PRESIDENT’S MESSAGE

COMMUNICATING

So many of us took a moment on January 20th to see, as brother Brian Williams (NBC News & Fmr. Middletown (NJ) firefighter)put it, “The Peaceful Transition of Power” and the inauguration of a new administration. Whether you voted for him or not, now President Obama conducted a masterful campaign, and this brought me to a recurring theme of these editorials, communications, and the question of what can we learn from this campaign? Much has been written regarding President Obama’s ability to transmit “Effective” communication. The problem is that with the huge challenges we face as a nation, we need him to remain what he displayed during his campaign, a distinctive and persuasive communicator.

When you, as the leader of your department, needs to “Communicate Effectively” it means the audience can comprehend the point being conveyed. That’s no small task when we consider the complexity of issues and the everyday noise from the countless messages competing for our attention. Unfortunately, “Effective” is not enough to enable a leader to drive us out of the difficulties our nation is experiencing.

Mere understanding of an issue is only the first step towards its solution. When a communicator is persuasive, it means that we not only understand, we are also willing to do something about the issues that concern us. And, obviously, the more ordinary citizens Obama can directly persuade, and the more firefighters you can persuade, the less likely it becomes that opposition leaders in Congress can hold his programs hostage, and the same is true for your initiatives’.

Look at the four cornerstones utilized during Obama’s campaign: Clarity, Creativity, Communication, and Customer Orientation.

First, while competitors flailed away with mixed and multiple messages, Obama was clear. He was the candidate who represented hope and change. While others promoted their experience and positions, Obama clearly defined, through the message of “Hope and Change,” how his candidacy was unique.

Next, he was creative in how the campaign transmitted those messages. Through innovative use of social media, Internet fund-raising, and text-messaging contact with supporters, he engaged his followers with a distinctive approach. Then, he relayed those messages by communicating compelling stories, rather than a recitation of facts and figures. As a nation of media-savvy consumers, Obama recognized that stories were more influential for an audience of discouraged and disenfranchised voters than the details and minutia.

Finally, Obama and his campaign executives treated voters as potential customers. Everyone appreciates connected, loyal constituents. In other words, while Obama sought our votes, he was also asking us for more than ordinary candidates seek, he wanted us to remain involved. Rather than, “Send me to Washington to Fix this Mess,” it was “Let’s Change this Country Together.” It’s one of the great lessons that Obama displayed, that he thoroughly understands – the more engaged you are, the more loyal your constituents become.

The point is that we may have overlooked an important fact: The leaders who are most popular and influential are also the ones who are the most persuasive communicators. That’s not a coincidence. It’s stating the obvious to ask, if you cannot move us through your message, then what other directions are available?
Just as our nation wants to be inspired to higher levels of excellence, we want our own lives and the lives of our loved ones to be better, and our government to reflect the spirit and determination of its citizens. Somehow, inherently, we understand that will only be accomplished with a leader who can move us through distinct and compelling communication. It’s now President Obama’s time to stand and deliver. It’s also our time to deliver that message and inspire a higher level of excellence in our members.

Stay Safe,
Pete Hodge

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