Communications and the Obama Presidency

Justine Dilworth PRCC Capstone December 2010

JMD Thesis – Communications and the Obama Presidency

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Table of Contents

CHAPTER 1 ……………………………………………………………………………..3 Introduction

CHAPTER 2 ................................................................................. 6 Executive Summary

CHAPTER 3 .................................................................................. 9 Public Opinion and the President

CHAPTER 4 ............................................................................... 15 Barack Obama in the News

CHAPTER 5 ............................................................................... 20 Communications in the Obama Administration

CHAPTER 6 ............................................................................... 26 The Language of Barack Obama

CHAPTER 7 ............................................................................... 33 Conclusions

APPENDIX ONE ......................................................................... 35 Survey Topline Results

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Introduction “No man will ever carry out of the Presidency the reputation which carried him into it.” –

Thomas Jefferson, Third President of the United States of America

To be the President of the United States is to take on the responsibility of challenging what often seem to be insurmountable tasks. It is a position that simultaneously warrants great reverence and a steady stream of criticism from friends and foes alike. As the head of a democracy one is expected to be the best and brightest the nation has to offer. The American people put their faith in this individual to use the power of the office to do right by them in all aspects of governing. It is their hope that in submitting their votes at the ballot box every four years, they are doing their part to ensure the continued success of the country at both domestic and international fronts. Governing in a way that consistently benefits all 310,662,190 citizens of the United States? Clearly easier said than done. Perhaps that is why so many presidents see their approval ratings drastically dip once they escape the euphoria that encompasses them on the campaign trail and start delegating inside the Oval Office. They are expected to be more than human and live up to each of the promises they espoused as candidates. It is assumed that they will continue to communicate and connect with their constituents in groundbreaking ways that facilitate relationships of trust. Barack Obama came onto the campaign trail in a way not recently seen in the American landscape. His use of public relations and communications came together in an approach not previously utilized by any modern day president elect. Dubbed the “first Facebook president”, he leveraged the use of technology during his campaign backed by the simple message of “Hope” and “Change.” Using the Internet as the focal point of his campaign, his team used new social media outlets to raise money, recruit supporters, and mobilize audiences to get active politically. The result was huge voter turnout and a presence by the youth of America not usually seen during election season. Yet despite President Obama’s legendary campaigning skills and high approval ratings during the campaign, his turn as President of the United States has faltered compared to his time as a candidate. According to Gallup his approval ratings during his first year in office proved to be the most polarizing of any president rated since Dwight D. Eisenhower and some of his most staunch supporters have now turned against him. Perhaps the most jarring of blows to the Obama presidency were the recent results of the midterm elections. While the president approached the midterms with a fighting spirit, his call JMD Thesis – Communications and the Obama Presidency

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to constituents to stay with the Democrats seemed to fall upon deaf ears – if they even tuned in at all. Obama’s last rally before the midterm elections were held drew only 8,000 people in Cleveland, Ohio – a town where a mere two years ago he was able to draw a crowd of 80,000 during his campaign. While gains in the Senate for Republicans were modest, the case in the House of Representatives was the exact opposite. There Republicans took 61 additional seats and once again regained the majority that they lost in the 2006 midterm elections. What makes this victory even more substantial is the fact that this number is the highest of any House victory for a single party since 1948 and the highest for any midterm election since 1938. To be fair, the discontent felt across the country seems to be with the government as a whole and not solely with Obama. According to Rasmussen Reports in a poll taken before the midterm elections were held, just 12% of likely voters think that Congress is doing a good or excellent job. And if one were to compare Obama’s approval ratings to those of Congress’, they have continually ranked 26% percentage points higher throughout his entire tenure as President of the United States. However, that does not mean that Obama or his administration should see this as reason to ignore his standing with the American people. There is a crisis of confidence occurring, and as the Commander in Chief it would be prudent for him to address this issue before it snowballs to the point where his reputation is irreparably damaged. Patterns are important – and the polls regarding his personal approval ratings and those of his policies have continued to go down. According to Gallup, his average approval rating has decreased every quarter since he has been in office. In fact, his approval ratings hit a new low in the most recent quarter. For the first time, more Americans view the president unfavorably than favorably, and his favorable rating is the lowest of his presidency. A whopping 54% even go so far as to say that he does not deserve reelection. This does not bode well for a president who has not even completed two years in office. These are challenging times for the American people and for the country as a whole. When Barack Obama came into office an economic recession and two wars were already underway. The country was (and is) in dire need of competent leadership. Explaining himself in the first 1on-1 interview he gave since the midterm elections, Barack Obama told “60 Minutes” correspondent Steve Kroft:

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“You know, I think that over the course of two years we were so busy and so focused on getting a bunch of stuff done that we stopped paying attention to the fact that leadership isn’t just legislation. That it’s a matter of persuading people. And giving them confidence and bringing them together. And setting a tone. And making an argument that people can understand. And I think that we haven’t always been successful at that.”

However, can the issue simply be boiled down to that? Is it solely a matter of persuading people to hold a specific ideology? Is the crux of the problem merely that Obama has not made his arguments easy enough to understand for the American people? Or is he the one that lacks the understanding – that is, the ability to see that people do comprehend his arguments, but simply do not agree? The purpose of this study then will be to determine what it is that Obama is doing wrong and what it is he can do about it before the American people lose confidence in him completely.

