Modern Presidential Communications - Communicating Presidential Rhetorical Vision in a Changing World
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(Seal of the President of the United States, Graphic Obtained from Wikipedia)
Modern Presidential Communication Communicating Presidential Rhetorical Vision in a Changing World
Rahul Singh
Modern United States Presidency, Spring 2013 Ambassador Paul Russo, Former 4/29/2013
Modern Presidential Communication ii
Table of Contents
Modern Presidential Communication ............................................................................................................. 1
Communicating Presidential Rhetorical Vision in a Changing World .......................................... 1 Introduction .......................................................................................................................................................................................... 1 Hypothetical Strategic Design of a Campaign ......................................................................................................................... 3 Create a singular rhetorical vision for the target audience .............................................................................................. 4 Build a community from and of the target audience ........................................................................................................... 6 Listen to and learn from the community .................................................................................................................................. 8 Create actionable content around the singular rhetorical vision .................................................................................. 9 Spread and propagate the message ......................................................................................................................................... 12 Activate community members to participants ................................................................................................................... 13 Measure to improve. Improve to succeed. Repeat. ........................................................................................................... 14 Change is the only constant ......................................................................................................................................................... 16
Rahul Singh
Modern United States Presidency, Spring 2013 Ambassador Paul Russo, Former
4/29/2013
Modern Presidential Communication 1
Modern Presidential Communication Communicating Presidential Rhetorical Vision in a Changing World
Introduction The modern president must manage communications with different groups of
people in different parties and professions, in different cities and states, and in different
socio-‐economic stations in life using a variety of tools and resources in the new world of
media that is fragmented across several different platforms. How does the Office of the
President strategically manage its communications so that its agenda is pushed forward?
How does the President speak to the People to get them to push their Representatives and
Senators to back certain decisions that are in line with the White House's agenda? How
does a Presidential candidate prove that he or she can communicate with the people well
enough to be President?
Political scholars, especially those that study the President, have drawn several
theories about presidential communication. Jeffrey Tulis explains how the Presidency has
‘transformed’ over the years to keep up with or in sometimes lead in the modes of
communication available to them. From the beginning of the American Republic, rhetoric
has been a substantial element of politics. Rhetoric has been part of politics from the
Modern Presidential Communication 2
beginning of democratic rule, and any time in history where a leader convinces followers to
motivate them to take action. The leader of a nation leads through persuasion to influence
those that make decisions and take actions. They gather followers with influence, from the
beginning of the campaign to run for office to the day they leave office and continue their
legacy in the public sphere.
The President of the United States leads by first convincing the nation to elect him
or her, and then later by convincing the legislators in government to enact laws that push
the advertised agenda. Many would argue the role of the Executive Department hasn’t
changed, and that only the communications strategies and tactics need to change in order
for it to fulfill it’s duties. Although there are elements of national leadership that can be
considered core elements of governance in any nation and in any type of nation, the role of
the Executive has changed in America and will continue to change into the future because
of the way that technology impacts people, their daily lives and activities, and of course
their knowledge of world they live in.
Modern media has transformed in the last 30 years with the advent of the public
Internet, the continued ubiquity of television and radio, and an abundance of content
creators and distributors. Regardless of the technological changes, the importance of
proper rhetoric in the President’s message is as important as the strategic design of a
communications plan and it’s tactical execution. With each technological advance, masters
of messaging, advertising, marketing, communication, and public relations have cultivated
general processes to maximize the distribution of messages. Distributing the message alone
Modern Presidential Communication 3
is not good enough. As with any good marketing campaign, the result must be an action to
eventually buy the product. A President’s wish to move the country in a particular way is
not too different from a campaign. As with any campaign whether political, marketing, or
governmental, success is measured in results: people understanding the message; people
spreading the message; and people taking action because of their understanding of the
message.
Hypothetical Strategic Design of a Campaign The jury is still out on what is the best way to run a new media campaign as evidenced
by thousands of blog posts about the best ways to market online that are in constant flux as
technologies, platforms, and social networks come and go.1 As with television and radio,
most campaigns remain the same but change due to the cultural make up and public
consciousness to get people to take action from a message. An advertising campaign and a
political campaign are differently only in the desired results. The approach and strategies
are similar, and the methods and tactics are almost identical. There are certain patterns in
the processes across media that have been seen numerous times and have been validated
by several practitioners.2
• Create a singular rhetorical vision for the target audience.
• Build a community from and of the target audience.
• Listen to and learn from the community.
