Newt Gingrich, himself a great communicator, once observed, “If you can’t communicate, you can’t govern.” Communication is a complex subject. It involves a blend of logos, ethos, and pathos.
Republicans are good at logos. In the great debates about almost every issue, conservatives have the facts on their side. The problem is that large segments of humanity are moved far more by ethos and pathos. The Democrats are a lot better on this front. They frequently ignore the facts entirely and slather on empathy and emotion. They’ve also mastered the ability to refuse to take any responsibility for the consequences of their sappy, failed policies. They simply shrug and claim that it’s not their problem or say that their programs were underfunded.
Predictably, the media gives them a pass, usually suggesting that at least their heart was in the right place. We are left exasperated, and everyone just moves on.
In a simple statement, Maggie Thatcher reduced the importance of effective communication to political success. She said, “First, you win the argument, then you win the vote.” Implicit is the inverse; you will never win the vote if you can’t win the argument.
Let that sink in.
If we are losing, whether it be votes in legislative chambers or general elections, it is largely because we haven’t won the debate. We haven’t won the debate because we haven’t communicated effectively.
Bill Clinton was an effective commentator. Hillary was not. Bill won two terms, and Hillary lost. Ronald Reagan was a great communicator. He won two elections by landslides. GW Bush was a better communicator than his father. He got re-elected. Whatever you may think of Barack Obama, he was better than either Mitt or McCain. The aforementioned Newt Gingrich led the GOP out of the wilderness and into the majority for the first time in forty years.
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You see the trend.
Part of the reason so many Americans are unhappy with the potential rematch this year is that they aren’t moved by the communication skills of either of the two leading candidates. Primary voters and party leaders will decide who can best speak for their parties.
As good as Newt was, he had a powerful ally named Rush Limbaugh. He was one of the greatest communicators since Marconi invented the radio. For three hours every day, he framed and reframed the arguments surrounding almost every issue of the day. And he did it brilliantly. For those who had ears and would learn, he was teaching conservatives how to win debates and thus win votes and elections.
We miss Rush.
Others have tried to fill his seat behind that golden microphone. But they just don’t quite have the “it” factor. Suddenly, from out of nowhere comes this little guy with a dark complexion who decides to run for President. His name was almost unpronounceable. Early on, he makes a few rookie mistakes that may cost him a shot…this time. He starts appearing more and more on social media. Each time, he looks more comfortable. He shows genuine respect for those who disagree with him. Even his sharp exchanges with Nikki Haley began respectfully and degenerated from there.
His communication skills, whether responding to angry Leftists or nasty media reporters (essentially the same tribe), are marvelous to watch. Every day, Vivek Ramaswamy is showing other candidates how it’s done. How to win the argument.
We don’t have to be defensive or offensive. We need to be fearless and combine that right mix of logos, ethos, and pathos. Obviously, it helps if you’re a member of the Mensa Society. Any Republican candidate, regardless of office or aptitude, ought to be able to master Vivek’s responses to tough questions.
We do not know which Iowa Republicans will show up on a very cold evening to cast their vote. Vivek may shock the experts and outperform the predictions. He may even grab the brass ring. Or he may be forced to withdraw.
Whatever happens, Vivek Ramaswamy will remain a powerful force in shaping the national debate. Imagine him taking that seat behind the golden EIB microphone. He could educate a whole new generation of leaders and truly help make America once again Ronald Reagan’s shining city upon a hill.
Gil Gutknecht is a former Republican Member of Congress representing Minnesota’s First District.
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