Larry D. Lauer

In this 24/7 cable news-dominated world, people everywhere are concluding that America’s democratic-republic experiment is simply not working. And the President’s recent erratic behavior is adding to that perception.

The current chaos must indeed be music to the ears of Russian, North Korean, Chinese, and Iranian autocrats who have been using social media to disrupt everyone’s confidence in America’s political system. Right now we are definitely vulnerable to both violent and cyber attacks… inside and outside our country.

Up until recently the simple “idea of America” has functioned as our promise that the country’s political leaders will always champion equal opportunity, justice, and human rights for everyone. Although their methods were not always uniformly effective, overall we have been able to demonstrate that like-minded allies working together will gradually be able to make the world more peaceful. The current White House, however, will be leaving our founder’s “democratic-republic” badly fractured.

To fix the damage, President Biden’s new communication team will need to have strategic and brand identity messages ready on day-one to rebuild national unity and reestablish world leadership. These identity messages must guide all official speeches and statements, and undergird all daily releases. And in order to dominate daily news headlines, this team will need to include a group of top-of-their-game Internet and social media professionals.