Last night’s State of the Union had something for everyone. Here is a quick guide to finding your client’s issues embedded in the speech. These talking points, of course, don’t usually convert directly to opportunities but… the key messages below provide insights into the kind of language that will be resonating with senior agency leadership in the coming months. The bolded agency names are my take on the organizations with direct or overlapping responsibility for the action.
Key takeaways? Tie anything and everything you can to jobs, security, and international relations. Bon appetit!
“It begins with our economy.
First — middle-class economics means helping working families feel more secure in a world of constant change. That means helping folks afford childcare, college, health care, a home, retirement — and my budget will address each of these issues, lowering the taxes of working families and putting thousands of dollars back into their pockets each year.
Second, to make sure folks keep earning higher wages down the road, we have to do more to help Americans upgrade their skills. That’s why I am sending this Congress a bold new plan to lower the cost of community college — to zero.
Finally, as we better train our workers, we need the new economy to keep churning out high-wage jobs for our workers to fill.
Transportation, Interior, DHS:
21st century businesses need 21st century infrastructure — modern ports, stronger bridges, faster trains and the fastest internet. Democrats and Republicans used to agree on this. So let’s set our sights higher than a single oil pipeline. Let’s pass a bipartisan infrastructure plan that could create more than thirty times as many jobs per year, and make this country stronger for decades to come.
State, Commerce, Trade and Development Agency:
21st century businesses, including small businesses, need to sell more American products overseas. Today, our businesses export more than ever, and exporters tend to pay their workers higher wages.
NIH, HHS, CDC:
21st century businesses will rely on American science, technology, research and development. I want the country that eliminated polio and mapped the human genome to lead a new era of medicine — one that delivers the right treatment at the right time.
FCC (a little tricky at the moment):
I intend to protect a free and open internet, extend its reach to every classroom, and every community, and help folks build the fastest networks, so that the next generation of digital innovators and entrepreneurs have the platform to keep reshaping our world.
DOE, NASA, DARPA:
I want Americans to win the race for the kinds of discoveries that unleash new jobs — converting sunlight into liquid fuel; creating revolutionary prosthetics, so that a veteran who gave his arms for his country can play catch with his kid; pushing out into the Solar System not just to visit, but to stay.
This year, we have an opportunity to change that. Let’s close loopholes so we stop rewarding companies that keep profits abroad, and reward those that invest in America.
DOD, NSA, CIA, State:
Continued emphasis on national and cybersecurity combined with strong diplomancy
EPA, DOE, DOD, DOI, and State:
That’s why, over the past six years, we’ve done more than ever before to combat climate change, from the way we produce energy, to the way we use it. That’s why we’ve set aside more public lands and waters than any administration in history. And that’s why I will not let this Congress endanger the health of our children by turning back the clock on our efforts. I am determined to make sure American leadership drives international action. There’s one last pillar to our leadership — and that’s the example of our values.
Thank you, God bless you, and God bless this country we love.”