If we ever needed a reminder, we are getting a schooling from President Biden on the importance of communications.  

Ronald Regan, the actor-turned-president, was known as “The Great Communicator” for a reason. Regan’s most famous line, “Mr. Gorbachev, tear down this wall!” marked a key turning point in the cold war. 

Clinton was also an exceptional speaker – undone by sexual-misconduct. And, the Bushes that proceeded and followed him, are remembered more for their wars than their communications. 

A “great communicator” label sits far more comfortably on the shoulders of Barak Obama. But over time, among new generations not old enough to be inspired by his hopeful rhetoric and promise, many now consider his words empty or unfulfilled. 

There’s no doubt that former president Donald Trump’s ability to communicate with his base is extraordinary. Trump has demonstrated an almost messianic ability to rile up the masses by appealing to lost greatness, grievance, and race. The echoes of the past are all too plain to see for those who choose to look. 

And that brings us to the current, not so great communicator, President Biden. For those who were paying attention during the Obama years, Biden’s inability to get messages across effectively, his old school-style, and regular flubs are not new. 

Yes, he has mostly overcome a speech impediment, but we should not be making excuses. He’s 81 and made the decision to run for a second term in the belief that he’s the only one who could win against Trump. If he does not, history will not be kind.         

Incontestably, Biden has more ammunition to fire at an opponent than potentially any past president in U.S. history. But his (and his team’s) inability to communicate effectively with the young, diverse, and working class, union-joining Americans with whom he identifies most will be his downfall, not actual policies or ultimately the economy.     

Political communications have been transformed, but the president really hasn’t changed from his glad-handing personal style with which he is clearly most comfortable. Celebrating his first TikTok video, rather than doing an interview before the Super Bowl (or taking his message to the public in media interviews in general), underscores missed opportunity rather than keeping up with the times.   

In our communications careers we come across CEOs and senior leaders who are great communicators and those who are not so great communicators. In my experience, we don’t change one to another – despite the promises of media training. What we do is work around the strengths of each leader. We leverage people who are good and protect those who aren’t – as we assume Biden’s team is doing with him. 

Being a good communicator is not the only leadership quality that counts. Being a steady leader and someone who makes wise decisions, for their firm or the country, matters enormously. 

But it remains to be seen if Biden’s slow and steady style will win the race. The combination of Trump’s conspiracy-driven bravado and the president’s failure to excite popular support and poor communications instincts continue to make it likely that this two ‘old horse’ race will go to the wire.