In the world of press politics, "pushback" refers to the effort by political figures to change media frames that they dislike. An example from today's Politico "Playbook" by Mike Allen:
WHITE HOUSE PUSHES BACK ON WISCONSIN REPORTS:
--Feb. 18, WP, top of A1, “Obama joins Wisconsin budget battle,” by Brady Dennis and Peter Wallsten: “The president's political machine worked in close coordination Thursday with state and national union officials to get thousands of protesters to gather in Madison and to plan similar demonstrations in other state capitals. … By the end of the day, Democratic Party officials were organizing additional demonstrations in Ohio and Indiana.”
--Feb. 19, @OFA_WI (official Twitter account of the DNC’s Organizing for America Wisconsin): “What’s going on in WI is a grassroots story, not a Washington one. Workers are fighting for their rights and we support their effort.”
--Feb. 21, NYT A11, “Wisconsin Battle Puts President Between Competing Political Desires,” by Jackie Calmes: “‘This is a Wisconsin story, not a Washington one,’ said Dan Pfeiffer, the White House communications director. ‘False claims of White House involvement are attempts to distract from the organic grass-roots opposition that is happening in Wisconsin.’”
WEST WING MINDMELD: The Washington Post way oversold the story, Drudge picked it up and it was quickly being used as a GOP talking point to distort the situation.