1 A search on Google for “online marketing strategies” results in new articles every day, 2 (Singh) Referencing presentation made by author regarding executing internet strategy.
Modern Presidential Communication 4
• Create actionable content around the singular rhetorical vision.
• Spread and propagate the message.
• Activate community members into participants.
• Measure to improve. Improve to succeed. Repeat.
This paper sets out to show how certain presidents, primarily Reagan and Obama, have
elements of success in communicating presidential rhetoric.
Create a singular rhetorical vision for the target audience In his treatise On Rhetoric, Aristotle defines the three elements of rhetoric as ethos,
pathos, and logos.3 In very general terms, ethos is the ability to establish credibility, pathos
is the ability to inspire or motivate the audience with their self-‐interest, and a logos is the
truthfulness of the argument.4 Rhetoric is the art of persuasion, and President and the
Office of the President must master it. As a prerequisite to being President, the person must
get elected President. They utilize rhetoric to get to the top, and must utilize it to do their
job. Jeffrey Tulis, The Rhetorical Presidency, argues that the President’s use of rhetoric has
been a part of American governance since George Washington. He also says that rhetorical
leadership is fundamental to political leadership:
3 (Insert reference to Rhetoric) 4 (Aristotle)
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Beneath the differing policies of Democrats and Republicans and varying abilities to
secure partisan objectives lies a common understanding of the essence of the
modern presidency – rhetorical leadership.5
Good rhetoric leaves the audience persuaded into a different state of mind. In order for an
audience to be moved, the message itself must be clear. Some of the most popular
presidents have utilized a singular message to move the country to elect them and later to
listen to them while in government.
Reagan Ronald Reagan, known widely as the Great Communicator, was deeply involved in
the construction of speeches that not only sounded good, but also were easy to read.6
Although Tulis notes his mistakes in the Iran-‐Contra affair, he highlights that Reagan’s
ability to persuade people and shift policy was so good, that Democrats (in 1987) talked
like Republicans. Ambassador Paul Russo, who worked in the Reagan administration,
mentions that Reagan’s speeches throughout his campaigns and his tenure as President
contained ‘basically the same message.’7 Reagan’s determination to stick to specific topics
that he had internalized made him a genuine rhetorical leader. Whether he was talking
about anti-‐communism or a smaller government, the message was singular and because he
5 (Tulis, p4) Tulis sets the stage for his book “The Rhetorical Presidency” by explaining that presidential rhetoric has transformed from age to age in America, building upon old methods rather than changing completely. 6 (Tulis, p191) Reagan is profiled under “Dilemmas of Governance.” 7 (Russo) Class lectures on President Reagan by Ambassador Paul Russo
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was able to describe his vision through years of practice at G.E. and as a sports announcer,
his “doctrine” became clear to people.8
Obama Obama’s campaigns contained a singular rhetorical vision: one America with hope to
change for the better. He began this when he became recognized as an extraordinary orator
at the Democratic National Convention in 2004 when he spoke for John Kerry. The same
message stayed with him throughout the 2008 election campaign. He believed in and
spread the message that is exemplified by this quote:
Well, I say to them tonight, there is not a liberal America and a conservative America
— there is the United States of America. There is not a Black America and a White
America and Latino America and Asian America — there’s the United States of
America.9
Many subsequent speeches echoed his sentiments of the ‘hope’ that Kerry and Edwards
were offering near the end of the 2004 speech. With this speech, Obama had created the
‘singular rhetorical vision’ that would be then used for the rest of his campaigns, both
senatorial and presidential.
Build a community from and of the target audience John Maxwell, in many of his books, describes a common pattern of great leaders.
Good leaders create a community of people through their influence. Without influence, they 8 (Kaufman) Heritage Foundation talk on Ronald Reagan’s “first principles of foreign policy.” 9 (Obama) Obama’s debut speech at the 2004 DNC.
Modern Presidential Communication 7
are not leaders. Great leaders are able to inspire and develop people into leaders in a
community that then inspire others to follow.10 They inspire others to become great
leaders and live the message they preach. Bill Drayton, CEO of Ashoka Foundation,
describes “social impact” in four levels. He says that the first level of impact is direct
service, the second level is scaling the service with more people in a group, the third level is
causing a pattern change that people outside the group start to do the same thing, and the
fourth level is causing a framework change that changes lives across the nation or the
world.11
Obama Barrack Obama’s campaign for the Presidency in 2008, and then in 2012 evidenced
his ability to create a singular rhetorical. The message of “Hope,” “Change,” “Change we can
believe in,” “Yes we can,” and most importantly “Vote” were clear and easy to digest. Even if
people didn’t agree with him, they knew that he was running and for what.