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Executive Summary “However beautiful the strategy, you should occasionally look at the results.” -

Winston Churchill, British politician and statesman

Following Obama’s summation in the introduction that leadership isn’t just legislation, the purpose of this chapter is to give some guidance to a president who is experiencing a bit of disconnect with the American people. It seems that Obama has come down with a case of tunnel vision. Governing is a different game than campaigning – it is less glamorous and oftentimes less inspiring. It also takes different tools and strategies to maintain the interest and respect of a public that now expects results. What appears to have happened to Obama and his team of professionals is that they have forgotten that managing reputation and maintaining a steady line of healthy communication with constituents is an ongoing job. For a group of people who won the “Marketer of the Year” award from Advertising Age magazine for their campaign work in 2008 this may be hard to swallow. Yet it is imperative to recognize nevertheless. Perhaps their greatest downfall is the glossiness of it all - the branding of it if you will. The kind of attitude that had former White House Social Secretary Desiree Rogers saying “We have the best brand on earth: the Obama brand. Our possibilities are endless.” Yet, in focusing on building a brand the ability to portray the president as a real and relatable person can get lost in the mix. As with any administration, there are some things that Obama and his team have excelled at and others where they have fallen short. Based upon the primary and secondary research done for this paper, the following are tips that the current White House should keep in mind moving forward. 1. Don’t appear ambivalent. It can be interpreted as a sign of weakness and indecision. Show passion for your job and the issues at hand. Display the highest regard for your constituents. 2. Portray yourself as a person. Don’t position yourself as a brand. People want to be able to relate with their leaders. People cannot relate with a product. Humanization is important.

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3. Authentic and candid engagement is necessary with all stakeholders. There is a great need to connect with people in terms of both beliefs and values. This should be done virtually, physically, and mentally. 4. Don’t expect a “thank you” for everything you do. You can’t please everyone all the time. Certain decisions and positions that you take will lack popularity. Realize this and move on. Complaining about the public’s reaction to certain initiatives will increase their unpopularity. It can also make you appear thin-skinned. 5. Charisma isn’t enough. That is, it is important to keep in mind that charisma is stoked by continual success. No matter how charming an individual is, it won’t matter unless results are produced. 6. End the illusion that the “future is now”. Look ahead. Remedying a situation by putting on a metaphorical Band-Aid helps no one. Maintain a “future preference”. 7. Always be honest with statistics and projections. This is vitally important, especially from a president that promised the most transparent administration in history. Keep the American people informed. Discrepancies in information (or the withholding of it altogether) leaves room for criticism. 8. Unification of message is key. This goes across the board. Every member of the administration should be communicating the same points about an issue. Inconsistency can (and often will) aid in downfall. 9. Be consistent with ideology and practice. Don’t fall privy to a “do as I say, not as I do” philosophy. This kind of practice wins no one popularity points. Instead, it can brew resentment. 10. Don’t make promises you cannot keep. While this is naturally a part of being on the campaign trail, going too far with this leave many audiences unhappy when results don’t come to fruition. 11. Utilize “pop culture” sparingly. Popular culture can be used to reach the masses (think Bill Clinton and his saxophone moment on “The Arsenio Hall Show”), but overkill can take away from the regard held for the office as well as any talking points you wish to convey. 12. Stop playing the blame game. Leaving fault with previous administrations for your current woes can reflect poorly on you in the end. Americans want a commander in chief – a leader willing to accept all the trials and tribulations that come with the honor of holding the highest position in the land. JMD Thesis – Communications and the Obama Presidency

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13. Show pride in your country. When you’re the head of an entity, it is important to appreciate and propagate its exceptionalism. To not do can cause concern among your constituents. Downplaying America’s contributions does not aid in fostering morale. 14. If you say you’re accountable, then be accountable. Take responsibility for your actions and for the situations you are expected to handle during your tenure. Ownership of your position is key. 15. Repeating your message isn’t necessarily going to make your audience want to hear it. If your audience doesn’t agree with your initiatives or feels that they don’t affect them, the chances of your messages resonating become less likely. Know who you’re talking to and their priorities. 16. Don’t govern in a spirit of condescension. Be careful with both your rhetoric and execution. People don’t want to feel like they’re being talked down to – they want to feel like they’re part of a conversation of equals. 17. Remember that communication involves more than just speaking well. Being a really good talker can only take you so far. Superior leaders are those that also excel at listening – those that can connect with others and participate in a dialogue that goes back and forth. Two way communication is of the utmost importance.

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Public Opinion and the President

“Public opinion is the thermometer a monarch should constantly consult.” –

Napolean Bonaparte, French General, Politician, and Emperor

Introduction The focus of this chapter is to take a look at how the public views President Obama and rates his presidency. What is so interesting about the perception of the president is that the American people seem to have not quite made up their minds about Barack Obama. To put it a better way, while they very much want to believe that he is the best the nation has to offer, his execution leaves some having second thoughts. While he may be respected by many, confidence in his abilities appears to be wavering. Based upon the results of the survey, it is fair to say that Obama needs improvement if he does not want to end up a one-term president. While he has not officially come out with the declaration of a presidential bid for 2012, it is important for Obama (and his administration) to look ahead. Keeping the eye on the prize, staying engaged with the American people and consistently working for their betterment, is key to sustainability in the White House. To quote military theorist Carl von Clausewitz, “If the leader is filled with high ambition and if he pursues his aims with audacity and strength of will, he will reach them in spite of all obstacles”. Methodology A nationwide online survey was performed from December 12, 2010 to December 18, 2010 via Survey Monkey. The survey was sent through email by the author to a panel of 1,000 respondents – first on December 12th and then again on December 15th. The data compiled in this chapter is based on results from the 200 respondents that participated in the survey. It has a margin of error of + 6.2% at the 95th confidence percentile. Requirements to participate in the survey included the following: 

Must be a U.S. Citizen

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Must be over the age of 18

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Must have voted in the last presidential election in 2008

The survey was divided into two parts. The first section’s primary purpose was to perform a comparative analysis. The questions asked were used to determine how Barack Obama fares JMD Thesis – Communications and the Obama Presidency

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when pitted against other presidents who have held office over the last 30 year period. These presidents include – Ronald Reagan, George H.W. Bush, Bill Clinton, and George W. Bush. The second section of the survey was instead focused on Barack Obama alone. Respondents were asked to grade the president on a scale of A to F on various aspects of his presidency. A full listing of the survey results can be found in Appendix One of this document. Findings 1. Americans want to believe in Barack Obama. One of the most encouraging findings of this survey is that the president has not been completely written off by the American public. Despite his faltering poll numbers Barack Obama is seen as honest and trustworthy by a large segment of the constituency. When compared to the last four presidents, his level of “trustworthiness” is ranked second to Ronald Reagan while the others trail significantly behind.

