This political season, it's shaping up to be a Snow storm

OK, so yes, I was a bit surprised at the selection of FOX News' Tony Snow to take the post as President Bush's Press Secretary. For a PR flack like myself, this is the holy grail of jobs... you have to simultaneously know how to charm, fend off and get a bit muddy to avoid saying too much all at the same time. The constant barrage of hate and ire coming at you from all sides - often just because you are the chief gatekeeper of information - is the reason this is one White House job with the shortest shelf life.

But... after you survive this trial by fire, the most cushy PR jobs await you on the other side. The speaking engagement fees can hit five or six figures a pop, and you are now firmly planted in the minds of the PR community as one that has been more than battle tested. This is the promised land... and why the Ari Fleischers, Joe Lockharts and Dede Myers of the world have endured the pain and suffering that is the job of the White House press secretary. The common phrase, "He may be an asshole, but he's our asshole" has to come in handy when a press secretary considers their own plight of moral dilemma. Whether they are defending cigar indiscretions or the fales pretenses of war, the actions are not their own, and they are powerless to do anything but communicate the script they've been given in the most endearing way.

So now the stage has one Tony Snow on it. While Mr. Snow did spend a bit of time on our side of the desk as a speech writer for Bush I, his recent career as a journalist must have him in a very awkward position. How will this play out? All eyes in the PR world are watching... his colleagues will now fire questions at him and expect an honest response. How will he handle his own conflict of reporting accurately yet positioning (or spinning) the White House drivel (or lack thereof)?

The only thing he's got going for him is that his predecessor, Scott McClellan, did not exude any endearing qualities. Frankly, he just looked irritated all the time - kind of like Joe Lockhart did but not quite as obnoxiously. And poor Scott also had the best press secretary of recent years before him... Ari Fleischer.

While the big brew haha has been about Tony coming from what's touted as President Bush's own personal cable news network (FOX News), the more interesting issue for me is that he is about to embark on what has to be one of the most interesting challenges of his career. I wish him the best... lord knows he's going to need it!