Keep It Simple, Stupid

You can learn valuable lessons on ways to implement your own communications strategies by observing current events. A perfect example of poor messaging strategy is playing out right now in New York City and the White House.

There’s a political firestorm over the proposed Islamic community center near “Ground Zero” in New York City.  One side believes the community center is an affront to the people who lost their lives in the 9/11 attacks; another side believes it is within the rights of American citizens of all faiths to build a place of worship and community on private property.

President Obama has taken the latter position on this issue, but he’s having some serious trouble with his messaging:

President Obama’s comments on a plan to build a mosque in the shadow of ground zero are not only giving opponents an opportunity to attack him but also reveal a messaging problem from the White House, a communications expert said.

“The danger here is an incoherent presidency,” said David Morey, vice chairman of the Core Strategy Group, who provided communications advice to Obama’s 2008 campaign. “Simpler is better, and rising above these issues and leading by controlling the dialogue is what the presidency is all about. So I think that’s the job they have to do more effectively as they have in the past [in the campaign].”

Obama has faced a torrent of criticism for what was called mixed messages on the controversial plan. On Friday, Obama said Muslims “have the same right to practice their religion as anyone else in this country … That includes the right to build a place of worship and a community center on private property in Lower Manhattan, in accordance with local laws and ordinances.”

The following day, Obama told Ed Henry, CNN’s senior White House correspondent, that he was “not commenting on the wisdom” of the project, just the broader principle that the government should treat “everyone equal, regardless” of religion. Then a White House spokesman clarified those comments.

[...]

“Communicating as a law professor does not work as president. It’s not worked,” he said. “You’re drawing fine distinctions and speaking in long enough paragraphs that they can be misconstrued and taken out of context and frankly, handed to your opposition to exploit. And that’s clearly what’s going on here [with the Islamic center/mosque comments].”

[...]

While many poked fun at former President George W. Bush for mispronouncing words and stumbling through sentences, observers note that he rarely had to backtrack on his answers because he employed a simple and direct messaging approach.

(Emphasis ours)

Like Morey, we believe you can be too smart for your own good. The president is indeed an intelligent man who appears to be struggling with having to pare his policies, opinions and arguments down to a simplistic statement.

We don’t see the president as cynically trying to have it both ways; we see him struggling with his professorial need to be intellectually evenhanded. That doesn’t work in a sound bite media culture. Of course, it also leaves you vulnerable in a “gotcha” political climate.

We’ve said it before; keep it short and pithy. The news media–whether it’s TV, print or online–prefer brevity. They love the sound bite. If you’ve prepared a few good, juicy sound bites you will likely have a positive effect on the story.

KISS, or “Keep It Simple Stupid” is an apt strategy. The same can be said for your communications: whether it be internally to employees or externally to the news media, simplicity is rarely misconstrued. Nuance and shading–even in the interests of being intellectually honest and evenhanded–leaves too much room for misinterpretation and damage to your brand.

President Obama may be getting this message now, if he doesn’t overthink it. Respectfully, Mr. President, you need to Keep It Simple, Stupid.

As a service to our readers, we discuss topical issues in a way that we hope will instruct their own communications strategies. In that vein, we welcome your comments about the communications aspect of this subject, but will not post comments about the controversy itself or the president’s politics.