WOODSTOCK, NH – NOVEMBER 16: US President Joe Biden delivers a speech on infrastructure while … [+]
President Joe Biden kicked off his campaign Tuesday to implement and promote the infrastructure legislation he signed into law yesterday by traveling to New Hampshire where he stood at a 82-year old bridge the White House said will be repaired faster because of his legislation.
A lot is riding on the success of the cross-country road show. As AP noted, “Biden is down in the polls but hopes to use the successful new law to shift the political winds in his direction and provide fresh momentum for his broader $1.85 trillion social spending package now before Congress.”
The ways Biden and members of his administration explain and publicize how the bill will address and solve the worsening infrastructure crisis will give business leaders an education on some of the best practices they could use when dealing with a crisis at their companies.
Put Someone In Charge
Biden appointed former New Orleans mayor Mitch Landrieu to oversee the work to repair the nation’s infrastructure.
AP reported that, “Landrieu, 61, was formerly the Louisiana lieutenant governor and took over as mayor of New Orleans in 2010, five years after Katrina swamped the city and as the area’s recovery stalled — and as a massive BP oil spill in the Gulf of Mexico polluted the state’s coastline. He secured billions in federal funding for roads, schools, parks and infrastructure, and turned New Orleans ‘into one of America’s great comeback stories,’ the White House said in a statement.”
Appoint And Activate A Team
Biden signed an Executive Order yesterday that, among other things, established a task force of administration officials who will work to implement various aspects of the law.
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Explain What’s At Stake
At the signing ceremony at the White House on Monday, Biden explained that, “We can do this. We can deliver real results for real people. We see in ways that really matter each and every day, to each person out there. And we’re taking a monumental step forward to build back better as a nation.”
Let People Know Who Supports Your Approach
Biden said yesterday that, “this law was supported by business groups— the U.S. Chamber of Commerce; the National Association of Manufacturers; the Business Roundtable, representing 200 of the largest corporations in America and other top business[es].”
Use Visuals To Show The Problem
At the kick-off event today, CNN reported that Biden stood in front of the NH 175 bridge over the Pemigewasset River that “has for years been identified by the state as a “red list” bridge, meaning it was found to be structurally deficient after inspection. The White House says the New Hampshire Department of Transportation will use funds from the infrastructure law to ‘fully rehabilitate the historic structure’ in Woodstock for about $4.5 million.”
Summarize The Benefits Of The Solution
At the signing ceremony, Biden said, “Things are going to turn around in a big way. For example, because of this law, next year will be the first year in 20 years American infrastructure investment will grow faster than China’s. We’ll once again have the best roads, bridges, ports, and airports over the next decade. And we’ll lead the world into the 21st century with modern cars and trucks and transit systems.”
Be Specific
Baruch Labunski is a branding and marketing expert and founder of Rank Secure. He said, “I think there’s one important quality that PR needs to have in order to turn Joe Biden’s infrastructure law into a political win. Biden and his team need to be specific.
The law has lots of big numbers — billions and billions of dollars being spent on things that voters may or may not realize really matter to them. It’s easy to read or hear about the vast sums of money being spent, roll your eyes, and think ‘What difference does it make to me?’ That’s the case Biden and his team need to make: How, specifically:
- Will the infrastructure law affect our lives over the rest of his presidency?
- Who are some of the individuals who will get new, good-paying jobs? We should see their faces and learn some of their names.
- How many people in my community will now have broadband internet access?
- For bridge that is slated for repair: How long ago should that repair have been done? How many lives are at risk each day it goes un-repaired?”
Yesterday at the White House, Biden did get into some details about what the new law will do concerning the replacement of lead pipes, access to high-speed Internet, roads, bridges, ports, airports, and railroads. Today in New Hampshire, he discussed the impact of the law on helping to repair hundreds of bridges in the state.
Advice For Business Leaders
Nicholas Creel is a political scientist and assistant professor of business law at Georgia College and State University. He said, “The biggest take away for business leaders here is that President Biden‘s promotion of the infrastructure law is not making him any more popular.
“Biden’s approval numbers are still low and don’t look to be responding positively to what is an objectively popular law. The lesson there is that even if you are doing something people love, they aren’t going to forget about other issues they have with you,” he concluded.
