You killed Bin Laden and other al Qaeda leaders, helped oust Mohamar Qaddafi, have ended the Iraq war, and protected the country from a massive domestic attack. Voters have noticed: a November Gallup poll has your general foreign policy approval rating up five percent over disapproval, an astounding 63 percent support you on terrorism, and the numbers are good on handling Iraq and even Afghanistan.
More importantly, if you sell your foreign policy achievements in the right way, it will paint you as a strong leader. That’s critical: Americans want their president to project an image of strength, and you’re hurting there right now. Between May (when Usama Bin Laden was killed) and August, the percentage of Americans who viewed you as a strong leader slipped from 55 to 44 percent. Here’s the kicker: If you’re seen as a credible, effective Commander-in-Chief, voters are more likely to believe that your leadership can pull them out of the economic slump.
I realize that you’re not the type of guy who wants to pound the podium and out-flex your opponent. That’s okay. However, you still have to keep in mind that foreign policy is an emotional issue for voters, and that you have to connect with their gut subconscious before you can lead them elsewhere. Below, I offer four ways you can use foreign policy to increase your leadership credentials in 2012.
1. Explain your vision and your values. Having a good track record isn’t worth a damn if you don’t connect with voters. They’ve got to feel you on these issues. Even assuming the GOP nominee is the shape-shifting Mitt Romney, he’ll sell a consistent, militaristic vision of American exceptionalism that might resonate with America’s gut.
Don’t cede that ground, just tell your own version. You might not make a major foreign policy campaign address, but your stump speech absolutely must include your vision of America’s leading place in the world in the 21st century. It doesn’t have to be “rah-rah”. It does have to be convey some emotion using two frames: “strong and smart.”
Explain that you know that the threats facing America have changed since the end of the Cold War, and we must rise to meet the challenge. That requires strong American leadership, complemented by strong alliances and backed the world’s strongest military.
But it also requires a laser-focus on the long term: American strength in the 21st century means being smart, too. Safety at home is enhanced by spreading American values abroad, and that requires more robust diplomacy to expand economic and political opportunity for all. That’s a great way to connect on the economy, too: Economic strength is what drives American power, and that means we need to out-innovate, out-produce, and out-think our challenges.
2. Tell a us a story (often). Specifically, tell us the story of how you decided to send SEAL Team Six to kill Bin Laden. Voters remember stories, not policies. So give them the best you got, because it will reinforce your image as a substantive Commander-in-Chief. You could recount the version you gave CBS’ 60 Minutes in May. It doesn’t have to be overly dramatic: just calmly recount the facts and remember that details are good. The story sells itself, and shows America that you made a bold, gutsy, strong decision. Most importantly, the country, not your administration, was successful.
3. Use military veterans as surrogates: Your campaign should have the most robust veterans surrogate network in the history of American politics. In an age when Congressional approval languishes in the single digits (and yours are in the 40s), guess who the public believes? The military. A September 2011 poll reinforces a standing trend: 92 percent of Americans are confident in the military and hence, its veterans.
Remember the Swiftboat Veterans who sunk John Kerry’s campaign? They tipped the balance because they were credible messengers. This year, you’ve got to get out ahead of the game. A few days ago, I received a campaign-sponsored email from Rob Diamond, who runs “Veterans and Military Families for Obama” (full disclosure: Rob is a friend). You need to give him every resource he asks for because he needs to pack cable news, campaign rallies, and small-town newspapers in military-heavy swing-states like Virginia, North Carolina, Ohio, and Colorado with veterans supporting you as the Commander-in-Chief they were proud to serve.
4. Attack Republicans as reckless. You have to make the public’s decision on national security a binary choice. If you’re to be a strong leader and a tough, competent Commander-in-Chief, you need to define (presumptively) Mitt Romney is reckless and out-of-touch. A poll from back in 2008 found this to be an effective attack against Republicans on foreign policy, and I sense that it would continue to work in 2012.
Why? Well, Romney’s rhetoric isn’t that different from George W. Bush’s. In an October speech at the Citadel, Romney promised to reverse proposed defense cuts, resurrect the neocon missile-defense shield, and build six more navy ships per year, even though America’s wars are coming to a close and the country faces a massive debt issue. Does that sound smart, efficient and strong in the 21st century, or does it echo the reckless George Bush, a playground bully who fights but doesn’t think and remains stuck in the Cold War?
Mr. President, it’s going to be a tough election. But used correctly, you can turn a solid record on matters of foreign policy and national security into a real asset this year, and just maybe tip the balance in a few key states. And how’s this for a bonus? The GOP isn’t expecting that you’d dare try.
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Photo credit here.