The message of the singular rhetorical vision alone is not enough. Without an audience the
message is useless. The reason that Obama’s messages were received so well is because he
utilized several mechanisms to develop leaders within his campaign organization. Obama’s
election was more than election; it was a movement. Obama’s group of young innovators
created a pattern and framework change in the way to cultivate leaders and followers for
their movement.
10 (Maxwell) Describes great leadership as level 5 leadership: leaders that develop leaders. 11 (Drayton) Small group discussion with Bill Drayton at the McDonough School of Business with other students.
Modern Presidential Communication 8
As FDR with radio, and JFK with television, Obama utilized social media as the technology
of the time.12 Obama’s campaign created a website that allowed supporters to become
active participants by recruiting further donors and supporters. The one of the many
pattern changes that Obama’s team implemented was the use of social media for organizing
people for citizen action. They utilized existing ideas in social network software to create
My.BarackObama.com that then became the central hub for the Obama election movement
for people around the country. They created was utilizing social media to connect to the
masses into a community.13 FDR and JFK may have utilized their communications
infrastructure well, but Obama’s team created their own.14 Obama’s campaign first created
a pattern change in the management of political movements in the Democratic Party. By
influencing McCain and Romney to follow suit, they created a framework change by
changing the way Republicans do business.
Listen to and learn from the community When McCain mimicked Obama’s social network in 2008, it was too late in the
game.15 Romney mimicked Obama’s use of social media and email in 2012, but lacked an
important element. They may have been trying very hard to keep up with the technology
and creating a community, but they weren’t listening. Their data was coming from Gallup
12 (Nations) Collection of notes on About.com regarding web 2.0 tendencies by the Obama campaign. 13 (Nations) ibid. 14 (Smith) Article that explains how the technology from the 2008 election was being used in Georgia by the democrats. 15 (Ostrow) Article on the re-‐launch of the McCainSpace.com website.
Modern Presidential Communication 9
polls. In this day and age, Gallup is just one among many equally good sources for public
opinion and direction.
Obama Gray Keller’s framework for servant leadership includes a very simple mnemonic
device for understanding how to truly engage people as a leader. It claims that good
leadership is about loving people, listening to them, learning from them, liberating them
from their struggle, and living rather than leaving a legacy.16
One of the major innovations in the 2012 election by Obama’s campaign was their
ability to listen and learn to their constituents. By creating a social network platform for
their political movement, they then gave it to the Democratic Party. During the 2008 and
the 2012 elections, the platform continuously improved to do more than just organize
people on a website. The platform was collecting information in various ways to
understand the actions people were taking: logging on to their site; the people opening the
emails; sharing the message on a social network; and countless other activities.17 This
trend is known elsewhere in the industry as utilizing “analytics” to measure “key metrics”
and “leveraging Big Data” to make intelligent decisions and take intelligent actions.
Create actionable content around the singular rhetorical vision The best visionaries are able to communicate their ideas in such a way that others
can understand, own, and help carry the vision to fruition. Once the President or
16 (Keller) Class lecture / Presentation by leadership expert in “Character Conscience and Courage” class. 17 (Levinthal) Article on the amount of data that BarackObama.com is collecting on users.
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Presidential candidate has a solid community to speak to, the singular rhetorical vision
must be created as actionable content. Although collecting data from the community has
been a part of every presidential campaign since Reagan, recently, it is the ability to create
personalized actionable content that differentiates the winners from the losers.
Reagan Although Reagan himself was a great rhetorician, his team hired the right folks to
help advertise him in the 1984 election. Utilizing simple yet powerful ads that struck the
nerve of the American people, they were able to motivate people to keep Reagan as
President.18
The “Bear in the Woods “ commercial that aired during Reagan’s election campaign
against Walter Mondale, was created using data collected from focus groups. Specific issues
that were “problem areas” for Reagan against Mondale were analyzed.19 One of the major
issues was “world peace.” When the “Bear in the Woods” ad was tested in a focus group, it
was validated to bring up thoughts of “peace through strength.”20
By listening to the people and what their concerns were, Reagan’s team was able to
create content crafted to alleviate their concerns.
18 (Raine) Article on Riney, one of the folks that helped create Reagan’s image in 1984. 19 (Merrin) Conversation with marketing expert that told me how focus groups were used to understand the concerns of the American people and the “gateway” issues which would make or break the election. 20 (Wikipedia) Article regarding the “Bear in the woods” commecial.
