- Share stories. Hillary Clinton shared the story of a Las Vegas girl to relay the candidate’s position on immigration. Share personal stories to humanize and effectively illustrate your key messages especially when they are complex.
- Don’t pivot. When asked about information from leaked emails, Clinton awkwardly pivoted the focus of her answer to criticism about Russia. It’s OK to answer a question and bridge to a different key message, but doing so in a clunky fashion may appear that you’re trying too hard to change the subject. When the topic was about Donald Trump and women, he awkwardly pivoted to discussing the controversy surrounding Clinton’s emails as secretary of state. And when the moderator asked Clinton about ethical questions regarding the Clinton Foundation, she instead talked about the foundation’s accomplishments.
- Prepare sizzling soundbites. Clinton characterized Trump as a potential puppet of Russia’s leader. Don’t be nasty, but prepare ahead of time quotes or memorable soundbites to package your message. On two occasions, Clinton said Trump was hosting “Celebrity Apprentice” at the same time she was fighting the country’s enemies.
- Watch body language. We do not recommend that business leaders adopt Trump’s body language. Body language is often half the battle to effectively sharing your message
- Don’t attack the media. Trump referred to the media as corrupt. Criticizing the media in general may please your supporters, but it won’t effectively broaden your reach or conceal you from criticism.
- Don’t proactively bring attention to your controversies. Trump called Clinton “such a nasty woman” while he faces harsh criticism about his treatment of women. Some people might consider it a sizzling soundbite, but it’s not if it ultimately reinforces a negative image.
- Finish strong. The moderator gave both candidates the chance to end the debate by addressing the key messages of their choice. When reporters end interviews by asking if you want to add anything, take the opportunity to hit a home run.