Stanford's Schramm: Lessons From Obama's Finest Moments and Flubs

J.D. Schramm helps Stanford business students refine their communications, teaching them everything from how to write more effective e-mails to how to deliver speeches in times of crisis.In the first two installments of our conversation with him, we discussed the importance of learning communications in the context of the technology and social media of today and the skills necessary for effective cross-cultural communications in a business setting.Today, we’ll hear about the lessons he draws for business leaders from his work in political communications.

BNET: We’re over half a year into an Obama Administration.How effective has the President been with his communications, in your opinion?

Schramm: Well, we’re always safer as educators if we look at former statesmen rather than current statesmen and politicians involved in campaigns.As soon as we do that, we end up charging people emphatically against us or emphatically for us.I think it’s dangerous to go too far down the road.I do think President Obama has given us some really good examples of oratory and use of language n a way that is compelling and powerful.Pundits on both sides of the aisle would acknowledge that President Obama has brought a return to the kind of oratory that we experienced with Reagan and Kennedy, and that has been welcome.

Conversely, I think we’ve seen - as with anyone in a new job - some growing pains and mistakes.I think very early he did an interview with Tom Brokaw in the Oval Office with no jacket, no tie and rolled up sleeves, sitting in front of the fireplace--pretty much looking “every day,” not at all “presidential.”I would argue in that particular room, we need to see the president look very presidential.If his idea was to do something folksy and approachable, probably Camp David or the Rose Garden would have been a better setting for that interview, not the Oval Office, where he greets heads of state.This communication wasn’t as thought out or strategic as it could have been.

BNET: Are there any specific techniques you think business leaders should draw from watching presidents and other top political leaders?

Schramm: I think there are quite a few lessons you can gain from watching the president, whoever is in the White House.We can see formality in communications in an acceptance address or a State of the Union address.There are very few times in our career where we have to do that sort of high-profile address to our employees or our stockholders, and we can learn what works and what doesn’t as we analyze their speeches.The other place to look is how leaders communicate inside of a crisis.I think of the way President Bush responded the day of the 9/11 attacks and the day after--the calm he tried to instill. Some of the best speeches of his presidency were during that time of crisis.We can use these tools of crisis communications when we manage layoffs or deliver other sorts of difficult news.There’s good role-modeling from the public sector that those in the private sector can use as well.

BNET: Any final thoughts on what people can do throughout their careers to continue to sharpen their communication skills?

Schramm: One final thing I would offer is the value of a coach.We use a lot of communication coaches here at Stanford to help students work on their writing or their speaking or something specific like a pitch to a venture capitalist.Learning to be coachable is a very important skill.The higher up in organization someone climbs, the more comfortable they are going to need to be receiving coaching from someone who is an expert in this field.

BNET: Is this something people can find with colleagues in their workplaces? Could they agree to be each others’ communications coaches?
Schramm: I think if you establish the parameters around it, that can absolutely happen.I have a few colleagues I’ve stayed in close touch with over the years and we can rely on each other for that level of coaching.I’ll call one and say, “I’m about to give an offer to someone.Can I role-play that with you?”I think some of the best executives in organizations today have an internal or an external coach that they use for that purpose.