By any standard, President Barack Obama is an exceptional communicator. He is dynamic, charismatic and extremely articulate. This is especially true after eight years of George Bush, one of the worst communicators to ever inhabit the White House.
However, President Obama is simply overexposed by any reasonable standard. Five "talking head" shows over the weekend were simply too much in his effort to promote his much-troubled health care reform effort. Doing David Letterman this week? Sounds fine on paper, but the problem is Obama has been on virtually every magazine cover from TIME and Newsweek, to In Touch, People and every other celebrity magazine you could imagine. Obama is everywhere all the time.
Here's the problem. We are seeing the president too much, which sounds odd when we hadn't seen our previous president for eight years. But the expression "too much of a good thing" seems appropriate here. Obama has held too many press conferences saying virtually the exact same thing. He continually goes on talk shows to explain the health care plan that seems more confusing every time he talks about it.
One of the biggest problems is that when Obama started talking about health care reform, he was all over the place. He talked too long; he talked about too many details; he got certain facts wrong; he would later contradict what he previously said; and he made commitments about covering every American while still reducing the deficit, which any reasonable person knows makes no sense.
By the time Obama kicked off this latest so called "media blitz" by doing five weekend political shows including "Meet the Press" with David Gregory, to be followed up by the Letterman appearance, he had been on the air so many times on so many venues that Obama's fatigue was setting in. My sense is that the president thinks that the more he talks about health care reform, the more likely we are to support him. But that is not the case. It is like the college professor that is convinced that the longer he lectures, the greater the likelihood his students will learn, but that is not the way communication works, particularly in the modern media age dominated by mini-sound bytes, catchy slogans and a public with a rapidly decreasing attention span.
What the president doesn't understand is that the more information he gives us, the more confused we get. Granted he gets big points for advocating something that needs to be done. Clearly the health care system needs to change. More Americans need to be covered. But the devil is in the details and those details can't be communicated through mass media vehicles. They just don't work. We want to be entertained. We want to laugh. We want a Broadway show that is about 90-minutes long and doesn't bore us. Frankly, the details of health care are boring, even if the person talking about it IS Barack Obama.
The challenge is, the way Obama got elected is by offering soaring campaign rhetoric that was inspiring and uplifting. I bought into it, which is why I voted for him. But health care legislation? That stuff is deadly, which is why Obama should be spending more time sitting one on one with key members of Congress and getting them to buy in to his plan. He needs to be negotiating, compromising, horse trading, cutting deals and doing it all in private. There is no show here. You don't get it done on Letterman nor will you get it done on Leno.
If the president thinks the public will overwhelmingly respond in the affirmative to his media blitz and then put pressure on Congress to do what he wants, that's just not going to happen. Simply put, Obama may be a great public communicator (especially when he is reading off teleprompter) but the type of communication needed to get 60 votes in the Senate to pass health care reform is a lot less sexy and entertaining than the Barack Obama, media darling, rock star that we came to know during the campaign. The sooner he realizes that, the more likely he is to succeed. My advice to the president? Take a break from the media. Chill out just a bit and do more of your work in a less public fashion. The results could be a hell of a lot better. It's a celebrity dominated media age. If Madonna can be overexposed, so can Barack Obama. Sad but true.
To catch Steve's appearance on MSNBC discussing this topic, click here

