The [Re]branding Of Michelle

From Lois Romano at the Washington Post:
For weeks, Michelle Obama had been telling her staff and closest confidantes that she wasn't having the impact she wanted. She is a woman of substance, with a background in law, public policy and management, who found herself relegated to role model in chief. The West Wing of the White House -- the fulcrum of power and policy -- had not fully integrated her into its agenda. She wanted more.
So, earlier this month, she changed her chief of staff, and now she's changing her role.
Her new chief of staff, Susan Sher, 61, is a close friend and former boss who the first lady thinks will be more forceful about getting her and her team on the West Wing's radar screen. The first thing Sher said she told senior adviser David Axelrod, whom she has known for years: When I call, "you need to get back to me right away."
The former chief of staff, Jackie Norris, 37, was "not on the first lady's wavelength," said one source, echoing others, all of whom spoke on the condition of anonymity to discuss internal matters. "Susan is more of a peer," a senior White House official said. "I think that's probably a better model."
Although Obama's job-approval ratings have soared, the first lady -- a Harvard-educated lawyer -- wasn't satisfied with coasting. She is hiring a full-time speechwriter and has instructed her staff to think "strategically" so that every event has a purpose and a message. She doesn't want to simply go to events and hug struggling military families, she said; she wants to show progress. "Her desire is to step out more and have deliverables," said communications chief Camille Johnston. "It's about things that are coming up that we want to be a part of: child nutrition reauthorization act, prevention and wellness for health-care reform."
In the past couple of weeks, Obama has been more vocal about the specifics of the president's health plan, and she will play a substantive role in promoting it. She will soon announce the creation of an advisory board to help military families. And she will be the face of the administration's United We Serve, a summer-long national service program, which she launched on Monday. Even her social events have a message: She let congressional families know that before the annual White House barbecue today, the 500 guests are expected to show up at Fort McNair to stuff camp backpacks with goodies for the children of military personnel.
Obama has also taken stock of her family life, which she has found to be more constrained than she expected. She has concluded that there's really only one road toward some semblance of a private life for them -- and it leads away from the White House.