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2. Barack Obama’s presidency could be in crisis. When asked about overall performance,

constituents on both sides of the aisle clearly favor Clinton and Reagan over the others. Obama’s job performance is not considered to be the worst but is only a few percentage points above last place President George W. Bush. While constituents may like aspects of Barack Obama as a person or his abilities in certain facets of governing, he does not command the same respect in regards to the big picture. This could prove to be troublesome for him moving forward.

3. Following in the steps of Bill Clinton is easier said than done. Bill Clinton consistently ranks high in the survey questions, winning in every category but one. His job performance and ability to connect with people clearly makes him a crowd favorite. The only area in which he falters is in regards to trustworthiness. In terms of recent presidents to emulate, Barack Obama could take some tips from Clinton in regards to bolstering his favorability.

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4. The economy is not considered Obama’s strong suit. Clinton and Reagan once again dominate in this category. The only president considered to have handled the economy worse than Obama by respondents is George W. Bush. When graded by himself on the topic Obama does not fare all that well either. The majority of respondents consider his skills in dealing with the economy to be average or worse.

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5. The 2012 presidential election is not currently in Obama’s favor. Without improvement Obama could risk losing the presidential election if he decides to run again in 2012, despite the advantage of being the incumbent. The majority of survey respondents (56%) feel that Obama does not deserve reelection in 2012. This is similar to the findings of a recent poll conducted by Gallup in which 54% of respondents said that they would not vote for Barack Obama if he decided to run for the office again.

6. Obama may still be able to find a way to connect with the American people. The results show that many consider his communication skills to be above average. If he can become more like “Obama the candidate” in his governing (without the campaigning) in terms of connecting with the American people, he could stand a fighting chance.

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Barack Obama in the News “The power of the periodical press is second only to that of the people.” – Alexis de Tocqueville, French Historian and Political Scientist The purpose of this chapter is to analyze the media coverage that Barack Obama has recently been receiving and to ultimately determine the significance of this coverage in regards to his reputation and that of his administration. It is vitally important for any sitting president to be mindful of the way he is perceived, whether talking in terms of traditional media outlets or those falling under the category of new media. The news is a powerful medium in that the purveyors of the media have the ability to mold both political attitudes and behaviors. The influence of the press cannot be understated. The twenty-four hour news cycle facilitates its ability to form a narrative around an issue. It can (and does) set the agenda for political discussion. Because the scope of this kind of an analysis is simply too broad to investigate with regard to all aspects of Barack Obama and his presidency, this study has been limited solely to an investigation of the press’s views on Obama’s personality, leadership style, and handling of the economy. The logic behind this is to first detect whether there is any real consensus of opinion in the news world in terms of who Barack Obama is as a person and as Commander in Chief. In addition, its purpose is to also gain a better understanding of their overall reviews regarding his performance relating to one of the key issues in the country today. The reasoning for choosing the economy as the primary issue can be attributed to its magnitude in public opinion. For example, following the midterm elections held this November television news outlets and the Associated Press (AP) joined together to perform exit interviews with voters. 13,000 voters were interviewed across the country. The economy was named as the number one problem facing the country by 6 in 10 voters. Out of this same voting pool, 6 in 10 people said the country is on the wrong track and 4 in 10 said that their family’s financial condition has worsened under Barack Obama.

Methodology For the purpose of timeliness, the sources found through secondary research were limited to those published in a six-month time frame from May 12, 2010 to November 12, 2010. Searches were performed using Google News, and only stories from major news outlets and blogs were utilized. Because of the nature of the study, only domestic news sources were included and

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duplicate articles were eliminated from the analysis.The articles were sorted by relevance and then by date. In total, 450 articles were referenced.

Findings 1. The media doubts Obama’s ability to embrace populism. A president’s ability to connect with his constituents, no matter what the nature of their socioeconomic or political class, is often front and center in terms of reporter coverage. As time has progressed, journalists are less likely to characterize Barack Obama as the man of the people he so seemed to be when on the campaign trail. In articles analyzing his behavior and mannerisms, the following adjectives were repeatedly used: 

“Aloofness”

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“Out of Touch”

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“Arrogant”

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“Vain”

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“Cerebral”

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“Professorial”

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“Detached”

2. Comparisons to former presidents have become less favorable. When Barack Obama was campaigning, there were many comparisons made to the great leaders of our past. His oratory skills left some reminiscent of Abraham Lincoln and Ronald Reagan. His vision for the country was compared to that of Franklin Delano Roosevelt. Yet at some point the associations changed, and not for the better. The most frequently mentioned former president that reporters now find to be similar to Obama is Jimmy Carter, the Democrats’ last one-term president. Carter is characterized by these critics as having been stubborn to take any well-meaning advice and unwilling to change course in either his approach or his policies. He is time and time again referenced as a proponent of big government. In contrast is the way that these same journalists write about Bill Clinton, the last two-term Democratic president who holds overwhelmingly positive approval ratings with the public today. It was Clinton’s willingness to reach across the aisle and move to the center after his own midterm upset to Republicans in 1994 that they credit to his overall success and ability to eventually win a second term.

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“He’s cold; he’s prickly; he’s uncomfortable; he’s not funny; and he’s getting awfully tedious. He thinks it’s all about him. That we want him for himself—that he doesn’t have to seduce, charm, surprise, show some skin. So Jimmy. It’s instructive and humorous to remember that Carter ran a brilliant campaign that succeeded largely because his voice was new. Simple, direct, basic, human. And then, of course, he turned into a sad-sack twit.” – Michael Wolff, founder of Newser and contributor to Vanity Fair

