Well, now I’m getting worried. In reply to a comment regarding the recent post “President Obama and language used stupidly” (https://communicatorsandcommunications.com/2009/07/27/president-obama-and-language-used-stupidly/) I wrote: “I have some concern his communications team may be a little off stride of late: I will continue to monitor this and report appropriately on the C&C blog…and I am hoping these recent missteps are not indicative of a trend, but rather a “slip and fall” in an otherwise stellar tightrope act.” Now I’m not so sure.

Yesterday I, along with millions of others who subscribe to WhiteHouse.gov received the following e-mail:

Dear Friend,

This is probably one of the longest emails I’ve ever sent, but it could be the most important.

Across the country we are seeing vigorous debate about health insurance reform. Unfortunately, some of the old tactics we know so well are back — even the viral emails that fly unchecked and under the radar, spreading all sorts of lies and distortions.

As President Obama said at the town hall in New Hampshire, “where we do disagree, let’s disagree over things that are real, not these wild misrepresentations that bear no resemblance to anything that’s actually been proposed.”

So let’s start a chain email of our own. At the end of my email, you’ll find a lot of information about health insurance reform, distilled into 8 ways reform provides security and stability to those with or without coverage, 8 common myths about reform and 8 reasons we need health insurance reform now.

Right now, someone you know probably has a question about reform that could be answered by what’s below. So what are you waiting for? Forward this email.

Thanks,
David

David Axelrod
Senior Adviser to the President

P.S. We launched http://www.WhiteHouse.gov/realitycheck this week to knock down the rumors and lies that are floating around the internet. You can find the information below, and much more, there. For example, we’ve just added a video of Nancy-Ann DeParle from our Health Reform Office tackling a viral email head on. Check it out:

http://www.whitehouse.gov/realitycheck/71/?e=11

For my purposes, I have here only reproduced the introductory section of the email, which is what I want to consider. You can read the complete text at: http://www.whitehouse.gov/blog/The-Return-of-the-Viral-Email/

Now, what is my concern? Effective communication, as usual – and therefore, I was more than a bit taken aback by the tone and particular use of language in the email, issued after all by the “Senior Adviser to the President” and bearing both the “imprimatur” and letterhead of the White House. In fact, whitehouse.gov, the internet “face” of this administration has itself changed somewhat in character. For those not familiar with this web site, it was to be  an “open window” for the public to the White House and the current administration. On his first day in office, President Obama issued an executive order, the purpose of which was to ensure that the entire federal government should be more open, transparent, and internet-friendly. It stated that agencies must put information about their operations and decisions online and make them readily available to the public. So far so good. In spite of some “technical” glitches at first, whitehouse.gov has tried up until most recently to  practice what it has preached.

The health care reform initiative, characterized most recently as health insurance reform as hopefully more “palatable”, confronted by the opposition – including a barrage of TV ads opposing such reform, the town hall meeting protests (see my post regarding this:https://communicatorsandcommunications.com/2009/08/11/town-hall-protesters-communicate-effectively-not/), etc. have moved the administration’s communications approach into attack mode. The tactics being employed have been called “push back”. Basically there’s nothing wrong with a good old battle of words, depending on what the words are – the overall strategy may be OK at this juncture, it’s the methodology which is in question. The idea seems to be,  “fight fire with fire” – the only problem is the administration is starting to appear as if it is mud slinging instead of mud wrestling. 

There is a stridency to the email which was sent (stri-dent, adj. making or having a harsh sound; grating; to make a harsh noise) which could backfire.  The use of terminology  such as “spreading…lies” is akin to the use of terminology such as “acted stupidly” – remember the reaction to that.

The overriding consideration in any fight of competing ideas must be to ensure that the party that is in the leadership position by virtue of standing (such as a President) always  is seen as such; that doesn’t mean you can’t “take the gloves off” and strongly defend your position, or point up the fallacies in the argument of the opponent, but don’t resort to anything resembling an ad hominem attack – don’t use language which may be taken to suggest the other player is a liar for example. We’ll have to wait to see who lands the next punch!

➡https://communicatorsandcommunications.com/2009/08/14/president-obama-and-the-return-of-the-viral-email/

Filed under: American culture, communication theory, internet culture, public figures | Tagged: Barack Obama, communication strategy, David Axelrod, health care reform, politics, WhiteHouse.gov | Leave a comment »