President Obama delivered an economic speech at Knox College and, according to The New York Times, here are some responses from Republican leaders:
Speaker John Boehner: “What’s it going to accomplish? You’ve probably got the answer: nothing. It’s a hollow shell. It’s an Easter egg with no candy in it.”
Senator Mitch McConnell of Kentucky, the Republican minority leader: “With all the buildup, you’d think the president was unveiling the next Bond film or something. But in all likelihood it will be more like a midday rerun of some ‘70s B-movie. Because we’ve heard it all before. It’s old.”
The Associated Press reported that Boehner said the president’s new economic push was “all sizzle and no steak.”
Discussions about the economy raise references to Easter and James Bond. Do you think these references came off-the-cuff?
Behind closed newsroom doors, some journalists snicker and mock such contrived soundbites. But in reality, most reporters cannot prevent themselves from repeating such quotes. Politicians know it. Journalists might scoff at this, but think how easily politicians manipulate and ultimately control what reporters put in print and on the airwaves. When I interviewed someone, I almost always knew what soundbites I would use before leaving the room. But in most cases, unlike politicians, the people I interviewed most of the time provided those soundbites by accident without as much pre-planning.
You do not want to sound necessarily like a politician or create the same environment of cynicism. But politicians remind us that journalists almost always prefer a witty soundbite that encapsulates the subject in a few words as opposed to a very detailed analysis that puts people to sleep. Many journalists claim they hate clichés, but ultimately they often use them as soundbites. You do not want to sound robotic, but think of ways to control the message. Discuss ahead of time soundbites that journalists will view as steak at an expensive dinner. How can you help people understand your complex message in a relatable way? Do you need to bring up Easter eggs, James Bond or the Loch Ness monster? Do you need to explain you make enough product to fill a stadium? Do you need to point out new legislation includes enough paperwork to reach the moon?
Remember, journalists may claim they want vegetables at that high-priced dinner, but if you offer them steak and follow it up with some nice dessert, most of them cannot resist.