3. The Obama presidency is characterized as imperial. What set the United States apart from other countries across the globe was its ability to create (and now maintain) a democratic system. As a result, the American people expect their government officials to behave in ways that serve as proof that they were indeed elected to their positions, rather than born into them. The disconnect seen between monarchs and their subjects has been cited throughout history. Because of this, the President of the United States is expected to be more than a distant figurehead who lives in excess while the country suffers. However, when looking to coverage of Barack Obama over the past six months, one can see that he has lost the narrative to journalists who find his behavior unacceptable considering the economic crisis the country is currently facing. He has been chastened for having already played 52 rounds of golf during his presidency. He is criticized for having taken too many vacations – a total of 9 at this point in his presidency. Indeed, some of the most damning coverage from the past few months over Obama’s vacationing can be found from this past summer. Dubbed the “Recovery Summer” by the administration, this summer was meant to be the time when the economy bounced back due to stimulus spending. However, proof of success was not demonstrated as both the deficit and unemployment increased. During this time frame the press found two trips in particular to ridicule – that of the Obama family’s 10 day vacation to Martha’s Vineyard and that of First Lady Michelle Obama’s trip to Spain. -Both trips were judged for their timing and costs. In the case of Martha’s Vineyard, what reporters time and again brought up was the hypocrisy of the Obamas vacationing up north after the President appealed to the American people to spend their vacation time and money to keep tourism alive in the Gulf region after the oil spill. While ensuring the American people that it was still safe to travel to the Gulf Region, he instead went to a premiere vacation spot, renting three mansions in a development where rentals range from $35,000 - $50,000 a week.

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Regarding Michelle Obama’s trip to Spain, the biggest concern was what the cost for Secret Service and use of Air Force II would cost the American taxpayers to protect and transport Ms. Obama and 40 of her closest friends on her luxurious vacation abroad. While the first lady is indeed her own person, her actions reflect upon the reputation of her husband and of his tenure as president. Her persona and his become less likable after reading the accounts of such travels. “Michelle Obama seems more like a modern-day Marie Antoinette- the French queen who spent extravagantly on clothes and jewels without a thought for her subjects' plight - than an average mother of two… We all need downtime - the First Family included. It's the extravagance of Michelle Obama's trip and glitzy destination contrasted with President Obama's demonization of the rich that smacks of hypocrisy and perpetuates a disconnect between the country and its leaders. Toning down the flash would humanize the Obamas and signify that they sympathize with the setbacks of the people they were elected to serve”. – Andrea Tantaros, Weekly Contributor to the New York Daily News

4. The results of the midterm elections do not seem to have affected Obama’s approach as

far as the media are concerned. This is probably the most damaging finding in regards to media coverage. After an upset of the magnitude found in the recent midterm elections, there was an expectation for Obama to change course or at the very least reevaluate the agenda he has pushed for the almost two years he has been in office. However, as far as the press is concerned, Obama is governing in a spirit of condescension and does not possess the capacity for self-critique or self-correction. The consensus seems to be that the past elections were not a matter of Republicans winning, but of the president losing. The main theme being that the amount of explaining Obama does for his decisions pertaining to the economy simply doesn’t matter at this point. More importantly, they won’t matter until the American people feel that Obama is connecting

with their concerns in regards to the economy and their frustration with the way elected officials are governing in Washington. Public relations and communications do not matter if policy is disliked. The president’s actions following the midterms also led to much unwanted criticism. Leaving a few days after learning the election results for a 10 day tour to Asia beginning with a stop in Mumbai, reporters were left baffled as to why Obama would not postpone or tone down the nature of his trip given the circumstances back home. Accompanied by 3,000 friends and personnel, it was initially reported that the White House booked the entire Taj Mahal Palace Hotel, the most luxurious hotel in the city of Mumbai. Further reports came out that Obama

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traveled via Air Force One and was accompanied by 34 U.S. Naval ships and 45 U.S. built armored limousines. When it was reported by the Press Trust of India that $200 million was being spent a day for the trip, the White House negated the claims. Yet, the press balked at the administration’s unwillingness to give actual figures for the cost of the trip. By not providing transparency the White House administration backed itself into a corner. Whether the estimated costs were true or not, whether Obama did indeed use all of those vessels for transportation and protection, the damage had already been done. While his time in Asia may have given the president the distance he so craved,it also allowed for questioning regarding his priorities to fester.

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Communications in the Obama Administration “The single biggest problem in communication is the illusion that it has taken place.” –

George Bernard Shaw, Irish Literary Critic, Playwright, and Essayist

The way that a president (and his administration) handles communications both within and outside the White House is telling of how successful his tenure as Commander in Chief will ultimately be. What is consistently at stake is his reputation – and it is the management of that reputation that is so imperative to balance. Looking back to “Reputation Management” by John Doorley and Helio Fred Garcia, “reputation” is defined as the sum of images. That is, it is comprised of performance, behavior, and communication. Keeping that in mind, the following analysis regarding communications in the Obama Administration aims to determine how this all factors into the perception of Barack Obama and his leadership team by their constituents. 1. Obama prefers scripted communications. The president’s dependency on controlling the message at all times includes using a teleprompter to the point where it can be seen as a crutch. Since its inception, most presidents have chosen to utilize the teleprompter for more monumental events, such as the State of the Union or Oval Office Addresses. However, in Obama’s case, we see less notecards and more teleprompter time for the every day events that a president is expected to deliver without reading verbatim – i.e. routine announcements, opening statements to news conferences, etc. His on-camera presence is often distracting in that instead of facing ahead and making eye contact with the American people, viewers must watch his head veering from side to side as he delivers his speeches. What has come as a result of this is a questioning of the president’s ability to think for himself. Mocking this is a satirical blog allegedly belonging to Barack Obama’s teleprompter with the tagline, “Because there is no POTUS without TOTUS.” An accompanying Twitter page details the teleprompter’s day-to-day experience living with, and speaking for, the president. Adding fuel to the fire was conservative radio personality Rush Limbaugh’s not forgotten criticism of the president’s teleprompter usage last year and the challenge he extended to debate the president without a teleprompter or speaker notes. Yet, the administration’s preference for controlled communications is not only seen in the president’s speeches, but also in the events held by the White House. Most notably, in Obama’s town hall meetings and backyard chats. In a bid to reach out to the American JMD Thesis – Communications and the Obama Presidency

