When it came to telling the world that Osama Bin Laden had finally been killed, President Obama faced a number of challenges, says Paul Argenti, professor of corporate communications at the Tuck School of Business.
First and foremost, Obama had to strike the right tone: namely, happy, but not celebratory. He had to put the killing in context, recalling the horrifying events of September 11, 2001. He had to be respectful to Islam. He had to tread lightly around Pakistan, which, knowingly or unknowingly, had been harboring Bin Laden. And, politically, he had to take credit for the assassination, without make the speech all about him.