Experts advise Pawlenty on his image

ST. PAUL -- Tim Pawlenty has a lot of work to do if he is to become president.

Of course, the Republican Minnesota governor who most political observers think is running for the White House must raise money. He needs to assemble a campaign team. He should prepare position papers on major national issues. And he has to court voters.

But even more important, he needs to make some personal changes, communication experts say.

One of those experts, Susanne Jones, was watching a video of Pawlenty delivering a speech and could not keep quiet: "Hold still, hold still," she shouted to the computer screen, which showed Pawlenty constantly moving, his head bobbing and hands waving to and fro.

"He makes me nervous," she said. "He does not calm me down."

Jones, who teaches how to effectively communicate as a University of Minnesota Communication Studies Department professor, said Pawlenty does not project the image he needs to for a presidential candidate.

"The man needs to chill out," she declared. "Too much movement, too much fidget, too much eyebrow action; too many illustrators (gestures) and his hair is too long."

Politics aside, experts asked to look at Pawlenty agreed that while he is a physically attractive candidate, he is not ready for prime time.

"When you are getting on that national stage, a person's look, a person's demeanor ... for a lot of people, that is all they are seeing," said Tim Hagle, a University of Iowa political science professor and Republican activist.

"When I listen to him, he comes across as a reasonable and intelligent person," Hagle said: "He can seem a little low key. I don't want to say bland."

But he meant bland. Several observers said that about Pawlenty's speeches and interviews, the two ways most Americans will learn about him.

Then there is his signature, a showy but undecipherable autograph that one handwriting expert said shows a bit of arrogance mixed with a tad of stubbornness.

Appearances, head movements and signatures may seem frivolous for someone who wants to lead the country. But ever since the first nationally televised presidential debate, politicians recognize that such issues may mean the difference between winning and losing.

If a candidate comes across well, "you are able to sell your message, whatever it is," said Hagle, talking from Iowa, where Pawlenty is expected to challenge other Republicans in the country's first presidential contest in early 2012.

Policy arguments may never really be heard unless a listener, viewer or crowd member likes what he sees physically.

"We are in a tele-visual age, there is no question about that," said Edward Schiappa, the University of Minnesota's Communication Studies Department chairman.

Reporters who cover Pawlenty have noticed changes that make him more physically appealing over the past few years, changes ranging from whiter teeth to a series of new hairdos, including the dropping of a mullet.

"I don't know that I would call him a pretty boy, but I would call him attractive," Schiappa said.

Schiappa's overall assessment of Pawlenty? "He is vanilla with sprinkles."

That may not be as negative as it sounds on first blush.

Other candidates "are strong flavors that you either like or you don't like," Schiappa explained. So while politicians like Sarah Palin and Mike Huckabee have some strong supporters, they also have turned off other potential backers.

"He does not immediately turn off a lot of people," Schiappa said.

Jones, who had not paid a lot of attention to the governor before being asked to critique him, said he needs to take action soon, before too many voters make up their minds about him.

"People judge within 30 seconds," Jones said. "Within 30 seconds, a voter has decided how the voter feels about the candidate."

If Pawlenty continues his pattern of gesturing, that could affect his initial reception, Jones said.

Pawlenty's gestures do not match what he is saying, she said. For instance, in one speech Pawlenty called for immediate action, but instead of presenting a fist or other firm gesture, he slightly moved a couple of fingers.

Pawlenty is known for being a hit in small-group settings. People who have followed him on campaign swings that stop in places likes restaurants say he has an immediate rapport with customers.

Jones saw that trait in photographs of Pawlenty meeting with veterans and farmers. He leaned forward, reaching out to people, and seemed more relaxed than in speeches and interviews.

Those are good signs for Pawlenty in Iowa and New Hampshire, where much of the early-season campaigning is on a small scale. And there is time to make changes.

"I was not sure Obama would win Iowa when he first started," political science professor Rachel Paine Caufield of Des Moines' Drake University said. "I think Iowans are very forgiving about style for the first six months, maybe longer even. We are used to some really green candidates."

Davis works for Forum Communications Co., which owns the Daily Globe.