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people, the Obama administration held informal backyard “drop-ins” with the president during the recent midterm elections so that he could speak with average Americans and listen to their concerns and suggestions. However, there was nothing casual or unorchestrated about these backyard chats. One of these first meetings was held in Falls Church, Virginia – a town in one of the wealthiest counties in the United States. While half the guests were neighbors of the homeowners, the other half were chosen by the administration to talk about how the president’s healthcare bill benefited them. At another backyard conversation in Miami, Florida, Obama stopped by the yard of NBA star Alonzo Mourning’s $12.75 million dollar mansion. In Beaverdale, Iowa, Obama visited the home of two registered Democrats who voted for him in the last presidential election. The pattern became clear – Obama was going to homes where he was surrounded by supporters (some of whom were not necessarily affected by the economic downturn) and was not taking the chance of hearing from those who may have extended sharper criticism. The issue with using such tactics is that once you’ve done so, anything else you do will be considered suspicious at best with an informed public. For example, Barack Obama recently participated in a town hall event on MTV. The network posted a casting call for audience members in weekly newspaper “Backstage”, a publication with the intended demographic of actors, models, and performers. While the casting call wasn’t an advertisement from the White House, it caused great controversy over the honesty of the event. 2. Obama has spammed his base to excess. While the president’s team was adept at using the internet for disseminating their messages and promoting involvement from its base during the campaign, its ability to maintain interest during the reign of governing has not been as successful. The problem lies in the fact that during the excitement of the campaign, constituents were excited to be sent video links of Obama addressing crowds on the campaign trail or to receive text messages with the latest news regarding the election. However, with the big win achieved, there seemed little reason for the “Obama for America” campaign to continue. However, it did in the form of “Organizing for America”. What came with it were continued requests for money – requests that began a mere six days after the polls had closed. The rationale behind asking constituents to give money to the Democratic National Committee or to ensure the success of the inauguration makes little sense immediately after an election, particularly when these people receive no benefits from it.

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Beyond the emails requesting donations however is the nature of the Organizing for America web site, BarackObama.com. While supporters can find more details on key issues and the president’s opinion on them, they also find tabs to click on for shopping and donating. Buying Barack Obama inspired memorabilia on the same site that asks for support on legislation comes across as tacky and campaign-centric at best. It takes away from the seriousness of the initiative and instead appears gimmicky. 3. Obama has not embraced the press conference as a viable form of two-way communication. Obama’s communication with the press has become more contentious as the presidency has continued. One need only to look at a recent exchange while the President was visiting Australia to realize that the relationship between Obama and the United States Press Corps has become more adversarial. When an Australian journalist thanked the president after covering a picture-taking session of Obama with Prime Minister Julia Gillard, Obama was quick to quip, “I knew it must have been an Australian because my folks never say thank you.” Indeed, a great challenge of the modern presidency is that the 24/7 press often desires 24/7 access to the president. Former president George W. Bush was often criticized in the same fashion as Obama for being inaccessible when it came to press conferences. Today’s journalists expect more (need more) in the age of the sound bite and constantly revolving news stories. Like Bush, Obama has at times avoided the platform of the press conference all together. He went for a record-breaking 308 days without holding a press conference earlier in his administration. This exceeded George W. Bush’s gap of 204 days. He has also stood for fewer news conferences in which reporters were free to ask him questions on topics of their choice. In the press conferences he has held, many times the privilege of asking questions is limited to a pre-selected list of reporters. By not allowing for an open two-way exchange, Obama risks having the viewing public tune out from hearing his messages. Journalists are not paid to be adoring supporters, but skeptical professionals that strive to approach their writing in a balanced and objective manner. If they choose to not do so, they too risk losing their audiences. If the American people watching these press conferences feel that the events are fully staged and are controlled by the president’s people and only journalists that agree with him, his key messages lose their meaning, no matter how well meaning they may be. It means taking a chance of being interpreted more like Pravda and less like an independent press.

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4. Obama has not chosen the right spokesperson for his administration. When choosing the press secretary, the president must remember the importance of finding the right person for the job. That is, he must understand that as his spokesperson with the press, the press secretary IS the organization. He or she represents the policies of the White House and is quoted and interviewed on a regular basis. As a result, every word that he or she utters can be seen as an extension of the president. Since taking the position as White House Press Secretary, Robert Gibbs has had a relationship with the press that can be described as antagonistic at best. However, the criticism does not come solely from either the press or the right wing establishment, but from within the Democratic base as well. Rep. Alan Grayson (D-Fla.) went on MSNBC a few months ago (after Gibbs told The Hill that left-wing critics of Obama “ought to be drug tested”) with the statement, “I don’t think he should resign, I think he should be fired. He’s done a miserable job. People I know refer to him as Bozo the Spokesperson”. Rep. Keith Ellison (D-Minn), another member of the Congressional Progressive Caucus, has gone on record saying that it would be “fair” for Gibbs to resign considering the kind of “inflammatory” comments he has made. Indeed, the White House administration seems to have noticed that there is a problem with the way that Gibbs has been communicating with the press and the manner in which he has conveyed the president’s agenda. His on-camera daily briefing schedule has been substantially scaled back from last year, with only 10 of them being given in October and November of this year combined. Recently Gibbs made the decision to solicit answers from the public via Twitter in a series titled “First Question”. Through this platform Gibbs chooses from a set of preselected questions. Instead of answering on a podium, audiences view a video of the press secretary recorded on a web camera. While this isn’t the first time that the press secretary has used social media to answer questions, it is the first time that he is incorporating it into his regular press briefings. Following the ideology that perception is reality, it appears that Gibbs is attempting to find a way around the press – the same press that he had to call a meeting with not too long ago in an attempt to ease concerns over the strained relationship between the media and the White House. While there is nothing wrong with using social media to reach the public, it is important for the press secretary to remember that an important part of his job is media management. To disregard the importance of the press in swaying public opinion is a recipe for disaster.

