Larry D. Lauer

The word “optics” is creeping into journalism jargon. It essentially means that how and where an event is staged and seen either reinforces or harms the impact of the content of the message.

From a communication perspective optics are therefore extremely important. There is no doubt that the setting and impact of the overall imagery of an event play an important role in how audiences respond. That said, how it actually works in practice is always very complicated.

Leaders already in positions of responsibility need to be careful about the setting they chose for handling crises or dealing with major issues. For example, when a disaster strikes it matters whether a CEO or president is seen commenting while playing a round of golf or while moving to a more “take-charge” looking location to manage the situation.

But when it comes to political campaigns choosing the setting can be a different and more complicated matter. A setting for making comments can look natural and appropriate or it can come-off as contrived and artificial… depending on the predispositions of the audiences. And reactions can even vary among different segments of the same target audience.

For example, when Donald Trump recently appeared in an African-American church would you say he was successful in demonstrating a sincere concern for the plight of the group? Or did he look uncomfortable and out of his element? When he read his statement was he convincing? Or did he sound awkward and artificial? In the final analysis, did he succeed or fail in meeting his objectives?

Some might say he got positive points for just making the effort, no matter how he looked. He may have neutralized the issue somewhat merely because his opponent is gradually losing some ground with this audience. Others might say his real audience was not his regular followers, or even in that church. Rather his target was middle class white Republicans who just wanted to see media reports of him making an effort to reach out to minorities.

When Trump met with Mexican President Pena Nieto did he look presidential?  Some were no doubt predisposed to say yes even before he made the trip. Others were predisposed to say no. Then, when he returned to the US was sounding like a different person detrimental to his cause? Or were the same people already predisposed to like him in both situations?

Optics are certainly important in all leadership communication. Setting and imagery do matter. Predispositions and expectations also matter. But in the case of today’s political campaigns there are just too many conflicting predispositions to be certain of overall results.