Obama struggles as communicator

Of all the pitfalls Barack Obama might face in the presidency, here is one not many people predicted: He is struggling as a public communicator.

The sluggish and unsteady response to the uproar over AIG bonuses highlights a larger problem of his White House: Obama’s surprisingly uneven campaign to educate people about the economic crisis and convince Washington and the broader public that he is in command of circumstances.

It was brilliant communications skills that carried Obama to the presidency, with a national campaign built on the strength of his personal story and the clarity of his promise to transform politics. On the rare occasions when he was thrown on the defensive, he quickly turned problems into opportunities and regained control of his public image.

What’s different now? The polished phrases and unflappable delivery haven’t gone away. His prime-time news conference and speech to Congress drew the usual praise.

But the discipline and strategic focus of the campaign have yet to move into the White House. The story of the day often catches the president flat-footed or on the defensive — and regularly undercut by fellow Democrats.

To Obama’s dismay, he is learning that successful presidential communications is only in part — often a fairly small part — about personal eloquence. It requires harnessing his words to a consistent strategy of public education. Obama needs lawmakers and voters alike to view the world through his prism, and to accept his analysis of what’s wrong and his priorities about how to make it right.

Here’s why Obama is struggling as president on the same subject on which he used to excel as candidate:


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