Feature Article - July 2009

Gov. Palin’s Resignation Communication: 

Incongruent, Incomplete and Disingenuous

Another Case of Communications Undermining Credibility

                                                                                                                                                  by Tom Davidson

Any time a leader raises more questions than she answers (whether it’s a performance review, a staff meeting, or a national news conference), their results and credibility are bound to suffer.  That’s what happened when Gov. Sarah Palin, a lightning rod for supporters and critics since her explosion onto the national scene during the 2008 presidential campaign, announced last week that she would be resigning from public office in just a few weeks. 

What she did was incongruent

Her credibility and leadership were damaged in at least three ways.  First, what she did (i.e., resign from the top public service role in her state) was incongruent with her message (i.e., to remain a dedicated servant leader to the people of Alaska).  Unless better explained, the two ideas remain contradictory, leading to “cognitive dissonance,” a state of anxiety when one is asked to hold two incompatible beliefs at the same time.  When you do this to your audience, as Gov. Palin did, you are creating the conditions for misinformation and speculation, your audience’s natural attempt to reconcile the discord that you created. 

How she did it was incomplete

The second way her credibility was damaged was by her incomplete messaging, which relied more on code words and implications.  The listener could discern two potential reasons for her decision, but they were not clearly spelled out as she said they were.  One was the growing cost to doing the work of the people, apparent waste that was precipitated by “a full court press” of media attention, attack, and distractions on her time.  The second implication was that her family wanted her to leave office.  If she was resigning for family reasons, that would have been understandable and credible, but her real reasons still seemed shrouded by catch phrases (i.e., “no more politics as usual”) and famous quotations (i.e., “we are not retreating; we are advancing in a new direction,” Gen. Douglass MacArthur). 

When she did it was disingenuous

During the announcement, she said, “Some are going to question the timing of this,” which showed that she must have realized that the timing would be suspect.  It’s a well-worn technique to release bad news on a Friday afternoon to avoid the immediate news cycle and have your story buried by other events.  The technique is less than forthright and, when recognized, can be seen as calculating and insincere.  If her decision had been in the works for many weeks, as she said, it could have been announced at any other time. 

Leaders can and must do better

Gov. Palin will certainly go on to do great things, and I wish her family well.  But she could have been more forthright, concise, and clear in her resignation communication.  Because she was not, her credibility was diminished and so was her leadership.  No matter what your message, your reputation will be better served when your communication is straightforward and respectful, which means clear, sincere, and congruent.  This will add to your legacy of leadership rather than detract from it, and it’s your job.

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