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5. Obama’s foray into popular culture risks his not being taken seriously. The president has repeatedly been accused of being overexposed – he at times seems almost omnipresent. The White House has continually stressed the fact that since the media world is so diffuse, they must leverage all platforms and outlets possible to disseminate their messages. People are getting their information from a variety of places, and as a result the administration feels that they must try harder than any of their predecessors. While a valid point, this does not take away from the fact that the president risks sabotaging himself by all of his media appearances, especially with some appearing more serious than others. The White House has chosen the strategy of attempting to portray the president as being more personable to make his policies more popular. However, the challenge in doing this is the fact that the administration is taking the chance of exhausting the public to the point where they tune out completely. Another thing that the White House team seems to be forgetting is that personal favorability does not always coincide with political favorability. Obama has prided himself as being a president of “firsts”. This recognition can also be applied to his television appearances. After facing public criticism for the financial bailout plan and the bonuses that were issued to AIG, he made an appearance on “The Tonight Show with Jay Leno”. It was the first appearance of a sitting president on a late night talk show. It was also the first time that a sitting president compared his bowling skills to those of the Special Olympics. In an attempt to connect with his constituents, Obama ostracized an entire demographic. He also made an unprecedented move this past summer by stopping by daytime talk show “The View” (his self professed reason for the choice was that he “wanted to pick a show Michelle actually watches”). While he did discuss the economy and Afghanistan, the conversation veered towards talking about his family, the latest music on his IPod, and admitting that he knew about troubled starlet Lindsay Lohan’s time in jail. In a more recent example, Obama was a guest on fake news program “The Daily Show” with Jon Stewart prior to the midterm elections. Here Obama did not fare as well as expected. The success of his appearance was a far cry from the time he spoke with Stewart when he was on the campaign trail two years ago. Stewart stayed away from softball questions, challenging Obama and even going so far as to refer to the president as “dude”. What happened was a case of cultural leveling. The informality of the format led to condescension of the president and the office that he holds.

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“The result is that for millions of Americans, the very likable, charming Obama has become a constant tone in the background rather than an occasional, convincing, presidential voice in the foreground – the kind that makes your ears perk up. He went on ESPN twice to announce his Final Four picks. He had a “Christmas at the White House” special with Oprah Winfrey. He was on the cover of Rolling Stone, giving a revealing interview on his first 18 months in office. In December he’ll be going on the Discovery Channel’s ‘Myth Busters’. All that’s left, apparently, is to be a guest voice on ‘The Simpsons’.” – Joshua Greenman, contributor to the New York Daily News

The “Catch 22” in trying to play up the president’s persona is the fact that his policies are glazed over or ignored completely. It leaves him open to harsh examination from critics. His trivial media appearances can result in degrading the presidency. He is gambling with appearing frivolous and superficial in a time of economic uncertainty.

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The Language of Barack Obama “Language most shows a man; speak that I may see thee.” –

Ben Jonson, English Renaissance dramatist, poet, and actor

The previous chapter focused on the communications strategies and tactics of the Obama administration. However, to do a full analysis of a president’s communications one must also look to the actual language that he uses when communicating. The purpose of this chapter then is to look at specific instances and recurring themes in Obama’s language and to determine how they could effect his reputation. 1. Obama and the Midterm Elections During the past midterm elections President Obama put forth a great effort to ensure that the Democrats maintained a party majority in the House of Representatives. Campaigns are by their nature intense. Moreover, no matter where a person’s political loyalties lie, it is expected for the president to hallmark the credentials of his party members. However, what perhaps erred Obama during these midterm elections were the angles that he took when trying to keep Democrats in office. The first example of this was at a Democratic fundraiser in Massachusetts. There Obama chalked up the less than stellar midterm poll predictions for Democrats to the fear and frustration felt on the part of the American people. “Part of the reason that our politics seem so tough right now and facts and science and argument does not seem to be winning the day all the time is because we’re hardwired not to always think clearly when we’re scared. And the country’s scared.”

The problem with saying something like this is the fact that it can easily be misinterpreted. While the president most likely meant well and was attempting to mobilize his base, to rationalize the situation, it did not have the effect that was most likely desired. While he did use the term “we”, it lacked inclusivity because he was speaking at a Democratic event. Furthermore, because he was not responsible for voting he was eliminated from being a part of the mindset of which he spoke. What happened here JMD Thesis – Communications and the Obama Presidency

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then was a quote that was easily ridiculed by critics of President Obama on both sides of the aisle. The lesson learned – Don’t make the mistake of framing your constituents as individuals incapable of acting rationally or thinking to full capacity. It can come across as insulting and can alienate swing voters from taking your viewpoints seriously. The problem with the language used by Obama during the midterm elections was that it continued to lack the unifying nature of the speeches and interviews that he gave during his presidential campaign. Instead of inspiring people to join together like he did as a candidate, Obama instead was divisive in his call to constituents during the midterms. This kind of language continued throughout the campaign, and the president that so many hoped to be post-racial in his politics instead appeared to be segregating potential voters. In a radio interview with Univision Obama made a call for Latino voters to show up to the polls on Election Day. However, the way that he did left something to be desired from the President of the United States. “If Latinos sit out the election instead of saying, ‘We’re gonna punish our enemies, and we’re gonna reward our friends who stand with us on issues that are important to us,’…if they don’t see that kind of upsurge in voting this election, then I think it’s gonna be harder and that’s why I think it’s so important that people focus on voting on November 2nd.”

Portraying the other side as the enemy, making the situation a case of either punishment or reward, doesn’t necessarily bring people to your side. As the Commander in Chief it is best to rise above the mud slinging that comes with campaigning, particularly when it is not for your own personal bid for reelection. To do so is a disservice not only to your base, but to the nation at large. Yet, this wasn’t the only case of Obama speaking in a way that was not inclusive. Nor was it the only time when race came into play. At a rally held in Philadelphia Obama (in referencing Republicans) told the crowd that the other side expected them to stay home, that they expected “black folks staying home.” In another campaign speech he made the mistake of alluding to race in a way that could be described to be in poor taste at best.

