Debating America
One week to go. Each US election captivates campaigners and politicians across the world. More than 250 million Americans can cast their vote this time. More than eight out of ten - a record high - believe the outcome matters. It is time to take a closer look at the TV debates, where President Donald J. Trump and former Vice President Joe Biden faced off watched by around 70 million people.
Substance
TV hosts have to pick five topics relevant to 50 states. Although journalists know about current affairs, they also consult pollsters to make a balanced choice. Pew Research not only ranks issues according to their importance but also revealed that Trump supporters care more about the economy and crime, whereas Biden voters want to hear about the health crisis. Click here to see the full list.
The pandemic interfered with the debates. Three face-offs were planned, but one ended up taking place as two town hall events because President Trump had contracted the corona virus. Fox News kicked off with a topic high up on both parties’ agenda: the supreme court. News anchor and “pragmatic Democrat” Chris Wallace then moved on with health care, the economy, race and integrity. NBC News’s moderator Kristen Welker made few changes for the second show down. Discussing the supreme court had become less relevant mid-October giving room for Covid, the economy, race, climate change and leadership.
Both candidates got a heads-up without knowing the exact questions. Their teams prepare more than just talking and rebuttal points. Candidates also learn reframing techniques to shift the focus.
When you talk, you want to talk about crucial topics where you have a strong reputation. Pew Research found that Americans believe Democrats do a better job dealing with climate change and health care, yet Republicans lead on the economy and terrorism. This is not an American phenomenon. In Europe, we have seen Green parties benefit from coverage on climate marches as well as the far-right rising at elections during refugee crises. Who you are can be more important than what you say.
Prepare to be blamed. Negative campaigning has been around since the 18th century when the second President John Adams ran against Thomas Jefferson. The challenger’s team accused Adams of having a “hideous hermaphroditical character”. Jefferson won the election.
Today, the situation has changed but some rules still hold. Martin Haselmayer summarised studies on negative campaigning confirming that it is a risky strategy. Harsh criticism - but not necessarily personal attacks - can help candidates with limited resources get more attention. Challengers and underdogs can consider this approach; incumbents, however, should refrain from mudslinging.
Structure
Public debates are essential for democracies but rarely sway voters. Mark Mellman, one of the US’s leading political strategist and Democrat, tweeted that polls indicate the “horserace” continues despite poor performances. Nonetheless, neither the leading candidates nor their teams should slip up.
Vice President Mike Pence and Kamala Harris did what Biden had done in 2012 with Paul Ryan. They sat down in front of a moderator to reel off their parties’ points and iron out weaknesses. Pence made his points in a calm and controlled manner. He could not even be bothered by a fly on his hair. Harris tried to show that she is eager to get to work by stressing her experience as a prosecutor and vivid expressions.
Both handle questions in a similar way. They look back at what happened, launch a few attacks and briefly hint at the future. The initial question is unfortunately often ignored because more people check out the highlights afterwards than watching the full 90-minute segment. The candidates look for ways to utter prepared soundbites that their team can share on social media.
Joe Biden is harder to follow. While he spoke firmly in previous campaigns, he sometimes appeared to be lost for words on stage this year. The Trump camp questioned the 77-year old’s fitness. The truth might be, though, that his lifelong struggle with stuttering is not over or that verbal missteps just happen. When you stammer, consult speech therapists who have developed a lot of playful exercises that aim at releasing tension and ameliorating articulation. Joe Biden explained 10 years ago how he trained the “Irish way”.
Style
Communication, per definition, involves a sender, a message and a recipient. Many people get the latter wrong but neither Trump nor Biden did during the debate. Whilst the President launched political and personal attacks to show he is still fighting “corrupt politicians in Washington”, the former Vice President tried to profile himself as an experienced, energetic leader. Besides calling his opponent a clown once - followed by an immediate apology -, Biden reacted avoided looking at Trump and rather addressed the viewers at home.
The devil is in the details. Prof. Mehrabian released a study in the last century with the 7-38-55 rule of which you have most certainly heard. Although coaches often misinterpret the rule and claim body language trumps content, the research rightly stresses the importance of nonverbal cues. Outfits and ticks can reinforce an image but also distract.
George Bush senior learned this the hard way when he debated Bill Clinton in 1992. He irritated both the live audience and viewers at home because he kept checking his watch. The less seasoned yet charismatic challenger Clinton took full advantage and sharpened his profile as “man of the people”.
Donald Trump and Joe Biden pay attention. You can see tailored suits, well-ironed shirts as well as Windsor knots. Both wore a small pin of the US flag and an expensive watch (Vacheron Constantin square, $30.000 vs. Omega Seamaster, $6,500). Biden added a pocket square folded in protocol and brought a mask along. Certain gestures or accessories can become trademarks or clichés, which comedians can use.
Five lessons for public speakers
Focus on topics where you have a sound reputation.
Use attacks with caution. It can help you get more attention but may upset your supporters.
Answer questions and generate soundbites for social media.
Do not get distracted by your counterpart and address the audience directly.
Build a repertoire of gestures and accessories that support the image you want to convey.
Learn the techniques. Boost your confidence. Make your point.
Click here for training opportunities.