- Tell the truth. Fact checkers will share with us which statements from the presidential candidates were exaggerations, misleading and lies. While political candidates often survive their tall tales, business leaders and their companies are generally more vulnerable when the media point out their untruthful statements.
- Speak with passion. Both Hillary Clinton and Donald Trump spoke with passion. A business leader’s key messages might perfectly strike target audiences, but sharing words robotically or without enthusiasm, even under uncomfortable circumstances, are quick ways to lose people’s interest.
- Don’t deviate too much from talking points: When answering questions, presidential candidates often end up talking about whatever issues they prefer. This is why politicians often face a reputation of dodging questions. Dodging questions generally reflects poorly on business leaders in the eyes of clients and employees.
- Get ready. The media have analyzed different approaches Hillary Clinton and Donald Trump apparently took to prepare for their first presidential debate. Whichever approach you prefer, be prepared to discuss the topic at hand or be prepared how to handle questions when you don’t know the answers. News media interviews offer business leaders an opportunity to position themselves as industry experts. Take advantage of such occasions.
- Watch the adrenaline. Both presidential candidates showed spirit. Don’t mistake crazy adrenaline for spirit. People won’t listen if your tone turns them off first.
- Don’t overload us with information. Almost all presidential candidates at times lose their audiences with details most of us don’t understand. The media provide business leaders far less time to clearly explain themselves. Unless your audience is industry savvy, explain yourself and connect the dots assuming people don’t know much about what you do.
- Prepare great sound bites and quotes. Our guess is most media will repeatedly show us the same sound bites from the debates. Presidential candidates don’t generally provide such words by chance. They look for opportunities to deliver their clever sentences. Business leaders don’t need to play it deviously. However, considering sound bites that might sum up complex topics can be strategically important.
- Beware of body language. We don’t recommend adopting Trump’s body language. It may work for him and every rule has its exemptions. Business leaders may consider body language superficial, but we’ve watched too many executives lose the war of words by not what they say … but how they say it and how they look.
- Realize traditional media are only one part of the story. If you’re handling a crisis, trying to persuade public opinion or simply attempting to extend your reach, not strategically considering social media is the equivalent of a head football coach claiming special teams won’t play a role in determining victory or defeat.
- Don’t blame the media. Your fans and supporters may love blaming the media, but your goal is building business, bringing in more clients or increasing support for important causes. Blaming the messenger for your troubles won’t resonate with outsiders giving you and your team initial consideration.