Modern Presidential Communications - Communicating Presidential Rhetorical Vision in a Changing...

(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


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


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.


• 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)


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


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.


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.


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.


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.


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.


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


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.


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


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.


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.


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


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


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.


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