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“We don’t mind Republicans joining us. They can come for the ride but they gotta sit in the back.” The insensitivity of comments like these can make anyone look bad. With the bus comment Obama did not display a willingness to govern in a post-partisan fashion. Moreover, by using such an example it can seem that Obama was making light of the pain and challenges that fellow African Americans had to withstand before (and during) the Civil Rights Movement. The lesson learned – Using divisive language helps no one and can hinder your cause. Speeches should be used as tools to bring the American people together rather than tearing them apart. 2. Obama and the Tea Party Another thing to consider is Obama’s attitude towards those factions viewed to be in opposition to him, his administration, and the Democratic Party as a whole. First up is the Tea Party movement. Known for staging political protests at both the local and national levels, it is considered to be conservative and libertarian in nature. While its members have varying concerns, the pillars of the movement are the desire for reduced government spending, reduction of the federal budget deficit, lower taxes, and a government that stays true to the Constitution. During its beginning stages back in 2009, Obama addressed the Tea Party’s actions. Thousands of Tea Party protestors stood across the street from the White House in opposition to “Tax Day” while Obama was at a Democratic National Committee fundraiser in Miami, Florida. It was at this fundraiser that Obama addressed the actions of the Tea Party. “I’ve been a little amused over the last couple of days where people have been having these rallies about taxes. You would think they would be saying thank you.”

Describing himself as “amused” didn’t exactly do Obama any favors with this particular audience. Using this kind of terminology can give the impression of not taking the people that are part of the movement (or their concerns) seriously. Yet this was not the only occurrence of Obama ostracizing the Tea Party. Another notable moment was in an interview held on November 30, 2009. It was here that Obama discussed the unanimous vote of House Republicans against the stimulus bills. JMD Thesis – Communications and the Obama Presidency

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“Set the tenor for the whole year…That helped to create the tea-baggers and empowered that whole wing of the Republican Party to where it now controls the agenda for the Republicans.” Once again, this is not the way to make allies. Tea party activists dislike the term and its sexual connotation immensely. Using a phrase referring to a degrading sex act in regards to millions of Americans displays a level of disdain unfitting for a President of the United States. The lesson learned – Discounting an entire population and its concerns is a risky endeavor. Always remember that there are multiple audiences that must be listened to and respected. 3. Obama and Fox News The administration’s relationship with cable network Fox News can be described as strained at best. While most of the commenting on the famously right wingconservative oriented news channel has been done by Obama’s aides, the president has not kept himself from voicing his opinion on Fox News on more than one occasion. Perhaps the most controversial moment was in a recent interview with Rolling Stone in September. The golden age of an objective press was a pretty narrow span of time in our history. Before that, you had folks like Hearst who used their newspapers very intentionally to promote their viewpoints. I think Fox is part of that tradition — it is part of the tradition that has a very clear, undeniable point of view. It's a point of view that I disagree with. It's a point of view that I think is ultimately destructive for the long-term growth of a country that has a vibrant middle class and is competitive in the world. But as an economic enterprise, it's been wildly successful. And I suspect that if you ask Mr. Murdoch what his numberone concern is, it's that Fox is very successful.

This is a loaded statement on many levels. That Obama pit himself against a major media outlet in this interview is risky. It can easily be interpreted as the president being uneasy with criticism and speaking out against a free press. While such a comment may be deemed acceptable for a candidate on the campaign trail, it lacks the same pass when coming from the president.

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Making it personal isn’t the solution. Yet Obama seems to be making that mistake. Back in June 2009 he made a pointed effort of singling out Fox News. “I’ve got one television station that is entirely devoted to attacking my administration.”

In an interview held in October 2009 NBC News Correspondent Savannah Guthrie questioned the president on what he thought about some of his advisers claiming that Fox News was not an authentic news organization. Obama approached the question a bit more amicably, noting that his advisers had said they should take the media as it comes. Yet, at the same time he reiterated the approach of discrediting the news outlet. “If media is operating basically as a talk-radio format, then that’s one thing, and if it’s operating as a news outlet, then that’s another.”

Why the focus on Fox News? The Center for Media and Public Affairs (CMPA) has been performing an ongoing study on television coverage of President Obama. The CMPA study compares ABC, CBS, and NBC evening shows with Fox News Channel’s Special Report. CNN and MSNBC were not included in the study due to the fact that they have no comparable evening news shows. When looking to coverage after inauguration day it was discovered that only 35% of coverage from ABC, CBS, and NBC was positive in comparison to the 27% of positive coverage at Fox News. The study goes on the show that this kind of negativity in presidential coverage is normal. Earlier reports from CMPA show that George W. Bush (37% positive), Bill Clinton (34% positive), and Ronald Reagan (37% positive) faired similarly in coverage from the broadcast networks.

Based on the experience of the past three decades, incoming presidents should expect to receive twice as much bad press as good press and plan accordingly. In the modern era of media politics, presidential honeymoons end with the transition to power. Once they try to put their agendas into practice, Republican and Democratic presidents alike are fair game for a media anxious to tell the other side of the story. – S. Robert Lichter, Contributor to Forbes Magazine

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The lesson learned – Don’t single out a news outlet or play favorites with the media. To stoke the fire merely brings more attention to the lack of friendly coverage. Appearing thin skinned can be viewed as a sign of weakness. 4. Obama and the Tax Cuts Aftermath Following his recent compromise with Republicans on a two-year extension of the Bush tax cuts, President Obama faced a great deal of criticism. His decision to explain himself in a press conference held on December 7, 2010 however led to him dishing out jabs to Democrats and Republicans alike. What Obama seemed to forget was that the journey towards being nonpartisan does not come about by alienating members of both parties. The president took an issue that was supposed to transcend politics – acting as he saw fit for the betterment of the American people in terms of the economy – and turned it into a mudslinging event. The result was greater division and a decrease in morale. To the Democrats Obama used words like “sanctimonious” and “purists”, scolding them as if they were children and reminding them of the importance of compromise. He took the chance to defend his record with the Democrats as well, noting that “There is not a single thing that I said I would do that I have not done or tried to do”. For the Republicans he made the analogy of comparing them to terrorists. "I've said before that I felt that the middle-class tax cuts were being held hostage to the high-end tax cuts. I think it's tempting not to negotiate with hostage takers, unless the hostage gets harmed. Then people will question the wisdom of that strategy. In this case, the hostage was the American people, and I was not willing to see them get harmed."

