Mr. President, next time stand up

I am a keen observer of Presidential communications strategies.

I admit I am a big geek when it comes to the long drawn out US presidential campaign season. I enjoy the marketing and PR aspects. Many people think the two-year campaign is too long. Not me. I love all the debates and speeches and talk show appearances. All marketers can learn from Presidential campaign strategies.

Yesterday, President Obama delivered the first Oval Office address of his presidency. While the speech itself was mostly good, I had a big issue with style. Direct link to video on the White House You Tube channel here.

If you are new to my blog, please note that this is a marketing strategy blog, not a political one. I make no observations on the political aspects of the President’s speech, nor the BP oil disaster.

The President spoke in the same way that every other President has – from his desk. In my opinion, this made his speech much less effective.

I think the address to the nation would have been much more powerful had the President stood instead.

1 As Senator, Presidential candidate, and as President, Barack Obama has delivered thousands of speeches while on his feet. Standing is natural for him. Sitting while delivering an important speech is not.

2 While tradition dictates that Presidents sit during Oval Office addresses, Obama has never been one for following others. His acceptance speech at the 2008 Democratic Convention, which he chose to do from Denver’s Mile High Stadium, was an important moment. Every other candidate going back many decades has spoken from the convention hall. If he had stood during yesterday’s Oval Office address, he would have signaled: “I am in charge.”

3 When you speak while standing, you have more control over your voice (because your diaphragm is in a natural position).

4 When you stand, you have more options for non-verbal communications like hand movements.

Mr. President, next time stand up.

+++++++++

UPDATE - My friend and speaker coach Nick Morgan blogged about the speech too. President Obama’s Oil Spill Speech -- how effective was it?

Comments

[Henry Posner]

"The President spoke in the same way that every other President has..."

I recall Jimmy Carter attempting to revive FDR's fireside chats by making a televised speech in front of a fireside, possibly sitting in a rocking chair and definitely wearing a cardigan sweater.
- Henry Posner

[Jake LaCaze]

I agree, David. Politics aside and speaking from a marketing and PR standpoint, Obama does look more confident and "in charge' when standing. Sitting seems so awkward and out of place. Also, because he was sitting, his hand motions were more distracting. But it wasn't as if he could put them under that table or grab the sides of a podium.

His campaign showed me that half of being a leader is looking like a leader.

[AndyGCook]

I totally agree David! I feel like the President is forgetting why he won the office in the first place. He captivated the country by NOT being like every other president before him. Great observations

[David Meerman Scott]

Henry - Yeah, Carter and his cardigans were classic of his style.

Jake and Andy - thanks for jumping in. Yes, he looked more like a leader to me when he was running than he does as President.

[Edwin Dearborn]

While I see your point clearly, I feel that the President's message has a deeper problem: softening the fears that he can actually bring change, his original marketing message.

Elections are a fun marketing experience, and even Sergio Zyman in his book, "The End of Marketing As We Know It" commented that what wins elections is a direct indication of how the voters feel.

The President has come off point of what got him there.

[AmyO]

Very insightful! I felt like I was watching just another in a long series of presidential speeches that were necessary, but not differentiated. Breaking the mold for the format might have helped.

[Doug Brockway]

Maybe start behind the desk, delivering facts, talk about some options, as the talk moves to what must happen and how that will occur stand up, walk to the side of the desk, move to sit on the edge of it,... SOMEthing....

[Tim Washer]

Indeed, he should have stood up, but in some emergency response center on the Gulf Coast. In the middle of the action, instead of far away in Washington.

But the verbal needed work too. The militaristic language seemed out of place ("battle plan")... was it to create a common enemy? BP doesn't need help with that.

President Obama is such a gifted speaker. But his performance last night really missed the mark.

[Henry Posner]

Doug has a good point. I recall vividly in '68, Walter Cronkite devoting quite a bit of an entire news broadcast to how badly we were handling things in Viet Nam. He spent time out from behind his desk with the 1960's version of PowerPoint. His conclusion was, "we are mired in stalemate." After watching Cronkite's broadcast, LBJ was quoted as saying. "That's it. If I've lost Cronkite, I've lost middle America." Effective to a fault.

Many say Cronkite's presentation was instrumental in turning Mr & Mrs Middle America away from blindly supporting our policies.

[Go2Mach2]

Thanks David...

Politics aside, I think it is often a no win situation for any president. Half the people prefer him standing and appearing more in charge while the other have want him in touch with regular folks.

Speaking while standing has its advantages; but sometimes it makes people seem "Better than"

Reminds me of an oldie but a goodie - You can please some of the people some of the time - you can please all of the people some of the time - but you can't please all of the people all of the time.

Thanks for the post...