Breaking down the top comms lessons from DNC speeches

As the Democratic National Convention (DNC) took over Ragan’s hometown of Chicago this week, debates about whether deep dish is really pizza or sport peppers belong on a hot dog took a backseat to an unprecedented ceremony of celebration as the party partied, bid farewell to its outgoing leader and reintroduced the world to its hopeful future president.

Here’s what stuck out.

1. Speakers and talking points followed a strategic narrative flow.

On night one, the DNC sought to honor President Biden’s lifetime of civil service and his decision to step out of the 2024 race before nominating Vice President Kamala Harris and  Minnesota Gov. (nee’, coach) Tim Walz for the ticket.

As such, the event lent itself to a narrative flow that facilitated this “passing of the torch” even though the Olympics ended a couple of weeks ago. Consistent framing of Biden’s decision to leave the race emphasized unity, togetherness and joy that have become a cornerstone of democratic campaign messaging and a clearly-defined counter to the apocalyptic language of Harris’ opponent.

An outsized focus on labor and unions also felt intentional on Monday night, as labor rights are an issue that cuts across party lines and unifies working people (including voters in swing states like PA). This focus illustrated a theme of Biden’s farewell, too, cementing his legacy as the most pro-union president in history and the first sitting president to join a picket line, a fact mentioned during his powerful closing speech.

Repeating that he loved being president, “but I love my country more,” Biden hammered home his legacy as a leader who put country before personal benefit. Closing with a quote from the song “American Anthem,” Biden’s final words continue to resonate: “America, I gave my best to you.”

On MSNBC, former RNC Chair Michael Steele spoke about how the DNC programming  embraced a narrative symmetry that impacts ratings, specifically harnessing the power of giving audiences something fresh and new to look at.

“If it carries their attention, whether rhetorically or thematically, you’ve got a hook,” Steele said.

On Tuesday, the appearance of rapper Lil Jon during the ceremonial state delegate roll call, along with DJ Cassidy playing hits from  each state, kept the energy high while pushing the narrative forward.

“The use of music during the roll call struck me as something that didn’t always play well on television, but likely served to keep the energy up in the hall and keep people focused instead of the real risk you run nowadays of people looking at their phones, leaving interest, or losing the floor altogether,” said speechwriter and former congressional comms director Michael Ricci.

“Those things matter if you’re trying to deliver on that narrative of joy and happiness.”

The mentions of joy throughout the conference cannot be understated. During First Gentleman Doug Emhoff’s candid, humorous and personal speech on Tuesday evening, his positioning of Harris as a “joyful warrior” communicated her personality alongside her values and her resolve alongside her temperament. It was a framing strategy that resonated strongly in coverage and social conversation.

2. Democrats stepped up the sloganeering but made it personal. 

While Barack and Michelle Obama’s political careers are marked by notable, quotable speeches and talking points, democrats had since struggled to capture that energy during both Hilary Clinton and Joe Biden’s campaigns.

That seemed to change this week as many quotable lines from the DNC felt like a deliberate attempt to bottle the momentous wave of optimism that democrats have seen since Harris galvanized the party around her.

Captured in “Thank you, Joe,” “We’re not going back” and “When we fight, we win” are sentiments that challenge previously dominant assumptions about the resolve of the party,  which arose alongside questions of President Biden’s fitness to hold office for another four years.

When Harris gave her formal acceptance speech on Thursday night, her message emphasized forward momentum.

“Our nation, with this election, has a precious, fleeting opportunity to move past the bitterness, cynicism and divisive battles of the past, a chance to chart a new way forward – not as members of any one party or faction, but as Americans,” Harris said.

Some talking points recycled by delegates and representatives on the floor, like “blow the roof off this place”, seemed odd to hear repeated, perhaps explained by a later quip from MSNBC anchor Rachel Maddow about “the DNC talking points email” that circulated to prepare democrats for any media appearance.

What are the limits of canned language and talking points when preparing leaders to speak? Is there such a thing as over-indexing on language alignment?

Speechwriter and executive communications consultant Daron Christopher said that writers and politicians alike often think about the headlines their comments will generate during the ideation process. What may feel repetitive also lends itself to a social footprint.

“Outside of circles of true-blue political junkies, relatively few Americans will sit down to watch any single one of these speeches in their entirety, let alone the entire convention,” Christopher said. “Most of us will experience the convention as viral highlights on TikTok or Instagram Reels. These clips only have a few seconds to make an impression.”

Beyond soundbites, many moments of directness were refreshingly personal, which also helped with relatability.

“The most effective speakers in Chicago didn’t go down the rabbit hole of policy,” added Christopher, “but told relatable stories about why they believe what they believe and relate their personal story to their policy agenda,.

