For many of us who live in metro Washington, politics is a theme that runs through our daily lives. As a communications professional, I have coached people seeking elected office and those who lobby them when they win. And I know that the folks who "run Washington" are not a unique breed of power-crazed maniacs. They are pretty normal people, as variable as the rest of us. Perhaps a few let their lust for power interfere with their better judgement, but the vast majority are not Frank Underwood.
But when I look at the current presidential race, I am dumbstruck by the enormous exhibition of ego that is Donald Trump. When I lived in New York in the '80's, I enjoyed following his exploits in Spy magazine. I thought he was yesterday's news. How wrong I was! He has proven to be a celebrity master of reinvention to rival the Material Girl herself.
When people ask my professional opinion, I tell them Trump is a terrible communicator. That's usually no surprise. But if they want details I point out how he deviates from accepted guidelines for good speaking: he is not prepared; he does not engage in active listening; he does provoke for the sake of provocation; he has little respect for his audience. He fails completely at connecting with objective reporters and unsycophantic interviewers. But—I hate to admit it—Trump is highly successful at one thing: when it comes to his supporters, he knows his audience! He has a showman's instinct for giving them what they want, and he throws them red meat with wild abandon. He has built a successful campaign by "playing to the cheap seats," as we say in show-biz. He was the joke of summer who turned into the Great American Reality Star, and his campaign has filled a unique niche in this season's entertainment schedule.
In a couple of months I will be teaching "Speaking for Impact" to high school students as part of Discover the World of Communication at American University. I know as soon as I mention the 2016 election, Trump's name will come up. I will point out the numerous ways Trump fell short of looking and sounding like a leader. But I also will welcome the opportunity to segue from discussing the ethics of public speaking to a larger examination of civic responsibility. Though the specter of Trump in the White House is diminishing daily, he leaves us with a powerful, teachable moment. And a warning of what can happen when people stop paying attention and sit back to enjoy the show.
