by John M. Curtis
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Copyright February 8, 2001
All Rights Reserved.

alloping onto the national scene in 1980, Ronald W. Reagan—voted the nation’s most popular president—still baffles experts about the magical cultural trend known as the ‘Reagan revolution.’ His closest advisors and confidants have difficulty throwing a net around Reagan’s charm and charisma. On the occasion of his 90th birthday—dimmed by the tragedy of his Alzheimer’s disease—experts still scratch their heads trying to capture the essence of Reagan’s extraordinary leadership and popularity. “How could a man of supposedly limited knowledge and limited intelligence accomplish so much? How did he get elected and reelected the governor of our largest state? How did he get elected and reelected president of the United States? How did he preside over a time of unprecedented prosperity, the winning of the Cold War, and the demise of communism worldwide?” asked Reagan’s Secretary of State George P. Shultz, just as tongue-tied about his former boss’s star-power and lasting impact on American culture.

       Following success, George W. Bush smartly imitated Reagan’s popular themes, including distrust of big government, across-the-board tax cuts, rebuilding the military, criticizing Medicare and Social Security and, of course, disdain for liberals. But copying appealing campaign themes doesn’t tell the whole story. While Bush barely made it to the White House, he’s busy at work charming skeptics and true believers—healing Washington’s partisan divide. Reagan always said that ‘imitation was the highest form of flattery,’ and there’s much good to be said following Reagan’s lead. No matter what the issue du jour, it’s difficult cloning the likes of Ronald Reagan. Reading all the right lines and wearing Stetsons and Tony Lamas won’t equal Reagan’s bigger than life persona—but why not give it a shot. Bottling Reagan’s amusing wit, spunk and flair for language also won’t be easy. Dubbed the ‘great communicator,’ Reagan possessed an uncanny ability to communicate with the masses, rarely seen in his or any generation. Like political satirist Will Rogers, Reagan admired how pedestrian charm mixed with a twist of fancy words packed a wallop of clout.

       More persuasive than Dale Carnegie, Reagan personified the big-hearted Willy Loman, never taking no for an answer—cheerfully pressing his case brimming with energy and enthusiasm. Distilling Reagan’s extraordinary communication style is much like figuring out why you’re drawn to Leonardo Da Vinci or a colorful sunset. It’s not only the composition, color, brushstrokes or even the type of clouds--it’s the whole package. Reagan actually held some pretty unpopular views—especially with liberals—but still masterfully sold his ideas with wit and conviction. No matter how off-base, his strong personal views converted skeptics and amused the faithful. “Keep it simple,” Reagan frequently said, “talk to people like you were in the barber shop.” Condescension and arrogance weren’t part of his vocabulary, knowing in his gut that it turned people off. But despite the simplicity, his oratory was buoyant, entertaining and deeply satisfying, spiced with elements of irony and humor. “We don’t have inflation because the people are living too well, we have inflation because the government is living too well,” said Reagan en route to the White House, illustrating his special way of winning people over.

       Reagan’s oratorical craft lifted public speaking to new heights. No politician can expect to command his powerful charisma without placing ordinary people high on the pedestal. Shattering President Carter’s dreams in 1980, Reagan’s brand of populism resonated well with disgruntled voters. His intoxicating message: “Your hopes, your dreams, your aspirations, will be the hopes, dreams, and aspirations of this administration . . . so help me God,” said Reagan to a thunderous ovation during his first inaugural address. Compared to FDR and JFK, Reagan’s speechmaking touched audience’s hearts with richly textured themes of commonplace heroism. Press conferences were methodically staged, marked with well-rehearsed opening statements and energetic banter with the press. Bouncing off the press, Reagan beamed eternal optimism and infected onlookers with contagious positive energy. Never saying a bad word and known for self-deprecating humor, Reagan engendered amusement and delight, avoiding the kind of rancor seen in the press. Oozing charm, he disarmed his audience, kept his critics at bay and orchestrated public opinion and his own personal agenda.

       Heated press conferences were the dance floor in which Reagan tapped around unrelenting journalists. Like an Aikido master, Reagan talked the talk and walked the walk, moving effortlessly through the media traps, especially during the Iran-Contra arms-for-hostages scandal. “How could you take your job so casually?” asked a predacious reporter during the height of the Iran-Contra scandal. “The only thing I’ve taken casually since I’ve been here is giving a press conference,” quipped a smiling Reagan, sending reporters into stitches and getting him abruptly off the hook. Taking ‘Teflon’ to a new level, Reagan mastered the fine art of rejoinder, fashioning responses that brought him unequaled popularity. Setting a utopian vision, he created his now famous image of ‘a shining city on a hill.’ For Reagan, the sky was the limit. “We are too great a nation to be limited by small dreams,” he frequently reminded audiences, inspiring young and old alike that there was no ceiling on individual success other than unwarranted pessimism. His eternal optimism bridged America’s vast economic and racial divide.

       Reagan’s quiet charisma lacked the sex appeal of JFK, but it was no less powerful. Elected the oldest president, Reagan became the nation’s loving father figure, inviting him to scold and praise with equanimity. Lecturing congress about belt-tightening, “When you have a kid that’s extravagant . . . you can lecture him all you want about his extravagance, or you can cut his allowance and achieve the same end,” said Reagan, displaying the powerful metaphors that made his oratory so effective. Cut from the great Hollywood image-making tradition, Reagan took his role as president very seriously. Sitting tall in the saddle, he never abandoned his part as the nation’s number one role model, even shielding the public from the ravages of his Alzheimer’s disease. “I promise we won’t disappoint you,” Reagan said at his first press conference as president-elect—a promise he never broke. For those looking for greatness, following his lead is a step in the right direction.

About the Author

John M. Curtis is editor of OnlineColumnist.com and columnist for the Los Angeles Daily Journal. He’s director of a Los Angeles think tank specializing in political consulting and strategic public relations. He’s the author of Dodging The Bullet and Operation Charisma.

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