Grading Barack Obama’s Crisis Communications Efforts Regarding Rev. Wright
So how did Barack Obama do in his handling of the Rev Wright Fiasco?
I give him an “A” for properly distancing himself from Wright’s past and current statements. I give him a “C” in terms of positioning himself against Wright for the future. And a “D- in terms of his ability to be positive and change the whole terms of the debate. Overall grade for handling this media crisis: “C+”
For starters, Obama did an excellent job of delivering sound bites using excellent emotion and absolutes in denouncing Rev. Wright’s inflammatory comments. Here are the best sound bites Obama said yesterday:
“…when he states and then amplifies such ridiculous propositions as the U.S. government somehow being involved in AIDS, when he suggests that Minister Farrakhan somehow represents one of the greatest voices of the 20th and 21st century, when he equates the United States wartime efforts with terrorism, then there are no excuses. They offend me. They rightly offend all Americans. And they should be denounced. And that’s what I’m doing very clearly and unequivocally here today.”
“His comments were not only divisive and destructive, but I believe that they end up giving comfort to those who prey on hate and I believe that they do not portray accurately the perspective of the black church.”
“And based on his remarks yesterday, well, I may not know him as well as I thought, either.”
“I’ve already denounced the comments…”
“…an exploitation of those old divisions…”
“Reverend Wright does not speak for me. He does not speak for our campaign. I cannot prevent him from continuing to make these outrageous remarks.”
“…when I say I find these comments appalling, I mean it. It contradicts everything that I’m about and who I am.”
“…it is completely opposed to what I stand for and where I want to take this country.”
“But the insensitivity and the outrageousness, of his statements and his performance in the question-and-answer period yesterday, I think, shocked me. It surprised me.”
“But I feel very strongly that — well, I want to make absolutely clear that I do not subscribe to the views that he expressed. I believe they are wrong. I think they are destructive.”
“…what Reverend Wright said yesterday directly contradicts everything that I’ve done during my life.”
“All it was, was a bunch of rants that — that aren’t grounded in truth, and you know, I can’t construct something positive out of that. I can understand it. I, you know, the — you know, people do all sorts of things.”
All in all, these are high quality sound bites, filled with emotion, absolutes, and passion—all of them irresistible to reporters looking for a quote in a story. No fair minded person can seriously conclude that Obama endorses Wright’s world view.
When it comes to separating himself from Wright of the present, I give Obama an A+ for his sound bites.
But, where I fault Obama is not giving stronger and more memorable sound bites to inoculate himself from Wright in the future. I would have urged him to say something like this:
“I pledge to the American people that if I am elected president, I will do everything I can to make sure Rev Wright has no impact on my administration’s policies. I will make sure he never steps foot onto the hallowed grounds of the White House. Furthermore any member of my administration who invites Rev. Wright to the White house or even calls him for advice will be summarily fired.”
That is a sound bite that would be widely quoted and would allay people’s concerns that Wright might have influence in the future.
Finally, I think Obama did a poor job of repositioning the issue to force the media to move beyond it. He should have said something like this:
“I have denounced my supporter, Rev. Wright’s extremist views in the most forceful manner possible, yet my opponent, John McCain, has not had to denounce the bigotry of his supporter, Rev John Hagee’s numerous bigoted remarks, nor has John McCain been asked to denounce his support, Rev. Jerry Falwell’s remarks that America deserved 9-11 because we are pro-choice. Why the double standard? I want the American voters to start demanding that the media end this double standard. Enough is enough.”
A statement like this would have forced the media to go on the defensive, changed the dynamic of the story, and forced Sen. McCain to go on the defensive, plus it would have reframed the entire issue in more neutral terms. It would also give Obama defenders a chance to feel like they are on the moral high ground and to move on the attack against the media and other political opponents.
April 30th, 2008 at 3:40 pm
I liked your analysis of what Obama did well and less well. I completely agree with your take on how he could/should have repositioned, hence, reframed the issue (bringing up Hagee and Falwell). But, I don’t agree with your position on how he could have protected himself in the future. I think here Obama would have been on shaky grounds with the African-American constituency. I think that your statement was very strong and my friends of color tell me that it isn’t that unusual for a Black pastor to be extremely “passionate.” White Americans had a rude awakening by suddenly being privy to what goes on in some African-American churches. Wright’s rantings may be a bit more extreme-but none-the-less…
April 30th, 2008 at 9:43 pm
I’m going to have to agree with Lynn here for slightly different reasons: I think that if Obama chose to say what you have suggested here about distancing himself from the fiery reverend in the future, it would help to justify what he was saying by making him seem overly important. The media is blowing this thing way out of proportion, but by saying something like “he will never enter the White House” would buy into this hysteria.
Nonetheless, you are dead-on about your suggestion to redefine the debate by bringing up the media’s bias by not equally focusing on McCain, Hagee, and the remarks of Falwell. This is exactly what he needs to do: there are more important issues here than what this random preacher thinks…especially now that Obama has distanced himself from such a radical and ridiculous position.