While the president attempted to portray himself as a populist, he visibly angered members of both political parties. Furthermore, while his anger may have been meant to display a sense of solidarity with the American people, it came across as him whining or complaining. Americans do want a president who empathizes with them, but not one who is petty enough to place the blame on others while name calling in the process. The lesson learned – Be accountable for your own decisions. Placing the blame on others can lead constituents to believe that you are incapable of handling the challenges that come with the position. JMD Thesis – Communications and the Obama Presidency

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Yet this wasn’t the only strange turn of events following Obama’s announcement of the tax cuts extension. Later that week Obama hosted a spontaneous press conference with former President Bill Clinton. Clinton voiced his support of the tax deal and reiterated Obama’s call for compromise. What made the exchange so odd was that the president chose not to handle the presser on his own. Using Clinton’s popularity to sell the plan to those wavering on supporting the whole ordeal makes sense to a certain degree. However, the danger in doing this is that President Obama risks coming across as a man incapable of handling his job. This became especially evident when he left the press conference early to attend a Christmas party with First Lady Michelle since he had kept her waiting “over half an hour”. Instead of finishing the meeting Obama left Clinton to field questions from reporters and to conclude the event. The lesson learned – While endorsements can be beneficial, it is important to frame them in a way to your advantage. Also, not completing your own meetings displays disregard for the issues and audiences at hand. Prioritizing holiday parties over national issues can be viewed as flighty and irresponsible.

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Conclusion “If you would win a man to your cause, first convince him that you are his sincere friend.” -

Abraham Lincoln, 16th President of the United States of America

Based upon the research done for this paper, it has become clear that there are still challenging times ahead for both Obama and his administration. A recent poll conducted by Gallup confirms this sentiment. When asked whether or not they are satisfied with how things are going in the United States at this time, only 17% of respondents said yes. The state of the economy seems to be at the center of this dissatisfaction. The economy is ranked as the “most important problem” by Gallup participants. Either the economy or unemployment has been ranked as the top problem each month since February 2008. It would be wise for Obama to refashion his presidency at this point. He needs to tap into the idea of political empathy. What made men like Bill Clinton and George W. Bush adored by their bases was their gift to behave as relators. Obama needs to do this on a national scale. He was able to cross partisan lines during his campaign. He must now find a way to do so in his governing strategies and show the American people that he is indeed on their side. A bit of self-critique or self-correction would do this president an extreme amount of good. If he displays a bit of humility (and even self-deprecation) he can show himself to be a more relatable leader. The key then would be to go beyond Capitol Hill. Obama has been so focused on legislation during his time as president that he seems to have forgotten that there is more to being a president than simply passing bills. While this is understandable because of his background as a state and national legislator, it is not an excuse for ignoring the multi-faceted nature of his job. He needs to use his gift for public speaking to shape the agenda and mood of the country. He must remember that the most successful presidents in American’s past focused on finding an emotional connection with constituents – using the bully pulpit role without exhausting the public’s appetite.

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As of right now the 2012 elections are up for grabs. It will be interesting to see whether Obama and his team of White House professionals will be up for the challenge and if they wind up victorious.

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Appendix One: Topline Data Survey Data 1. Out of the last five presidents who do you find to be the most relatable as a person?

Ronald Reagan George H.W. Bush Bill Clinton George W. Bush Barack Obama

TOTAL: 22% 7% 35% 13% 23%

2. Which president do you find to be the best communicator?

Ronald Reagan George H.W. Bush Bill Clinton George W. Bush Barack Obama

TOTAL: 31% 3% 34% 1% 31%

3. Which president do you find to be the most trustworthy?

Ronald Reagan George H.W. Bush Bill Clinton George W. Bush Barack Obama

TOTAL: 37% 13% 12% 8% 30%

4. Who do you feel handled the economy the economy best?

Ronald Reagan George H.W. Bush Bill Clinton George W. Bush Barack Obama

TOTAL: 39% 6% 49% 2% 4%

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5. Who do you feel is the best president overall?

Ronald Reagan George H.W. Bush Bill Clinton George W. Bush Barack Obama

TOTAL: 40% 7% 46% 2% 5%

6. How would you grade Barack Obama’s handling of the economy?

A B C D F

TOTAL: 1% 26% 28% 19% 26%

7. How would you grade Barack Obama’s crisis leadership skills?

A B C D F

TOTAL: 11% 28% 26% 14% 21%

8. How would you grade Barack Obama’s vision setting and agenda?

A B C D F

TOTAL: 17% 21% 28% 14% 20%

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9. How would you grade Barack Obama’s communication skills?

A B C D F

TOTAL: 35% 39% 15% 7% 4%

10. How would you grade Barack Obama’s overall job performance?

A B C D F

TOTAL: 5% 30% 24% 21% 20%

11. Do you think Barack Obama deserves reelection in 2012?

Yes No

TOTAL: 44% 56%

12. What is your gender?

Male Female

TOTAL: 57% 43%

13. What is the highest level of education you have completed?

High School Some College College Degree Graduate or Professional Degree

TOTAL: 5% 29% 46% 20%

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14. In which of the following age ranges do you fall?

18-21 22-25 26-30 31-40 41-50 51-60 60+

TOTAL: 17% 20% 13% 15% 22% 12% 1%

15. What region of the country are you from?

Northeast Midwest South West

TOTAL: 60% 26% 3% 11%

16. What is your yearly personal income?

Less than $30,000 $30,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 More than $150,000

TOTAL: 31% 15% 16% 11% 13% 14%

17. What is your ethnic background?

Caucasian African-American Hispanic Asian Other

TOTAL: 87% 1% 6% 3% 3%

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18. What is your political party affiliation?

Democrat Republican Independent Other

TOTAL: 29% 20% 41% 10%

19. Did you vote for Barack Obama in the 2008 presidential election?

Yes No

TOTAL: 45% 55%

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