Persuasion is vital to the practice of democratic leadership, making speech and communication of fundamental importance. Yet, democratic citizens habitually suspect political rhetoric as being either deceitfully empty or dangerously subversive. Rhetoric is thus central in democracy while paradoxically appearing either useless or pernicious. A consequence of this paradox for democratic leaders is that they are forced to avoid fine oratory in favour of a rhetorical style that sounds un-rhetorical, seeming to be plain factually-informative speech. This unique democratic form of rhetoric, which we have called an artless art, seeks to instil trust and to avoid appearing to talk down to the sovereign people. It is both helped and rendered problematic by the media, the essential communicative means in modern society, whose current dominance presents ever-new challenges and opportunities to democratic leaders.