Every modern White House, as the time for the State of the Union address approaches, portrays the president as fully engaged in the process of preparing the much-watched and well-dissected speech.
And so it is with the current White House which has produced a YouTube video in which top aides discuss how much President Obama was involved in producing the speech from start to end, an address whose overarching theme sounds like something borrowed from a Detroit car maker's marketing department: "An America Built To Last." (Obama's speech will evidently call for a renewal of U.S. manufacturing.)
But the White House is going beyond just the background video and the usual assertions of presidential involvement.
Citizens will be able to watch the speech at the official presidential website, WhiteHouse.gov. Not only will there be a live feed of the speech but there will be an enhanced feed that will display graphics to illustrate the president's points as he makes them.
Meanwhile, after the speech, the White House site will have video of administration officials answering questions submitted via social media.
It's about the White House, like others before it, trying to shape its SOTU message as much as possible for the public before the news media analyze it to the nth degree and Obama's political opponents pummel it beyond recognition.
And during a year when the president is trying to get re-elected, it was about the White House giving Obama's supporters reasons to get "fired up" and "ready to go" as he would say in 2008, this time to get him four more years.