During the 2000 presidential campaign, Bartlett was the Director of Rapid Response for Bush for President; he later worked as a deputy to presidential advisor Karen Hughes before being named White House Communications Director.
With the growing importance of the Internet and New Media in terms of Presidential communication, the Office of Communications is having to branch out, and this have been given an added impetus by the election of Barack Obama who made large use of the internet, and more specifically social media sites such as Facebook and Twitter, to reach out to his supporters in order to solicit donations and spread his campaign message.
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In episode 4 of season 2 of The West Wing entitled "In This White House", Deputy White House Communications Director Sam Seaborn references Kirkwood in a television program debate about school funding, though he mistakenly states that Kirkwood is located in Oregon.
"The whole idea is to take these things on before they become conventional wisdom," said White House communications director Kevin Sullivan.