Greg Schneiders’ most excellent opinion piece in PR Week answered a question I’ve been wrestling with
for some time: why do I overwhelmingly prefer Obama to Hillary?
As Schneider points out, Hillary’s speeches routinely employ the first person (‘I did this. I did that. I will do this. I will do that’). Obama, on the other hand, is a third person advocate (‘We will do this. We CAN do that together,’ etc.).
Hillary is iconoclastic, idiosyncratic and isolated. Obama seems warm, engaging and collegial by comparison. Coming on the heels of a disastrous administration whose leader was a sheltered, self-centered president who either dismissed criticism or questioned critics’ patriotism, Obama really does seem like a much needed breath of fresh air.
I’ve always been a fan of the ‘we’ word and recoil in disgust on the rare occasions when Peppercom employees opt for first person self aggrandizement in client or prospect meetings. Success, whether it be in business or politics, is a group activity. My best guess is that Schneiders is dead on. Hillary is all about Hillary, and Obama is all about the average American.
There’s no ‘I’ in team, either on Pennsylvania or Madison Avenues. And, that’s why ‘Hill’ will remain on Capitol Hill and not be back in the White House with Bill and Chelsea in tow.