On Monday evening, freshman Texas Rep. Jasmine Crockett shared a vulnerable story of feeling overwhelmed upon arriving at Congress to find herself a member of an “unhinged” Oversight Committee. Crockett recalled meeting Harris soon after, who picked up on Crockett’s stress and asked her what was wrong. Crockett said she burst into tears.

“And the most powerful woman in the world wiped my tears and listened,” Crockett told the DNC.

On Tuesday evening, Alexandria Ocasio-Cortez lifted her up her lived experience, too.

“You know, ever since I got elected, Republicans have attacked me by saying that I should go back to bartending,” said AOC. “But, let me tell you. I’m happy to any day of the week because there is nothing wrong with working for a living.”

“AOC proved again that she’s a master of this, one reason why she’s already earned iconic ‘acronym status’ like a latter-day FDR or RFK,” Christopher said.

“There is always a tension between what messages the party leaders want to drive and the participants wanting to make their own mark,” added Ricci. “Getting that balancing act right is important. The speakers who can take the talking points and put their own spin on them really stand out.” 

3. An inclusive bench of thought leaders let the party address DE&I stigma head-on.

We’ve written extensively about the diversity, equity and inclusion (DE&I) backlash here at Ragan, focusing on how many communicators continue to prioritize the work internally while reframing the messaging around it to meet the politically tense moment.

Despite Trump suggesting that Harris was a “diversity hire” during the National Association of Black Journalists (NABJ) conference in Chicago last month, democrats demonstrated how a diverse and inclusive coalition allows space for thought leaders from different identities to speak as nontraditional experts.

On Monday night, Illinois Rep. and Registered Nurse Lauren Underwood spoke about navigating the pandemic from a place that emphasized both her political and healthcare experience. This level of intersectionality was woven throughout the surrogate bench during the rest of the week, too, as speakers seemed carefully picked to not only highlight their expertise but also demonstrate the power of an intersectional coalition in action.

This is where the idea of “lived experience” has practical, tangible application.

With New York Governor Kathy Hochul decrying Trump’s reputation in New York City over the years, and Golden State Warriors and U.S. Men’s National Basketball coach Steve Kerr making sports analogies to speak in support of Harris and against Trump, all speakers leaned into their backgrounds for effectiveness.

Christopher said that these individual approaches are key for connection to audiences.

“Say what only you can,” he said. “If someone else could just as easily say what you’re telling an audience, it’s a sign that you may need to go back to the drawing board.”

Democrats continued to challenge the GOP’s weaponization of DE&I on Tuesday night during multiple powerful moments and talking points. Gov. Pritzker spoke facetiously about Harris being called a DE&I hire “for the sin of not being white,” while Michelle Obama delivered a powerful quip about how the office Trump seeks “might just be one of those Black jobs,” referencing another contentious moment from his interview with NABJ.

Obama, opening before her husband Barack but ultimately stealing the show in the eyes of most pundits, also effectively bridged the conversation about race to the discussion about class previously underscored by union leaders and Senator Bernie Sanders.

“No one has a monopoly on what it means to be an American,” Michelle Obama said, adding that Harris “understands that most of us will never be afforded the grace of failing forward. We will never benefit from the affirmative action of generational wealth.”

This addressing a key GOP talking point head-on was intended to take gas out of the opponent’s tank. It highlights a core leadership comms strategy of not letting accusations, rumors or attacks simmer. When you address the uncomfortable directly, you regain control of the narrative.

Ricci said that this pointed response runs counter to the typical tactic of politicians, the pivot, but it’s effective with audiences.

“Too often, the instinct in politics and executive communications is to explain or to pivot, when sometimes the answer is to get past being defensive and make an effort to flip the script,” he began.

“A clear example of this is how they are working throughout the week to repurpose ‘freedom,’ and put it in the context of their main issues and messages. President Obama had a section in his speech where he laid out ‘a broader idea of freedom.’ It’s not just an effort to disarm, but to re-arm with a proactive message.”

On Wednesday night, Gov. Walz carried this idea of repurposing freedom forward while connecting it to the idea of being a good neighbor, verbiage championed earlier in the evening by Oprah and former President Bill Clinton.

It’s another reminder that, when a consistent message is presented by multiple leaders with diverse lived experiences, slogans can convey solidarity, build trust,  transcend being a soundbite, and become a call to action.

Justin Joffe is the editorial director and editor-in-chief at Ragan Communications.  Follow him on LinkedIn.

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.

One Response to “Breaking down the top comms lessons from DNC speeches”

Glenn Murphy says: August 23, 2024 at 10:08 am

Enjoyed this breakdown almost as much as the DNC speeches themselves. Thank you for the thought-provoking, practical insights.