The PR Downfall of Jeb Bush

Fraser Seitel

Those embarrassing CNBC moderators weren’t the only losers at the Republican debate this week.

Jeb Bush, who started with so much money and promise as the Republican Presidential standard bearer, sputtered and died during that debate debacle.

How such an intelligent, experienced and competent — not to mention decent — individual could self-destruct so quickly is testimony to the power of public relations in 21st century America.

The fact is, while Bush may have been long on “substance,” he was short on “style.” This proved to be the critical error in a campaign gone horribly off the rails.

From a public relations standpoint, here’s why Jeb’s campaign will soon be history.

No venom

Anyone observing the CNBC debate could clearly see that Donald Trump had it right: Jeb lacked the intensity of his rivals.

His words were too measured, his responses too deliberative. Even when he went after his protégé-turned-ruthless-adversary Marco Rubio, the attack seemed more like a staged sound bite than a sincere belief.

“But, Marco, when you signed up for this, this was a six-year term, and you should be showing up to work. I mean, literally the Senate, what is it, like a French workweek?”

Trump’s damning label of Bush as “low energy” underestimated the candidate’s problem. Jeb simply lacks the venom, the blood lust on which 21st century Americans — weaned on reality TV and political extremists and in-your-face commentators from Bill O’Reilly to Bill Maher — seem to thrive.

The insufferable Trump has staked his lead by being offensive. Ted Cruz has parlayed his accept-no-compromise views to right wing stardom. Even the formerly stable John Kasich resorted to flailing and bellowing to gain debate airtime. Jeb’s not built to bellow or be malicious. In 2015 America, that has hurt him with the voters.

Too detached

Of all the candidates on the CNBC stage, Jeb seemed the most out of place, a reluctant adult forced to join a scrum brimming with over-eager adolescents.

He appeared timid when he attempted to interrupt a Trump rant, wistful when asked to recite his economic priorities and wounded when the devious Rubio sucker punched him right back.

RUBIO: “No Jeb, I don't remember -- well, let me tell you. I don't remember you ever complaining about John McCain's vote record. The only reason why you're doing it now is because we're running for the same position, and someone has convinced you that attacking me is going to help you.”

BUSH: “Well, I've been —”

RUBIO: “Here's the bottom line. I'm not … my campaign is going to be about the future of America, it's not going to be about attacking anyone else on this stage.”

While the others seized the spotlight for their own purposes — Rubio to appear thoughtful, Cruz to win conservatives, Huckabee to appear relevant, Christie to campaign for Attorney General and Kasich for VP— Jeb remained remote, detached, a quiet man in a gray suit and gray tie who looked like he wanted to be anywhere but on that stage.

No stem winder

Perhaps most surprising — especially for a political veteran from a political family — Bush isn't a very good speaker. While others spoke with fire and commitment on their promises to fix a troubled world for their mothers and grandchildren, Jeb delivered with a dispassion more appropriate for a calmer, more sanguine time in America.

“Imagine a country where people are lifted out of poverty again. Imagine a country where the middle class can get rising income again. I know we can do this because we're still the most extraordinary country on the face of the Earth,” Bush said.

Indeed, next to the likes of professional orators like Cruz, Christie, Rubio and Fiorina (whose skill is her most significant and in some cases, only, asset), Bush seemed overmatched and unskilled.

Tired name

Finally, Jeb has the baggage of his last name with which to contend. The prospect of yet another Bush running for President is difficult to combat, even if he were a more formidable personality.

Sadly, Jeb’s laid-back demeanor is unsuited for advancing in America in 2015.

And with a family name of which voters have grown tired, his only hope of overcoming it would have been to face token opposition, preferably from an avowed socialist. But alas, that was the good fortune of another flawed candidate with an equally tired name.

For Jeb, his presidential candidacy is doomed by public relations woes, and his 2016 campaign nightmare will most likely end soon.

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Fraser P. Seitel has been a communications consultant, author and teacher for 40 years. He may be reached directly at [email protected].