2.7 Presidential Communication

The Presidency and the Bully Pulpit

Presidents use their unique platform to communicate directly with the public — called the bully pulpit. Through speeches, press conferences, and the State of the Union address, presidents build public support for policy agendas and pressure Congress to act by appealing over lawmakers' heads to citizens and interest groups.

Going Public

Going public is a strategy where presidents mobilize public opinion to pressure Congress into supporting their initiatives. Modern technology and media (television, social media) have expanded presidents' ability to reach citizens directly, increasing the importance of communication skills and image management in shaping presidential power.

Successes and Failures of Communication

Presidential communication doesn't always succeed — public opinion can be resistant, media coverage may be unfavorable, and Congress may not respond as hoped. Effectiveness depends on factors like timing, crisis context, approval ratings, and the president's relationship with the media and opposing party.

Key terms

Bully pulpit

The president's use of visibility and prestige to advocate for policies and shape public opinion.

Going public

A strategy where presidents appeal directly to citizens to build pressure on Congress.

State of the Union address

Annual speech where the president outlines policy priorities to Congress and the nation.

Impact of technology on communication

Television and social media expand presidents' direct access to the public, increasing the importance of media skills.

Limits on presidential communication

Effectiveness can be limited by low approval ratings, unfavorable media coverage, or public resistance.

Try an AP-style question

The "bully pulpit" refers to the president's ability to…

1. use visibility to push an agenda
2. command the armed forces
3. appoint judges for life
4. veto bills without review