Death of US presidential media maestro

South African communications consultancy Baird's Renaissance is the SA affiliate of Edelman.

Chairman and founder of Baird's Renaissance Francois Baird stated: “This is very sad news. Mike Deaver was not only a master of our profession and a respected colleague; he was also a valued personal and generous friend to me and a great friend to SA.

Always ready to open doors

“He was always ready to open doors for us in Baird's. When he and his wife Carolyn last visited SA, he remarked how much both SA and the US could benefit from a closer relationship. He is sorely missed and his passing is a loss to the media and public relations industries.”

Carolyn is a former VP of the Look Good, Feel Better campaign; a US programme to help cancer sufferers cope with the effects of the disease. The initiative has grown into a global organisation now spanning 16 countries, including SA.

Baird's account director Claire Lotter had the pleasure of meeting and working with Carolyn Deaver on the Look Good, Feel Better programme, which was started in South Africa in 2004. It has helped many South Africans cope with the often devastating issues following the diagnosis of cancer. “Our deepest condolences go out to Carolyn and the family. Carolyn dedicated 14 years to this campaign in America and provided invaluable support to the SA campaign that launched here in 2004,” said Lotter.

The Washington Post quoted former first lady Nancy Reagan saying that Deaver “was the closest of friends to both Ronnie and me in many ways, and he was like a son to Ronnie.” She added, “We met great challenges together. ... I will miss Mike terribly.” In her memoir, “My Turn” she recalled that Deaver's greatest skill “was in arranging what were known as good visuals – televised events or scenes that would leave a powerful symbolic image in people's minds”.

Giant in the PR field

A tribute on the Edelman website describes Deaver as a giant in the PR field. “His professional career spanned five decades, on behalf of heads of state and captains of industry around the world. He will be remembered for countless contributions to the art of communications, and for his years of service to our country in the stead of his long-time friend and boss, President Ronald Reagan, whom he started working with shortly after Reagan was elected California governor in 1966.

“For the past 15 years we had the tremendous fortune of knowing Mike as one of our family members at Edelman. He sat at the head of the table here in the Washington office, and was a beloved and deeply valued colleague to our agency friends around the world. From the moment he joined Edelman in the spring of 1992 he changed the way we were perceived by the outside world and how we felt about ourselves. He immediately elevated our standing in the public affairs arena and gave us instant credibility, enabling us to take on the toughest PR challenges.

“For all of these reasons, Mike Deaver was viewed as the wisest of the wise men, and all of his colleagues and clients marvelled at, and benefited from, his counsel. In our profession, one which he took great pride in being part of, he was and will always remain the master.”

Daniel J Edelman's personal acknowledgement says: “It was a great privilege that Mike Deaver joined Edelman, and helped lead our company for 15 years. He was a guiding spirit for our Washington, DC office, and for our entire company globally. He was a man of superior knowledge and experience in communications, and a true teacher in the field for all who worked with him, and knew his work. He will be sorely missed.”

Background

Deaver was born 11 April 1938, in Bakersfield, California, the son of a Shell Oil Co. distributor. He played piano in bars while studying political science at San Jose State College. He received his bachelor's degree in 1960. He worked for IBM and served in the Air Force. Later, it was Deaver's interest in politics that led him to the Santa Clara County Republican Party. Hired as its executive director, he soon was organising political campaigns for GOP candidates. Deaver's work on behalf of the Reagans began when he joined the staff in Sacramento following Reagan's election in 1966. He became a detail-oriented aide focused on helping the governor run a smooth day-to-day schedule.

Deaver formed his own company after Reagan left the state capital—the former governor and presidential aspirant was his chief client—and then joined Reagan in Washington after his 1980 election. When Deaver left the White House in 1985 he formed his own consulting firm. In 1992 he joined the public relations firm Edelman. He wrote four books touching on his White House years and his relationship with the Reagans.

Deaver is survived by his wife, Carolyn, whom he met while they were staffers for the Reagan administration in Sacramento. They have two children, Amanda and Blair.