Which Candidate Will “Satisfy and Steer” His Way to Victory?
6/27/24 – – Tens of millions of viewers are expected to watch this evening’s presidential debate. I’ll leave it up to others to define the issues and ponder the political implications of this historic encounter. What interests me are the communication strategies Joe Biden and Donald Trump will be using to get their points across and connect with the massive TV audience.
Focusing on presentation techniques, what should the two teams preparing the candidates be taking into consideration?
Tonight is Not a “Debate”
It’s important to understand that tonight’s format is a lot closer to a news interview than it is to a debate. CNN’s Dana Bash and Jake Tapper are anything but neutral moderators. They will be asking provocative questions intended as much to display their personalities and unnerve the candidates as to facilitate meaningful dialogue. Think Dan Rather, not your high school debate coach.
Bash and Tapper, unlike traditional debate moderators, are (excuse the pun) unabashedly biased. They may not be thrilled with Biden, but they’ve compared Trump to Hitler. The only governor on their performance is the danger of appearing too unfair, making Trump’s inevitable attacks on them seem justified, pushing audience sentiment in his direction.
Very few business, sports, political or general news reporters come to a story without biases. So, you take that into consideration when you accept an interview opportunity, weighing the downside against the upside of exposure on the platform the reporter represents.
Both Candidates Are Taking Risks to Connect with Voters
These are battlefield assessments both the Biden and Trump camps have had to make, much like the variables corporate communication consultants take into consideration when preparing business clients for a contentious media interview.
An added degree of difficulty posed by tonight’s format is that this will be a three-way discussion, comprising the reporters (moderators) and two subjects who want to make the other – and at times the moderators – look as bad as possible.
And unlike most debates, there will be no audience in CNN’s Atlanta studios; no applause from the crowd to reward a clever put-down line or protest following a dishonest assertion. To be effective, the candidates must direct their attention and energy to the cameras more than to their opponent or the reporters. Those cameras are the eyes and ears of viewers across the country. Connecting with the small percentage of undecided voters is critical.
So, how should the candidates navigate tonight’s high-stakes, multi-dimensional communication challenge?
The “Satisfy and Steer” Interview Response Technique
The best interview response technique I know is what Virgil Scudder, a legendary media trainer I’ve had the pleasure of working with over the years, terms “satisfy and steer.”
First, it’s essential that you go into an interview having determined who you’re talking to and where you want the interview to go, defining your objectives and the three or four key messages you must convey. After listening carefully to the reporter’s question, you answer briefly, but adequately (satisfy), then transition (steer) to the things you most want to talk about in depth (key messages).
When the questioning is hostile, as it will be tonight, you use this technique to move as quickly as you can from defense to offense. This keeps you from getting bogged down in unfriendly territory.
What media trainers call “bridging” is an art. Transition phrases like “what the American people are most worried about . . .” or “my policies have addressed that and more . . .” or “what I also achieved during my term in office was . . .” will work well for both candidates to steer discussion and execute their game plans.
Combative bridging phrases that never work in corporate settings include, “that’s a very stupid question . . .” or “where did you get that BS?” Snarky, dismissive responses like that will not connect with the undecided audience this evening. Incorporating strategic humor, on the other hand, could help to smoothly steer and make key messages memorable. Both candidates are capable of smiles as well as snarls.
Often in training sessions, video of mock interviews is played back without the audio so the trainee can review her or his body language and facial expressions. Try that for a few minutes tonight as you watch the debate. Turn down the sound and see who best projects concern and confidence, not angst and anger.
Some media trainers underplay the importance of actually answering the questions, coaching executives to essentially blow by what the reporter asks and just deliver rehearsed responses. That frustrates the reporter, disappoints the audience and creates unnecessary confrontation. The CNN reporters will not allow Biden or Trump to just duck the questions, but they should allow reasonable transitions.
Being good at satisfying and steering takes practice. And the participants tonight will only have two minutes to make their points, with one minute for rebuttal. It will be interesting to see how the candidates use their rebuttals, which are potential traps. Do they continue to steer away from their negatives or do they go back over troubled ground from which they already steered away?
The Importance of Closing Statements and Authenticity
Both candidates will make closing statements. Special attention should be given to this opportunity to contrast their records (this is the first time both candidates in a presidential debate have served as President) and make the sale to the American people. Because the debate is live, closing statements will not be edited – an advantage rarely given to subjects of taped media interviews. The communicators working with Biden and Trump should not be satisfied until their client can reliably deliver the ideal messages within the time allowed. At least three times in a row, flawlessly.
Last week the Biden team won a coin toss to determine who would get the last word. Biden’s folks won but elected to select their candidate’s position on stage rather than accept the opportunity to make the final closing statement. I don’t understand their thinking. That’s a big advantage for Trump; as long as he sticks with his key messages and talks to the camera.
The final advice media trainers would give to the prep teams is to allow their clients to be themselves. Over-preparing or trying to radically change their candidate’s personality will not work. Audiences are familiar with both men and appreciate authenticity, even when it includes some rough edges. Americans expect Trump to be pugnacious to a point and Biden to hunt for some words during the evening.
Polishing is fine. A new paint job goes too far.
Trainers call such mistakes “Quayling” the trainee, referring to the disastrous preparation and stiff performance by Republican V.P. candidate Dan Quayle in his 1988 debate (viewed by 50 million people) against Democrat V.P. nominee Lloyd Bentsen. The Bush/Quayle ticket defeated Dukakis/Bentsen. But Quayle, who was a respected young member of Congress, never recovered his positive image with the American people.
If the polls are accurate, you’ve already made up your mind who you’ll be voting for in November. So, when you tune in tonight (the debate is being simulcast at 9:00 ET on just about every channel and news platform) relax and concentrate on which candidate is most successful in navigating this daunting communication challenge – satisfying and steering his way to victory.
And if you want to learn more about interview and presentation techniques, pick up a copy of Virgil Scudder’s book, “World Class Communication: How great CEOs win with the public, shareholders, employees and the media.”
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