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Obama As far back as the 2008 and as recently as the 2012 elections, Obama and now the
Democratic Party has been utilizing advanced tools to create personalized actionable
content to “activate” people from passers by. The viral nature of social networks allowed
the Obama campaign to recruit millions of people across several social networks including
their own. The data that they collected on My.BarackObama.com was then used to create
personalized email campaigns that sent the users to personalized landing pages that asked
them to take relevant actions on the website depending on what they clicked, where they
were from, or what information was stored about them.21 Obama’s vision of change
included the people that were supporting him and by including them in the campaign, he
gave them a part in the new vision of America of ‘Change’ and ‘Hope’ that he was trying to
bring to light.
My.BarackObama.com trained its users to personalize their home pages on the site
and then empowered them to create personalized sub-‐campaigns to recruit supporters.
Language on the site included calls to action such as “Four Steps to Raising Money from
your Friends”22 and politely motivated them to “Reach out to Voters” by asking them to
“Make Calls” and “Knock on Doors”.23
21 (Ciotti) Article on industry blog on metrics measurement and anlaysis regarding 5 email lessons gained from Barack Obama’s campaigns 22 (Organizing for Action) Document from the old My.BarackObama.com 23 (Organizing for Action) Document from the old My.BarackObama.com
Modern Presidential Communication 12
Spread and propagate the message Regardless of whether the content of the message is a call to recruit more people to
bombard their representatives to vote a certain way, raise money for a campaign, or to
create a local chapter to grow the vision, the message must be spread in a way that people
listen.
The challenge for the modern President or the Presidential candidate is to
understand what is the best communications infrastructure to use and when to use it. As
mentioned before, FDR pioneered the use of radio for politics, JFK, the television, and
Obama, the social networks. Each media outlet is necessary but not sufficient. Up until FDR,
other media continued to exist in the form of newspapers. By JFK’s time, radio was
widespread in addition to the newspaper. If the singular rhetorical vision is to be spread to
call to action the populace to take civic action whether by their vote, their call to their
elected official, or to grow the movement, it must be spread with and by all tactical
methods possible.
Today, there are growing numbers of online marketing and campaign strategies that
should be utilized in conjunction with traditional marketing and campaigning. These
“strategies” have recently started to coalesce into books such as The Ultimate Web
Marketing Guide that define the different types of “new media” and how to utilize them.24
These online strategies are in some ways tactical methods for a higher order strategic
communications process such as the one this paper proposes, and in some sense strategies 24 (Miller) One of the many books on online marketing today that covers several online strategies.
Modern Presidential Communication 13
that need to be designed for specific audiences. Since these technologies will continue to
change in the future, the approach matters more than the method. Romney and Obama
both used email, but Obama’s team was able to engage and activate more people because
they “listened” to their constituents and re-‐propagated more finely tuned messaging.
Activate community members to participants The President is the leader of the United States but should not assume that all
community members are listening. Neither the President nor the Presidential candidate
has any guarantee that those that are listening to the message are acting. Activation and
active engagement is the key to any campaign. Activation and engagement are not a simple
linear process. They are components of a continuously cyclical process that strives to raise
the most in-‐active members in the community to the most active members in the
community. If the message of the singular rhetorical vision is good, if the community is
strong, if the message is tuned according to what the masses are saying, if the content has
been personalized for the community member, if it has been spread across several forms of
media, then there is a likely hood that it has been received.
The reception of the message should then trigger an action, however little and
insignificant. It may take several cycles of communication in order to convince someone to
take physical action. This has been known in the business practices of Sales and Marketing
for years. It may take several touch-‐points to get someone to “buy,” and continue, “using” to
Modern Presidential Communication 14
create a meaningful “customer experience.”25 A successful series of campaigns keeps a
‘customer for life’ with a high customer lifetime value.
Each communications cycle may result in higher order activation from the one
before, but no matter how insignificant, it builds mindshare in the person and starts to
make them loyal to the message. For example, a sample “supporter journey map” for a
citizen that becomes a registered voter through a campaign might look like this: citizen;
reader of forwarded campaign email; visitor of campaign website landing page; subscriber
to email list with some personal information; receiver of personalized email; forwarder of
email to friends; receiver of email to register to vote; registered voter. A journey map from
a registered voter to a voter that votes for a candidate is much more complicated and
requires a complicated set of machinery to measure and ensure success. Each person’s
ability to impact others is magnified because of the interconnectedness of the Internet.
