Larry D. Lauer

During every presidential election I think about the communication challenge ahead for either winner.  During the campaign, candidates tend to talk about what they will do on “day one.” And when you think about it, the communication challenges for either one will be enormous: How can all those varied “publics,” domestic and foreign, be reached efficiently, effectively and positively?

Basically I am a free enterprize advocate and believe in maximum freedom for individuals. However, my writings also reveal that I see a strong role for government in curbing mindless greed and maintaining a fair, just and safe society. But from a communication perspective, I wonder if even the kind of lean and focused government I support can ever effectively communicate clear policy and plans? Just think about the challenges ahead for our president.

When it comes to domestic issues, how does a president communicate his or her policies effectively to extremely polarized audiences?  No matter who wins, “here is how I am going to work with you,” might be the most  important message of all.

When it comes to foreign policy the communication challenge can even be more difficult because there are several departments of government that need to be engaged and coordinated.  For example, the White House will be sending messages. The state department will be addressing foreign governments and their publics. The defense department will do the same from their perspective. The commerce department will too. The CIA, the FBI, and so on… all have communication responsibilities.  And each will interpret revised and/or completely new messages to its audiences. With all this organizational complexity, here again the most important message might be one of a clear leadership style and approach.

All of these entities will certainly have a huge tool box full of communication tactics. They range from face-to-face contact and meetings, to traditional print media, to mass media, to new digital and social media.  And when they all converge, and the messages are complex, the result can be more mass confusion than enlightenment.  People get frustrated and confused in an information cluttered world. “We no longer know what we know, and we don’t like that feeling!” 

In today’s polarized climate, it could be that people will mostly just want to know simply what kind of person will be leading this country, and how serious problem-solving will be approached.  It seems that more and more people and governments are not responding to ideology-driven initiatives, threats and arguments. Rather, many seem to be longing for a more pragmatic-minded world. Certainly there are many individual and government exceptions. But a world based on integrated strategic communication tactics… that is a single voice with simple messages about practical objectives and effective problem-solving processes… just might win the day with what might actually turn out to be a truly vast silent majority!