Donald Trump in his fledgling try for the White House in 2012 is offering an astounding number of bromides and platitudes, braggadocio and bombast in his wave of TV interviews from O’Reilly (FOX) to Today (NBC). From the old saw of the birther’s claim that the president lacks his US birth certificate to matters of state Mr. Trump seems well prepared to talk over any and all other questions while repeatedly repeating all his preconceived message points. He knows how to talk, and talk, and talk.

In response to a question of what the President (Obama) has done well, Trump replied “he got elected.”
In response to the lack of a national budget Trump assured listeners it was due entirely to “a lack of leadership” that wouldn’t be the case if he was sitting in the oval office.
In response to a question on foreign policy he expounded that the “United States isn’t respected” any longer by the rest of the world.

In fairness questions that were posited to how he would change this if elected but they were parried and thwarted and never answered. The ‘how” of what would be different is often the most important question — not the if or the dreams or desires for change, but rather the execution, the how. Mr. Trump offered nothing to that debate or discourse.

Taking just the question of how the rest of the world may see us… after years of financially and militarily supporting dictatorial regimes all to assure the stable supply of crude oil to fill our gas-guzzling economy, or the nature of avaricious conduct in pursuit of minerals and raw materials to satiate our economic demands at the cost of local economies and indigenous people… these are the core issues of why we’re not liked, not respected. Having the biggest stick, the greater swagger, the most shiny boots on the ground isn’t sufficient to master world respect, much less domination. Assuring audiences this would all ‘be changed’ once he gets to the White House seems insufficient and unrealistic.

The media – all of us who are in charge of the microphone – better start asking the ‘how’ as the 2012 campaign gets underway. There’s likely to be a lot of noise in the coming months – but rather than just close our ears we could decide to have greater impact by thinking about and demanding answers to the real questions. Let’s start with ‘how’?

A telemarketer’s call today sought my contribution to help “local” police keep kids off the streets; although other than by an arrest it wasn’t quite clear how this would be accomplished still the impassioned pitch was to solicit my help (play on my social, affluent and/or white guilt) to support this worthy goal of keeping kids out of trouble.

The call went into the ditch when I asked how much of my donation would go to the charity contrasted to how much is pocketed by the telemarketing agency? The response? Twelve (12%) percent is destined for the charity and 88% was being kept, “according to California law” as I was quickly assured, by the telemarketer.

I wish we had similar margins in media.