"Mission Accomplished"

Bush's Address Aboard the USS Abraham Lincoln - May 1, 2003

We "students of rhetoric" can sometimes be a weird bunch. We get all fluttery in anticipation of events such as the State of the Union Address, Keynote speeches at party conventions, and last night's presidential address aboard the USS Abraham Lincoln.

Rather than agree with my friends who insist this is because I don't have a life, I would instead argue that it is because presidential speeches are the last true examples of pure rhetoric. And as such, they are powerful tools for helping us understand what makes an effective speech and an effective speaker.

What lessons can we, as business professionals, amateur orators and other curious parties learn from President Bush's May 1st Address to the Nation? In the interest of time, I will focus on the three most important:

• Pick one core message and hammer it home
• Know your audience and explicitly address their needs
• Never underestimate the importance of a good setting

Bush's Message

Ostensibly, Bush was addressing the nation to let us know the war was over. According to analysts, he couldn't exactly say that for a variety of reasons but the Administration felt, rightly so, that Americans needed some kind of closure.

In reality, Bush's intent was to convey a slightly different message. The end of major combat in Iraq is secondary to the fact that the war on terrorism has not ended and that this war is about freedom and liberty. He hammered this home with language that didn't allow the listener to forget for one minute that this is what the speech was about. The words "liberty" and "freedom" appear 16 times in the body of the speech. This is an interesting change in tactics by the Administration who heretofore had framed the war against terrorism in terms of security, a word that is only mentioned twice.

Bush's Audience

Again, Bush ostensibly was here to address member of the armed forces and thank them for a "job well done". That he did, humbly, warmly and very effectively In fact, some of the best part of the speech were when he expressed in gratitude and pride in the military). But we are allow politically sophisticated enough to know that the Administration was targeting a much larger audience, Americans and the world.

Bush's speech explicitly acknowledged all of these constituencies.

He congratulated the US military who are perform what is often a thankless task: "In this battle, we have fought for the cause of liberty and for the peace of the world. Our nation and our coalition are proud of this accomplishment, yet it is you, the members of the United States military, who achieved it. Your courage, your willingness to face danger for your country and for each other made this day possible.
Because of you our nation is more secure. Because of you the tyrant has fallen and Iraq is free."

He managed the expectations of the home front who are anxious and unsure about the future, "We have difficult work to do in Iraq.", "The transition from dictatorship to democracy will take time", "The war on terror is not over, yet it is not endless. We do not know the day of final victory, but we have seen the turning of the tide.", "Our mission continues. Al Qaeda is wounded, not destroyed."

He thanked coalition partners who spent a tremendous amount of domestic political capital by supporting the war, "This nation thanks all of the members of our coalition who joined in a noble cause. We thank the armed forces of the United Kingdom, Australia and Poland who shared in the hardships of war. We thank all of the citizens of Iraq who welcomed our troops and joined in the liberation of their own country."

He reassured our allies who are concerned we are growing too militaristic: "The use of force has been and remains our last resort" and he attempted to reassure the Arab world who are increasingly inclined to view the US as oppressors and anti-Palestinian: "And anyone in the world, including the Arab world, who works and sacrifices for freedom has a loyal friend in the United States of America." , "We are committed to freedom in Afghanistan, Iraq and in a peaceful Palestine."

There was nothing ambiguous in his phrasing. He knew what his audience needed and gave it to them, plainly.

Bush's Setting

It's good to be king, as they say. Or at least President. The highly choreographed event was favored by the privileges of power, (fighter jet transport, aircraft carrier as stage, etc.) and a big ole dose of luck. After changing out of flight suit, Bush re-emerged on deck in a suit and tie to a glorious setting sun over the Pacific Ocean. This setting was complemented by thousand of cheering seamen and women. It combined to create what one advisor called "a dream image" that will be included in many a Bush campaign ad in 2004.

So, what can we mere mortals learn from this?

Easy:

1. Stick to a core message and don't be afraid of repeating it over and over again
2. Subtlety and a clever turn of phrase aren't necessary when it comes to comes to meeting your audience's needs. Address them head on.
3. Try to control as much of your setting as possible to heighten your aura of authority and confidence and then pray for good weather!

 

Postscript - January 21, 2004: "Mission Accomplished" may be the "Read my lips" of Bush the Younger's Administration. The controversy surrounding this possibly premature proclamation has epitomized the divisiveness that the war has engendered among Americans. If Bush loses in 2004, it may well because of this image that initially worked so well for him. Lesson: Finality only works when when its really final... For a more complete analysis of this event, look for my forthcoming book: POTUS Flubs: Communications Lessons Everyone Needs to Learn from the 10 Not-So-Greatest Moments in Presidential Rhetoric.

Click here for analysis of other important political speeches.