Lyn Nofziger, who died yesterday at 81, was the disheveled public-relations guru who helped mastermind President Reagan’s political career, from his first run for California governor in 1966, through several presidential bids.

Known for his unconventional outlook and genial disregard for authority, he managed to last two years as press director in Reagan’s first term, before leaving to open a consulting and lobbying firm.

In the 1990s, he turned his energies from crafting political images to actual fiction, and wrote a series of semi-satirical novels concerning a family called the Tacketts. Tackett patriarch Del Tackett bears a resemblance to Tell Sackett, hero of a series of novels by Louis L’Amour, said to be Reagan’s favorite author. The Tackett books featured overripe humor and characters with names based on Washington political players, such as Bob and Liddy Doyle.

Writing, as it happened, was Nofziger’s first profession; before entering politics, he had been a conservative newspaperman for the Copley news service. So rumpled was his attire, it was said, and so loud were his conservative views, that during the 1960 campaign other journalists wouldn’t even let him join the reporter’s pool.

Nofziger grew up in Bakersfield, Calif., and was a conservative newsman even in high school, where he eventually quit the school paper after disputes with a New Deal liberal journalism teacher. After serving in the Army in Europe during World War II, Nofziger took journalism classes at San Jose State College, where he edited its Spartan Daily and established a reputation as a maverick.

In 1950, Nofziger worked as a reporter for the Glendale News-Press and also as a copy editor for the Burbank Daily Review, where he eventually became managing editor. In 1958, he joined the conservative Copley newspaper chain as Washington correspondent.

Nofziger first encountered Reagan as a political contender during Reagan’s famous nominating speech for Barry Goldwater during the 1964 convention. Nofziger reportedly thought the speech mediocre. As he watched Reagan run for governor in 1966, he became more impressed, and signed on as the campaign’s press secretary. While serving as communications director for the new governor, Nofziger became convinced that Reagan had a realistic chance of becoming president, and began laying plans and also convincing Reagan himself.

Nofziger later left the governor’s mansion and set himself up as an independent political consultant. In 1969, he joined the Nixon administration as deputy assistant to the president for Congressional relations, and also was part of the Nixon public relations brain trust. He left the White House in 1971 to become deputy chairman for communications for the Republican National Committee. He was actively involved in the 1972 Nixon campaign, and according to Nixon counselor John Dean helped Nixon to draw up his fabled “enemies list.”

In 1975, Nofziger was reunited with Reagan, but after Reagan lost the nomination for President to Gerald Ford, Nofziger signed on as political advisor to Bob Dole, the Vice-Presidential candidate. After the Republican ticket went down to defeat in 1976,he rejoined Reagan, first as head of his political action committee, and later as press secretary to his campaign. Nofziger had a storied battle within the campaign with John Sears, who wanted the candidate to show more moderation. Nofziger favored a more radical message, and Sears eventually left the campaign.

Nofziger carefully crafted Reagan’s campaigning to maximize television time, while minimizing the candidate’s interaction with reporters.

His unorthodox manner grated on Nancy Reagan, a fact Nofziger never hesitated to confirm for any reporter who asked. But in the days after the president was shot, one of the messages Mrs. Reagan received read: “The president was not the only one. You done good, too.” It was signed, “Lyn.”

Franklyn Curran Nofziger

Born June 8, 1924 in Bakersfield, Calif.; died March 27 at his home in Falls Church, Va., of cancer; survived by his wife, Bonnie, their daughter Glenda and two grandchildren. Another daughter, Suzie, died in 1989.