The purpose of this study was to analyze the characteristics of the Radio Internet speech of President Lee, Myung-Bak. This research analyzed his energy-related message in three dimensions including ethos, pathos, and logos. President Lee used a strategy of pathos most to convince people followed by the logos and by ethos method of persuasion. Regarding the characteristics of persuasion that President Lee used, the ethos method included a rhetorical way by mentioning successful achievements, the world recognition of Korea, and the authority of experts’ comments. While the strategy of pathos includes the negative, anxiety, heightened expression of awareness, green growth, hope, joy, empathy, and expression of positive emotion. The strategy of logos includes induction or expression based on the fact and the mentioning of overseas cases.