It is critical that Mr. Trump’s message be one of constructive change: After a period of disunity and rancor, he should offer common purpose; after economic malaise, growth and prosperity; and after U.S. retreat and weakness, a return of American leadership and resolve abroad.
This will require message discipline in all his utterances, especially his acceptance speech. Over 30 million watched Mitt Romney’s in 2012, while more than 38 million tuned in to Mr. Obama’s.
The moment has an inherent tension. The hall is jammed with 20,000 screaming partisans, but Mr. Trump should resist the temptation to deliver his typical rally speech. His target audience isn’t those in the building but everyone watching on TV. Viewers at home don’t want to be whipped into a frenzy by whatever pops into Mr. Trump’s mind.
Instead, these viewers want to connect with the candidate on a personal level, to understand what he values and what makes him tick. Only an effective acceptance speech will make them warm further to his candidacy.
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