Here, as POLITICO reports, he takes on liberal media which declared New Jersey Governor Chris Christie's RNC keynote speech a 'flop." Instead Giuliani describes it as "measured" and "philosophical," code that the flamboyant iconoclast can be statesmanlike. Giuliani knows his rhetorical game. He has rebranded Christie as potential presidential material.
However the NJ Governor has treated the media with disrespect, and in public. When that happens, the media will not forget. No question Christie has become a target. This is analogous to when a specific law firm, law school, or individual becomes a target for the wildly popular media property Abovethelaw.com. No one can resist the entertainment value of witnessing an entity bashed. As Joseph Epstein hammers in his book "Gossip," much of journalism has always been positioned and packaged as bread and circuses, with juicy tidbits of negative information thrown in. For instance, on ATL, New York attorney James Doyle is featured for DUIs and cavorting with a prostitute. A good time is being had by all.
A speechwriter, I assessed Christie's keynoter as a paradigm shift to a presence on the national stage. He hit on hard values like respect versus soft (Democratic) values like popularity. On that platform he could move forward to a campaign for the White House in 2016. But will the media allow that? It may shut him down just as it seems to be shutting down one-time phenomenon Sarah Palin. Even the conservative media have declared her over. GOP-dominated Fox News canceled interviews with her. That was after she wasn't invited to the GOP.
The media giveth and the media taketh away. In response, Christi can do what the private sector is doing. That is, it is establishing its own content or brand houses. Instead of waiting for the external media to cover it, it provides its own online video including B-roll and interviews, photos, speeches, press releases, earnings reports, announcements, legal documents which are public, white papers, opinions, advertising, and real time interaction with constituencies in its "Media Center." That Media Center is embedded on its website.
Of course, any law firm, lawyer, or law student can also set up a Media Center. Attention gets attention. The external media might swing by to check out what's happening and cover it.