little bit before it all starts again. And on occasion we want to get ahead of what the news is going to be that day by letting folks know.”

In this case he was describing authorized leaks, but the statement shows how the administration is focusing both on the “long” and “short” news cycles.

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After being named in one of several New York Times bombshells about Governor David Paterson, press secretary Marissa Shorenstein resigned today. She was named directly as an active participant in an effort to cover up domestic abuse allegations involving the Governor’s closest adviser David Johnson. Luckily for her, her call to the victim didn’t go through. Shorenstein told the Observer’s PolitickerNY blog on March 2nd that she hired a lawyer as a result.

Shorenstein was one of the last communications officials still with the Governor. Tracy Sefl left in January before the series of stories hit, and director of communications Peter Kauffman left on March 4th.

Morgan Hook, a former TV reporter, was quickly upgraded from upstate press secretary to director of communications upon her departure.

Here’s Shorenstein’s full statement:

continued…

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“Unfortunately, as recent developments have come to light, I cannot in good conscience continue in my current position,” Kauffman said in a statement.

Via the Daily News:

This comes on the heels of yesterday’s ethics charge against the governor in which it became clear that Paterson had not been truthful with Kauffmann about the circumstances surrounding the World Series game for which he obtained tickets from the New York Yankees.

Paterson’s top strategist and spokesperson Tracy Sefl resigned on January 22nd.

RELATED: Gov. Paterson Press Secretary Named in Latest Times Bombshell

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Less than a month after leaving her post at Governor David Paterson‘s office, Tracy Sefl joins Nassau County DA Kathleen Rice as a strategist in her bid to replace Andrew Cuomo as New York Attorney General. At least four Democratic candidates are expected to run for that office.

In the press release, Rice said of Sefl, “I trust Tracy’s political judgment, her integrity, her passion for progressive politics and her ability to effectively communicate with the public and with members of the media.”

Sefl was part of Paterson’s communications team for just under a year. As PRNewser noted last week, the Governor seems to rely more on his inner circle of advisers including David Johnson, the subject of the “bombshell” New York Times story that was expected to force a resignation.

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Top strategist and spokesperson for New York Governor David Paterson Tracy Sefl resigned today, citing business reasons. She took the position eleven months ago, in a complete shakeup of the embattled Governor’s inner circle. Sefl is a veteran Democratic strategist who has worked on the Hillary Clinton presidential campaign, as advisor to Terry McAuliffe during his time at the DNC, and as the rapid response person for the Kerry-Edwards campaign in 2004.

According to a statement to select members of the media this morning:

“I wanted to share with you that effective today I will no longer be serving as an advisor to Governor Paterson’s campaign. It has been a privilege to work for the Governor over the past year. My decision is a business one and I remain supportive and admiring of him and his agenda for the state. I wish him and his team–both at the campaign and inside the Executive Chamber–much success.”

Sefl is currently senior vice president at Navigators Global, a government relations and strategic communications firm based in Washington, D.C.

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