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| Joe Biden, White House Photo |
My response: Biden said the right things, but a bit too late, a bit too defensively, and, well, just not enough. That is, he is not controlling the public agenda.
When they wrote about public speaking, the ancient Greek writers talked about timeliness. A speaker must speak at the right time. The right time for Biden’s speech, unfortunately, was a couple weeks earlier. August 31 was the right time for his sixth or seventh speech about the withdrawal.
What Did Biden’s Speech Do Right?
To start, let’s look at the President’s masterful introduction:
“Last night in Kabul, the United States ended 20 years of war in Afghanistan — the longest war in American history.
“We completed one of the biggest airlifts in history, with more than 120,000 people evacuated to safety. That number is more than double what most experts thought were possible. No nation — no nation has ever done anything like it in all of history. Only the United States had the capacity and the will and the ability to do it, and we did it today.“The extraordinary success of this mission was due to the incredible skill, bravery, and selfless courage of the United States military and our diplomats and intelligence professionals.”
Let us think about what Biden (and his speechwriting team) did right in that introduction. First, he talked about the end of the war, noting how long it was. He phrased that as an accomplishment, not a defeat. Second, in the face of relentless criticism of the supposedly chaotic airlift, he noted that 120,000 people were evacuated, and that the number was more than twice what anyone had predicted or promised. That’s a success, and he mentioned right away. Third, he shared the credit, thanking the military, intelligence, and diplomatic people who made the evacuation possible. What Biden did right: he hit his main point sharply and clearly, right away.
Continuing the speech, Biden defended the American response, insisting that the United States was prepared for the collapse of the Afghan government:
“But I still instructed our national security team to prepare for every eventuality — even that one. And that’s what we did.
“So, we were ready when the Afghan Security Forces — after two decades of fighting for their country and losing thousands of their own — did not hold on as long as anyone expected.”
Next, refuting another criticism made against his policies, Biden discussed the small number of Americans who had not yet been evacuated. He pointed out that most of them had dual citizenship in Afghanistan and the United States, and that they had been reluctant to evacuate earlier. This deflected blame from people who attacked him for not getting those people out of the country.
“Now we believe that about 100 to 200 Americans remain in Afghanistan with some intention to leave. Most of those who remain are dual citizens, long-time residents who had earlier decided to stay because of their family roots in Afghanistan.”
Continuing, Biden proceeded to give his listeners an excellent soundbite. News reporters tend to focus on what seems newsworthy, rather than what is important. Short, pithy phrases get quoted:
“I was not going to extend this forever war, and I was not extending a forever exit.”
That was a short pithy, quotable sentence. Good for Biden.
Did the Speech Make Any Rhetorical Mistakes? Oh, Yes
At the end, however, Biden did get a little bit too defensive. To defend his policies, Biden had two reasonable choices. He could have told people that he was making the right decision. Or he could have said that it was the wrong decision, but it was Trump’s fault. It doesn’t make much sense to argue both. Yet, that is what he did:
“The fact is: Everything had changed. My predecessor had made a deal with the Taliban. When I came into office, we faced a deadline — May 1. The Taliban onslaught was coming.”
That was probably true, but Biden failed to demonstrate strength. If the withdrawal is right, Biden should say so. If it is wrong, but Trump’s fault, the public may wonder why Biden didn’t fix the problem. After all, we think that presidents have limitless power, do we not? And the withdrawal can't be both right and wrong.
Was the Speech Timely?
Timing is everything in rhetoric. The public has been inundated with images of smoke and explosions, screaming people, and robed, bearded warriors swarming around Kabul. The President’s critics had, for days, attacked his every real and perceived mistake, whether large or small.
On the one hand, yes, the president’s #1 job is to manage things, not to justify them. I am sure that Biden has been working overtime to oversee the military, intelligence, and diplomatic agencies. That’s important. On the other hand, part of the President’s job in a constitutional republic is to communicate with the public. People need to know what’s going on. Even if the public does not understand the situation, they want to feel confident that somebody is at the helm. This speech, given a week earlier, could have accomplished that. But it was too late. With images of catastrophe flooding the television, the speech was no longer enough to restore public confidence.
In other words, if Biden had given this speech a week or so earlier, the message could have been: “Here is what we plan to do and why it is right.”
However, with this speech given near the evacuation’s end, the message was more like: “I know it looks like I messed up, but I really didn’t.”
That is, the words would have been much the same a week or two ago, but the public would have received a different message. And, indeed, the press did call Biden’s speech defensive. (Strangely enough, Tucker Carlson, who is usually one of Biden’s harshest critics, praised Biden for withdrawing from Afghanistan.)
Is It Too Late? Can President Biden Recover?
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The history of presidential rhetoric suggests two courses that Biden could take to recover in the public’s perceptions. First, he could give many more speeches on the same theme. That would keep his agenda on the public’s mind. When President William McKinley wanted to sell the unpopular peace treaty that followed the Spanish-American war, he took an extensive railroad speaking tour across the South – the region where he faced the greatest opposition. He traveled with a collection of Confederate war heroes, and took time to honor the Confederate war dead. McKinley’s speaking tour did much to defuse the South’s hatred of him and somewhat moderated their opposition to the treaty. Now, the pandemic makes a railroad (or airplane) tour impractical today, but Biden could surely reach out more to the public – and reach out more to his political opponents – to sell his argument, over and over. Public support does not come automatically. Presidents need to work for it. Sadly, having good policies is not enough. The President needs to set the public agenda. The President surely cannot stay quiet for days on end while the press sets the agenda.
Second, Biden could give many speeches about his administration’s other accomplishments. That would place his presidency in context. Yes, Biden does speak about his successes. However, he is not pounding away about them. A president is not just an administrator. The president commands the bully pulpit. The president needs to use the bully pulpit – over, over, and over. As a best-selling novelist said, once is never enough.
When a president excels at policymaking – like Biden, like Obama, like Reagan, like Clinton, like Franklin Roosevelt – the president must sell the policies. Roosevelt, Reagan, and Clinton understood that. FDR never let the press control the agenda about Pearl Harbor. Biden seems to be getting the idea slowly.
Biden’s speech was a good start. It was wise that he gave it. He needs to give many more speeches like this. If you are as good a speaker as Abraham Lincoln, you can give a handful of speeches and succeed. If you’re a mere mortal, like all other presidents, you need quantity as well as quality. So, Biden needed to give this speech at least a week earlier – to show that he was on top of things. He needs to give many more speeches like this one. And he can’t be so defensive – if the buck stops in the Oval Office, well, that’s where the buck needs to stop.
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More: Franklin Roosevelt's Pearl Harbor Speech
Research Note: Chapter 9 of my book about the 1896 presidential campaign talks about timeliness in public speaking. The ancient Greek writers called this "kairos." Now available in paperback, this book can also be found in most university libraries. I talked about McKinley’s speaking tours in "William McKinley and the Emergence of the Modern Rhetorical Presidency." I also discussed McKinley’s railroad tour speeches in an unpublished convention paper; you can read it here. Click on “William D. Harpine’s Publications” above to see more links.
P.S. About the Pearl Harbor meme: yes, I know that Pearl Harbor and Washington are not in the same time zone. Call it artistic license.
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P.S. About the Pearl Harbor meme: yes, I know that Pearl Harbor and Washington are not in the same time zone. Call it artistic license.
