With the presidential inauguration on tap Jan. 20, Ohio Northern University faculty members offer insights on the incoming president’s unique communication style and how he can use this event to gain traction.
Inaugural address is pivotal in setting tone
The tenor of his inauguration speech will be pivotal in incoming President Donald Trump’s efforts to lead a divided nation, Ohio Northern University communications faculty member Jennifer Walton notes.
“After such a divisive political season, it is imperative that Trump sets a positive tone and shares his plans on how he plans to unite the country,” said Walton, associate professor of communication studies and chair of the Department of Communication and Media Studies at ONU. “Shortly after the election and his initial conversation with President Obama, things looked promising, but shortly thereafter, talk of a smooth transition and working with the current administration went out the window.”
Substance is important, according to Walton.
“Trump needs to talk in concrete terms about specific topics that resonate with people. It would be smart to discuss issues that everyday Americans care about and can bridge the gap he has with his detractors. Themes he should discuss are the economy, foreign policy and homeland security. If he hits those notes hard, he can build bridges with people. These are messages that matter to most people who are concerned about having jobs and putting bread on the table.”
Trump has a somewhat daunting task.
“Not only did people not support him during the election, but they are still fighting him,” Walton said. “If he keeps a presidential tone, he will be OK. I will be disappointed if he goes on the attack.”
Walton finds it encouraging that Trump is consulting with presidential historian Douglas Brinkley. “He has indicated he is trying to channel Presidents Kennedy and Reagan, who were both uniters and strong communicators. Trump also has said he wants his talk to be short and powerful, which is a good thing.”
True to his nature, Trump is taking an unconventional approach to crafting his speech. “He is writing his own speech, which has not been done in decades. But, he has built his career on being a deal-maker, and he needs to bring that attribute to the highest level on Jan. 20.”
According to Walton, it is also important that Trump look and act like the nation’s chief executive.
“After he was elected, Trump started acting more presidential for a little while. Then, during his victory tour, he went back to his old ways around his supporters.”
Trump changing the rules for social media use
President-elect Donald Trump’s unfettered style is changing the rules for presidential communication with both social and traditional media, says Ohio Northern University faculty member Alisa Agozzino, an expert in social media use.
“This is all new and different from other elections and incoming presidencies, and we will find out if it ultimately works,” said Agozzino, associate professor of public relations at ONU. “Usually, the CEO of a company, let alone an entire nation, will use a public relations team to vet the material he posts and to gauge the repercussions. That does not seem to be the case here, where Trump seems to be putting information out there without consulting with others.”
“In some ways, he seems more concerned with his personal brand than the brand of what he will represent. It will be interesting to see if his approach changes once in office.”
There are positive and negative aspects to Trump’s approach.
“He puts information out there that is definitely authentic because it is straight from him, which is great. Also, we are seeing things unfold in real time, including his thoughts and even interaction with other leaders, and how cool is that? However, it can also be dangerous. He has to watch what he says, or it can come back to bite him. As I warn my students, what you post on social media is out there permanently, and you need to be thoughtful about it.”
His social media usage seems to fit Trump’s personality. “You have to remember that he is a celebrity more than a politician,” Agozzino said. “He is using much the same approach he used on ‘The Apprentice.’ Usually, when you let someone go, you have a private conversation. Instead, he just blurts out, ‘You’re fired.’”
Trump’s social media usage is also changing media interactions.
“Presidents, both those in office and incoming, have traditionally relied on the news media to reach people. Instead, Trump is taking his message straight to the people, which was his style during the campaign. By relying on his social media posts, Trump is able to deliver the message directly, and he does not have to do it in a specified time and place, as he would with press conferences. Again, that seems to fit his personality.”
“This is changing the landscape. Now, reporters do not have as much influence over the message, and, often, they are reacting to his tweets. In all ways, Trump is the exception to the rule. It will be interesting to see if he changes once in office and if he has time to tweet so frequently.”