Obama’s campaigns created ‘lifetime’ followers in “Obama for America” that elected him to
office, and wanted to support his initiatives with what is now the “Organizing for Action”
because they strove to activate and actively engage people to become active and engaged
citizens, not just voters for a presidential term.
Measure to improve. Improve to succeed. Repeat. In the technology startup community, several schools of thought have convened on a
few principles of success for Internet companies. Some books such as Eric Reis’ Lean
25 (Richardson) HBR Blog article about the importance of touchpoints in creating customer experience.
Modern Presidential Communication 15
Startup Method, reiterate ideas from the Toyota Engineering Method and Steve Blank’s
Four Steps to the Epiphany. One such principle is the idea of “Build – Measure – Learn” that
says that after all action is validated and accounted for, the team must build, measure, and
learn through a virtuous cycle.26 The exact metrics that need to be measured depends on
the vision, strategy, and whatever happens to be the “product.” The vision rarely changes.
The strategy may change as part of a “pivot” in thought of how to do something. The
product changes frequently with build, measurement of user activity, and learning what the
users want.
Thus far, others in the startup community have also created a canon for core metrics
that every “internet” presence should measure including online campaigns that wish to
activate citizens into actively engaged citizens. These include “Acquisitions,” “Activations,”
“Referrals,” “Retention,” and “Revenue.” Surprisingly, these correlate fairly well with the
metrics that the President’s or the Presidential candidate’s team should be measuring to
tune their communications cycle.
Obama Obama’s campaigns in 2008 and 2012 both utilized the data they collected on users
to understand user behaviors as well as how to maximize metrics similar to those
26 (Reis) The Lean Startup Method has popularized the “kaizen” method used by Toyota for years.
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mentioned earlier and others that were more specific to the type of media that was
utilized.27
Obama’s campaign utilized metrics to maximize metrics across all media channels
available to them. They utilized targeted method of advertising to acquire users on several
platforms such as Twitter, Facebook, and YouTube in addition to their own. They continued
to fine-‐tune their broadcast mechanisms and used various methods to see what methods
acquired the most users. Once they had people’s attention, they utilized and measured the
different methods for activating these users into more active participants. Once they had
participants, they then empowered them to refer/recruit others all the while continuously
improving to retain them on their various platforms to build community, mindshare, and a
movement.
The differentiating factor for Obama’s campaign engine is that they followed simple
processes to create a feedback loop from the people they were trying to motivate into
action. With the help of technology, they were able to “listen” better. They were able to
“build – measure – learn” like the modern technology startups and keep changing with the
times.
Change is the only constant The world is changing. People, processes, and information are continuously self-‐
organizing into new patterns and frameworks, led by change makers and leaders that
27 (SocialMedia8) Slideshow showing aspects of the Barack Obama Strategy
Modern Presidential Communication 17
understand that change is elemental. Modern presidents need to embrace each new
technology that comes with the accelerated pace of a globalized inter-‐connected world.
In the corporate world, the role of information and technology have transformed the
way businesses are structured, run, grow, and communicate with their customers. As the
role of the Chief Information Officer and the Chief Technology Officer are elevated, the Chief
Marketing Officers are prioritizing customer loyalty as their biggest digital concern.28
The President and the presidential candidate’s job are different from a CEO’s. The
role of the government and that of a campaign is different from what a business does.
Though these systems are different, the communications cycles are similar. The elements
of rhetoric are as relevant as they were in Aristotle’s time. The idea that great leadership is
an act of empowering leaders is as relevant as in any organization. The President leads by
communicating rhetorically, by persuading the population to move a certain way. They get
there by convincing the masses with the same rhetorical skills. The times are different, but
the job of communicating is the same.
From the examples of FDR, JFK, Reagan, and primarily Obama, we can see an
example of a rhetorical president that not only uses the communications infrastructure
available but also innovates new ones because that is the change that is required. Although
Obama’s rhetoric was communicated using pattern and framework changes in the
communications systems, Obama advertised his agenda as a pattern and framework
28 (IBM) Study of trends of Chief Marketing Officers
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change. He embraced the idea that change is necessary to move forward. He established his
credibility (ethos) through speeches that struck at the heart of people’s lives (pathos) and
showed them that a system change was necessary (logos). His team took this singular
rhetorical vision, created a community of followers and burgeoning leaders, and together
propagated the message across the country while improving how they were doing it.
Modern Presidential Communication 19
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