Obama vs. Wilson: A Public Relations Perspective

President Obama delivered an hour long address to a joint session of Congress tonight. In his speech, he spoke with greater specificity regarding which elements he wanted included in his vision of health care and health insurance reform. He attempted to reassure seniors and Americans who currently have insurance by telling them that their benefits would not be cut and that they could keep their current insurance plans and doctors. More importantly, he debunked a lot of the rumors that had been swirling about his plan. Fiscal conservatives might still have some questions about how these reform measures would be paid for, but analysts (at least at CNN) seem to think the speech was effective.

This post is not about Obama's speech, however. It is about the unexpected case study in public relations provided by Republican Congressman Joe Wilson from South Carolina. (Disclaimer: I live in Congressman Wilson's district.) Congressman Wilson heckled the president by shouting "you lie" when Obama stated that his plans would not cover illegal immigrants. In addition to showing a lack of respect for the office of the presidency on national television, Wilson's outburst stepped on the Republicans' own message while causing their brand to take another hit right when they were beginning to gain some traction against Obama who had been sliding in the polls in recent weeks. (Needless to say, fundraising appeals set up to oust Wilson have gone into overdrive.)

Which Republican were pundits and media organizations talking about after the speech? Certainly not Rep. Charles Boustany, who delivered the Republican response after Obama's address. Instead, the media were focused on Wilson. That alone translates to a wasted opportunity for the Republican Party. Instead of talking about tort reform, excessive spending, or expanded government, the narrative is about Republicans' lack of civility.

Politically speaking, Obama's temperament contrasted sharply with Wilson's rudeness and makes Obama come across as the leader, the statesman, and the grown-up in the room. Instead of pitching their own reform ideas, Republicans will now have to field questions from constituents and journalists over the next few days asking them how they feel about Wilson's outburst and how they think he should be punished. Chris Cillizza of the Washington Post noted the poor visuals of the Republican members who were caught using their Blackberries, slouching, and looking sour during Obama's speech even when he mentioned principles that conservatives should be happy with. Independents and moderates may have been drifting away from Obama because he had lost control of his message during August, but Wilson's rudeness, combined with the poor optics of the Republicans in the chamber, likely blunted any momentum Republicans had been building with the political center and reminded voters why they rejected the GOP in 2006 and 2008.

Even more importantly, Obama has the benefit of high personal approval ratings. This should work to his advantage regarding voter trust. Voters may look with skepticism at Wilson and Republicans by extension because they came across as immature, vindictive, and not negotiating in good faith. This may make their other political arguments seem less credible because they themselves appear less credible. Wilson has since apologized, but he still hurt his party's brand and stepped on his party's message at a time when tens of millions of people were tuning in.

This squandered opportunity for Republicans only strengthens Obama's hand.