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Contributors
Michael Levine - Contributor
Michael
Levine is the founder of the prominent public relations
firm Levine Communications Office in Los Angeles. He is
the author of 15 books. www.LCOonline.com -
E-mail:mlevine@LCOonline.com
[go to Levine index]
 Reagan
Style
Three
communications secrets of the Great Communicator...
[Michael Levine] 7/30/04
Robin Williams
once said of former president Ronald Reagan, “You’ll
notice that [Nancy] never drinks water when Ronnie speaks,” implying
that Nancy did all the talking for him. Williams’s quip
emphasized the importance of communication in the public’s
perception of Reagan; humorists zeroed in on that aspect of the
President’s public image. Although there were skeptics
like Williams, most commentators took a more favorable view of
the president’s facilities of communication. The key qualities
of Reagan’s communication skills noted by commentators
were his confidence, optimism and wit.
I’ve worked in media and public relations for 20 years,
and experience has taught me that communication is an essential
skill to master in order to be successful in all aspects of one’s
life. No one person can do many things without the involvement
of other human beings; having superior communication skills,
then, is a highly enviable quality, and those who manage such
a feat serve as role models to the rest of us. Ronald Reagan, “The
Great Communicator,” exemplified this quality so well that
people elected him President.
1. Confidence,
such as Reagan had, is one of the essential non-verbal aspects
of
communication. Confidence can help one talk to others
with ease and makes people want to listen to what one has to
say. One way to gain confidence is to gain understanding. If
one has a firm grasp of what it is one wants to say, one will
have fewer reservations about speaking out. Reagan had confidence
in what he was saying. He believed in his material and was familiar
with it, which gave him the confidence to communicate well and
be well received by his audience. Similarly, believing in one’s
own goals and ideas, communicating them without doubt, will gain
them a better reception than an uncertain, mumbled communication
would.
2. Reagan’s confidently-delivered speeches were crafted
to give his American audience hope and a sense of optimism. His
1984 re-election campaign slogan, “It’s morning again
in America,” exemplified his vision of a better future
for the country, especially after the traumas (Watergate, Vietnam,
etc.) of the sixties and seventies. No one likes hearing bad
news, and a positive attitude inspires one’s listeners,
improving their outlook on the topic and on the speaker. Reagan’s
use of symbolism- “morning”- is a particularly effective
method of communication, as it solidifies an abstract concept
in the listener’s mind with an image, making Reagan’s
idea of a positive future more real. In communicating an idea,
one would best be served by finding a positive expression for
the idea, and finding an evocative symbolic form for the positive
idea.
3. The third
key to being a great communicator is wit. One must have a sense
of
humor and be able to tell stories, jokes and
anecdotes. Telling a joke will help break the ice and get people
interested in what one has to say, enabling a better connection
with them. Doug Gamble, one of Reagan’s speech writers
said, “Unlike Presidents George H.W. Bush and Bill Clinton,
whose use of humor often seemed less than heartfelt and somewhat
mechanical, and George W. Bush, who is uncomfortable doing it,
humor glowed from Reagan's very soul.” Reagan expertly
used his genuine sense of humor and excellent comedic timing
to not only amuse his audience, but also to convey his political
points. For example, Reagan illustrated a key principle of his
political philosophy with the quip, “The nine most terrifying
words in the English language are: 'I'm from the government and
I'm here to help.'" Reagan knew that humor and optimism
helped soften the edges of extreme issues such as outlawing abortion.
One can survive with extreme views if one is likable and sincere.
One effective
manifestation of wit is the strategic deployment of self- deprecating
humor.
Making oneself come across as more
human and down-to-earth will more readily draw people’s
interest in one’s message. Returning to a Reagan example,
the late President enjoyed poking fun at himself, not only for
entertainment purposes, but also to disarm his opponents. When
Reagan’s opponent in the 1984 campaign, Walter Mondale,
described Reagan’s reign as "government by amnesia," the
president reacted, "I thought that remark accusing me of
having amnesia was uncalled for. I just wish I could remember
who said it.” Similarly, Reagan jested about his alleged
tendency to fall asleep on the job, “I’ve given my
aides instructions that if trouble breaks out in any of the world's
hot spots they should wake me up immediately - even if I'm in
a Cabinet meeting." Self-deprecating humor is a very effective
communication tool.
With “The Great Communicator” no
longer with us and with no role model to replace him, it remains
up to each
of us to become our own great communicator. Be confident, be
witty, be optimistic, and you can interact effectively enough
with others to realize your goals. CRO
copyright
2004 Michael Levine
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