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Ronald Reagan: A Story telling style

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Former actor Ronald Reagan, the U.S. president from 1981 to 1989, put his own stamp on presidential communication by harnessing the power of television broadcasting. He was a charming grand-style deliberate speaker, with a more intimate and personal style than John F. Kennedy and Barack Obama, with their Ciceronian style of oratory. Reagan was a conviction speaker with a storytelling manner who appeared to link up personally with his audience.
Bibliographic citation: Leggett, Brian O'Connor, "Ronald Reagan: A Story telling style: 40th President of the United States", IESE, DPO-127-E, 12/2008
Date: 17/12/2008
Author(s): Leggett, Brian O'Connor
Document type: Case
Department: Managing People in Organizations
Languages: English
Year of the events: 19---2001
Geographic area: United States

Learning objective This case traces the political career of Ronald Reagan from a communication standpoint and provides key learning points for students.