White House National Security Communications Adviser John Kirby discussed methods for combatting disinformation, synthesizing content and engaging citizens with effective narratives at the University of Chicago’s Office of Federal Relations suite in downtown D.C. on Tuesday.
Kirby outlined the skills of effective government spokespeople, including rephrasing political jargon and humanizing content to appeal to a broad audience. The event was co-hosted by the University of Chicago’s Institute of Politics and The Project for Media and National Security — which is supported by the School of Media and Public Affairs — and moderated by the project’s director, Thom Shanker.
“What we’ve got to do as a communicator is take the heavy policy-laden language, very specific program information, and make it make sense to my mom,” Kirby said. “If you can’t make it make sense to my mom, whose 87 but sharp as a tack, then you’re not going to succeed.”
Kirby, a retired Navy admiral, served as the National Security Council spokesperson before his promotion earlier this year. He previously served in President Joe Biden’s administration as the Pentagon Press Secretary and assistant to the Secretary of Defense for Public Affairs.
Kirby said he believes the country is in a “post-fact world” where presenting facts will not persuade skeptical or cynical people, referencing some citizens’ resistance to masks and vaccines during the COVID-19 pandemic as an example.
He said citizens are attracted to disinformation because the people creating it wrap “a bunch of crap” around a simple fact, which keeps people engaged and prevents them from questioning its factuality. He said communicators need to tell “a better story” than the disinformation by building up a narrative based on truth.
“Make it human, find a human being who is affected by this policy or that program and tell his or her story or their stories,” Kirby said.
Kirby said a common mistake made by government spokespeople is adopting the internal language used by institutions they represent, like the Pentagon, that the general public may struggle to understand. He added that the best way to avoid using jargon is learning how to write, which he thinks can be aided by reading a wide range of literary genres including fiction, poetry and history.
Kirby said intentionally spreading false information to the public is “malpractice” and will cost a spokesperson their reputation and credibility. When an audience member asked him about the importance of spokespeople remaining truthful at all times, he said your reputation is “everything” and takes years to build but only a “nanosecond” to destroy.
“Everybody makes mistakes,” Kirby said. “When I make a mistake at the podium, I’ll come back to the podium the very next time and admit it or state it that very day if I need to clear it up.”
Kirby said he prepares for press conferences for approximately 30 minutes but the “real prep time” comes when journalists start asking the questions. He said that he thinks of every question like a baseball pitch and formulates his response as the reporter asks the question.
“I don’t have to answer every question. I have to respond to every question. There’s a big difference,” Kirby said.
Kirby said doing their “homework” and being knowledgeable about a wide range of topics is one attribute he admires in reporters. Kirby took a few questions from the audience, most of which were asked by GW and UChicago students. One student asked Kirby what he thinks the current greatest threat to national security is.
“Right now, the greatest existential threat to our country, to our existence is climate change,” Kirby said. “I don’t think it’s nuclear war. I don’t believe that we’re on the brink of World War III here.”
The event concluded with Kirby encouraging attendees to take opportunities as they arise and to remain open to the reality that their life plans will likely change.
“If you had told me when I was your age that I’d be standing at the White House podium speaking for the president of United States, not only I would have laughed at you, but my brothers would have all laughed at you and most of my college buddies because that was not in the cards,” Kirby said. “But I tried to keep open to the opportunities and you just never know when that call is going to come.”
