This concept is not new. Years ago, someone told me how a negative story about President Ronald Reagan left a positive impression among viewers. The words heard raised questions, but the images showed Reagan in a positive light.
Whether I like it or not, reaction to the first presidential debate and the vice presidential debate persuades me how you say something is more important than what you actually say. (I heard Vice President Biden smiled a lot.) Analysts on TV and people on social media are more often judging these debates on style and passion than on facts. The concept of acting “presidential” appears to be overrated.
Here’s a fact: Businesses and their executives who speak with the media can learn a lot from watching these debates. Here’s what I liked and didn’t like:
- Biden made crisp, key points on Libya. Businesses must do the same on the topics important to them.
- Biden spoke with passion and used his hands.
- Ryan made it personal early on by bringing up Scranton, Pennsylvania.
- Biden told a personal story. Businesses should tell their personal stories.
- Ryan told stories about his family. Business executives should not fear sharing personal stories to make a point.
- Biden used the letters CBO. Executives: Don’t use lingo that many people in the audience won’t understand.
- Both should have been more careful about facial expressions. Media love to show facial expressions which could have unspoken meanings.
- Ryan told a story about someone he met in the military. Again, the media like to hear personal stories.
- Both men got too detailed about Afghanistan. Afghanistan is very important, but too many details can lead to losing your audience. Concentrate on your headlines.
- Biden says “he’s talking about my mother and father.” That’s how you take complicated issues and make them personal.