This article is written by Alexander Urwin, a Graduate Policy Adviser for the UK Civil Service.

This winter I took Apolitical’s course on “Effective Communication as a Public Servant,” and while I was looking through my notes in preparation for this article one takeaway stood out clearly: to communicate effectively, storytelling is key.

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To tell an effective story is to inspire and engage. And whilst all policymaking and political leaders undoubtedly aspire for inspiration and engagement, few reach the heights of campaigner, storyteller, and former US president Barack Obama.

A presidential campaign is, at its heart, a battle to tell the best story.

Obama’s era-defining oratorical skills were, of course, a factor in his effectiveness as a communicator, from the campaign trail stump to his lectern in the West Wing, but there is much to learn from the fundamentals of his approach.

The most powerful people you’ve never heard of

First, preparation is key. As with all presidents, Obama was surrounded by people dedicated to honing and conveying his message. The communications operatives Dan Pfeiffer, Jen Psaki, Katie Hill, and Anita Dunn interchanged as integral cogs in the Obama Communications machine. Jon Favreau and then Cody Keenan were employed to write the president’s speeches and any other high-profile remarks. As officials go, between 2008 and 2016 the individuals in this group were probably among the most powerful in the world. Their jobs? Telling the story of Obama and his presidency — and making sure the message was consistently heard.

But the story itself is what really matters. Even the preparations of a talented and resourced staff and Obama’s exceptional political oratory could not have masked a confused or uninspiring message.

From the moment Obama entered the presidential race, he and his team had no such problem. A presidential campaign is, at its heart, a battle to tell the best story. For those running for the White House, perhaps the story arc sets out where America is, where the candidate thinks it should go, and how the candidate will guide the country there. This was certainly Obama’s approach in 2008, as he travelled across the United States with a message of hopeful insurgency, of the possibility and urgency of change. Obama and his team told a story that inspired and engaged tens of millions of Americans, not to mention liberals across the world. As a result, Obama won.

The foundations of clear and resonant messaging, on which we build inspiring and engaging stories, are transferable to political and policymaking stories of all colours.

When the team reached the White House, the oft-high popularity polling moved in lockstep with their ability to cut through the noise and convey a compelling narrative. Where the story struggled, not least on the Affordable Care Act or foreign policy strategic confusion, Obama struggled.

The storytelling of 2016

It is important though to recognise that a great story may not necessarily be polite or palatable. The foundations of clear and resonant messaging, on which we build inspiring and engaging stories, are transferable to political and policymaking stories of all colours.

Just look at the race to succeed Obama in 2016. One side ran a campaign that was ruthlessly clear in its attempts to energise its base and dismantle all opposition. The other side was forced onto myopic, reactive, and defensive footing to the detriment of any long-term story arc.

What was Donald Trump’s argument for himself? He would “Make America Great Again”, with an “America First” economic policy, great trade deals, and a clear line on security and immigration. What was Trump’s argument against Hillary Clinton, his opponent in the race for the Oval Office? “Crooked Hillary”, set to chants of “Lock Her Up”. These phrases were rinsed and repeated to tens of thousands of rally supporters and television viewers every single night of the protracted campaign. Such was the power of the message, Trump soon needed to be little more than a charismatic courtside cheerleader for an adoring, energised public.

If storytelling works for presidents, there is surely a lesson here for everyone working across the policymaking field.

Now ask yourself the reverse. What was Clinton’s positive story? What was her equivalent of the promise of hope and change offered by Obama eight years previously, or of the relentless attack lines of her opponent? Clinton was experienced and highly qualified, she had done this before, she was a safe pair of hands. This is all true, but, as critics argued, she lacked inspiration and energy. And Clinton’s argument against her quite confounding opponent? Trump lacked the temperament for high office, he was brash, disrespectful, and often plain wrong; there was much about his character that did not fit with the demands of the presidency. Again, there is undoubtedly truth here, but where is the powerfully engaging message? Where is the message that will cut through the noise?

Just like Obama, the Trump Campaign got their story right: it was clear, simple, and repeatable across the campaign trail. So, Trump won. What is more, he did so without the oratorical trappings of the man he would replace.

If storytelling works for presidents, there is surely a lesson here for everyone working across the policymaking field. And as Apolitical’s Effective Communication course showed, telling a great story is easier than you might think. — Alexander Urwin

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