A presidential inauguration is an event defined by huge, sweeping optics: The National Mall full of cheering Americans; a grandiose platform in front of the Capitol building; the parade down Pennsylvania Avenue. And at the centerpiece: a speech.
On Monday, President Obama will give his second inaugural address — and he faces a challenge in crafting a speech for this moment.
The last time Obama gave an inaugural address, millions of joyous people tuned in around the world, ready to be inspired by a man who rose to prominence on the incredible power of his words. The president knew that the American economy was teetering on the brink of disaster.
And four years later, the verdict on that address is pretty unanimous from former White House speechwriters of both parties:
Speechwriter Mary Kate Cary, who wrote for President George H.W. Bush: "I think most people would have a hard time quoting you a line back from it. ... It just seems like there were a lot of platitudes."
Jeff Shesol, who wrote for President Bill Clinton: "There really aren't very many lines in President Obama's first inaugural address that stood out even in the moment. ... It didn't have an animating idea. It didn't have a clear theme."
George W. Bush speechwriter John McConnell: "I had to go back and look at Obama's inaugural address to really remember lines that I had at the time paused over."
Clinton speechwriter Michael Waldman: "There's the old adage: You only get one chance to make a first impression. And I think President Obama might hope that's not true."
They all know firsthand that one of the toughest speeches to write for any president is also one of the most high-profile addresses he'll give. They generally agree that the closest thing Obama had to a standout line four years ago was not even an original: "In the words of scripture: The time has come to set aside childish things."
It's All Politics
Inauguration Mashup: The Speech In 11 Easy Steps