By Steve Adubato, PhD
Former President Bill Clinton is one of the most dynamic and effective communicators of our time. Politics aside, Clinton is a master at revving up a crowd and connecting on an emotional and powerful level. Even those who disagreed with Clinton when he was president, including former House Speaker Newt Gingrich, said that Bill Clinton’s charm and easy communication style was engaging. However, even the great communicators like Bill Clinton sometimes miss the mark.
Consider the former president’s recent interview on “FOX News Sunday” with Chris Wallace. Clinton’s performance offers a variety of communication lessons for leaders in the corporate, non-profit and public sector arenas. Wallace asked Clinton about his efforts to get Osama bin Laden in the late 1990s. That set Clinton off on an aggressive, emotional and seemingly out of control diatribe. He leaned over in his chair actually invading Wallace’s space and touching the interviewer’s notes. He angrily pointed his finger with his face contorted. He challenged Wallace’s motives for asking the question, accusing him of doing a hatchet job for FOX. He also attacked the journalist for not holding the current administration to the same standards and said he was being unfair.
Further, when Wallace tried to move on and talk about Clinton’s much publicized Global Initiative, the former president wouldn’t get off the Osama bin Laden topic and continued to attack Wallace. Some questions must be answered.
Q: In previous columns, you have said that the best communicators often reframe a question with negative connotations. Isn’t that what Clinton was doing?
A: Initially, yes. His message was, “At least I tried to get Osama bin Laden.” Clinton acknowledged that he had failed, but kept repeating that at least he had tried. Whether true or not, it is a strong message. The problem was how he delivered it, with his voice raising and his eyes bulging. In communication, how you say it is at least as important as what you say. In this case it worked against this usually masterful communicator.
Q: But isn’t passion a key to compelling communication?
A: Sure it is, but passion must always be channeled and under control. Howard Dean was passionate in Iowa in 2004 after he lost the primary, but in the eyes of many he seemed out of control. Bill Clinton may have planned everything he did in this FOX interview, but he appeared to be on the verge of exploding. That’s never good for a communicator.
Q: If you are correct, how could it be that such a great communicator like Bill Clinton could miss the mark in this particular situation?
A: Several reasons. First, like all of us, he is human. We’ve all seen great corporate executives who are powerful and persuasive presenters deliver a clinker of a speech. It happens. Another reason could be that Clinton was feeling very defensive about the criticism he has received around the Osama bin Laden issue. If true, feeling defensive is a bad place to come from when trying to communicate in a confident manner. Your insecurities can come to the surface and your body language can make you look uncomfortable. You lash out and forget that you are being judged.
It could also be that Clinton was doing exactly what he had planned and that he was convinced the best defense is a strong offense. In theory that makes sense, but in practice it can be taken to an extreme. When that happens, the message and the messenger miss their mark.