President Obama’s first news conference since the election of Donald Trump offers more than additional fodder for a nation divided politically. Business leaders should study the news conference for lessons on how to navigate tough questioning during difficult times and about competitors.
- Focus on key messages. Critics of President-elect Donald Trump fear a drastic turn in America’s relationships with other countries. However President Obama argued the United States will maintain core relationships with other countries and he expects a certain level of continuity. This point of view is a key message to quell anxiety among the public.
- Explain it simply. When a reporter asked about the future of the Democratic Party, President Obama did not delve into information overload. He recommended the party go through reflection while maintaining inclusiveness and not wavering on its core beliefs and principles.
- Avoid lingo. When discussing the Democratic Party’s defeat, the president did not take the tone of a political science professor. Instead he pointed out the importance of politicians showing up and competing everywhere.
- Share stories. When discussing the importance of campaigning everywhere, President Obama shared his own story of success in Iowa and how he repeatedly visited the state.
- Localize. The president explained political movements are not confined to the federal government. He touched on differences people can strive for at lower levels of government such as city councils and boards of education.
- Don’t memorize lines. When speaking to reporters, President Obama appeared to talk with them the same way he might discuss similar questions with friends and family.
- Use your hands. Business leaders often ask us if they should keep their hands still when speaking. Our answer is “no” unless someone normally speaks with little movement. Using your hands when speaking often relays the passion you might feel about a particular point. Anytime the president raises his hands when speaking, listen to the throng of still cameras clicking away.
- Don’t get defensive. The president’s party lost the election. President-elect Trump might reverse some of President Obama’s achievements. Reporters asked tough questions. However he never turned defensive.
- Avoid no comment. Reporters asked the president if he still believes the president-elect is not qualified for the position and if Trump’s temperament is ill-suited for the office. In a perfectly transparent world, President Obama would have answered those questions directly. He didn’t. On the other hand, he didn’t avoid answering such questions all together. He argued The White House will change a person and what people say when governing is often different from what people say when campaigning. Providing some information and insight is better than responding with “no comment.” In addition, when a reporter asked the president to comment on one of President-elect Trump’s appointments, President Obama argued it would not be appropriate for him to comment on every appointment. Explaining why you won’t comment is better than simply not commenting.
- Provide substantive soundbites. To reduce the notion that Americans might quickly see a dramatic and quick turn in public policy, the president said such change in government is not like a speedboat and is instead more similar to an ocean liner. Such a soundbite is an effective way to communicate a very complex subject matter.