Making Sense of a Candidate's Gaffe

Maybe the presidential candidate with the fewest verbal misstatements will win the 2008 race. Senator Hillary Clinton's comment about assassination last week may be the final straw that keeps her from getting chosen as VP or cabinet member.

If you missed it, she was making a case for staying in the race. She said her husband didn't wrap up his nomination until June and referenced Robert Kennedy's assassination in June 1968. Some political commentators talked about the inaccuracy of her statement and many took great offense, claiming that Senator Clinton was hinting that she was hanging on in case Barack Obama got assassinated. Others defended her, saying she is a nice person and would wish no physical harm to the senator from Illinois.

As a soundbite coach, the tack I take on it is, "What in the world would I do if I were HER coach?" A couple of learning points from this ill-timed remark may help you in crisis:


1. Exhaustion cripples--As Vince Lombardi said, "Fatigue makes cowards of us all." I say, "Fatigue makes fools of us all." Don't go in front of the cameras if you've been running on little sleep. Hillary Clinton may be hanging on to her candidacy for many reasons, but hopefully, she wouldn't have made this social blunder on a good night's sleep... which she may not have had for months.

2. Words matter--Word like "assassinate" should seldom be used in political or corporate campaigns. Pastor John Hagee and Senator John McCain parted ways over the use of "Hitler." And Senator Barack Obama probably wishes his pastor, Jeremiah Wright, hadn't used several incendiary phrases. The point is some words (like "hope") inspire and others inflame. When you're practicing your soundbites, know what results you're aiming for and use words accordingly.

3. Good apologies help; bad apologies make it worse--Mrs. Clinton's apology about using the assassination reference left me wanting more. She said she hoped she didn't offend the Kennedy family--but what about the Obama family?

If I were her coach, I would've counseled her to apologize like this: "During this tough week for the Kennedy's, I hate that my remarks might have reminded them of an even sadder moment in their family's history. And I would never wish ill on my colleague in the Senate and presidential candidate, Barack Obama. I did not mean to insinuate that I was still in the race because something bad might happen to him. I am still in this race because people deserve a choice for their Democratic candidate."

If you find yourself needing to apologize, make sure you cover all the people who could be offended and end on a strong note.

This history-making campaign will continue to give us fodder for coaching moments. Let's hope future candidates and newsmakers will learn all they can.

Lessons from the Campaign, Part Two

Since I promised to give coaching tips to each candidate, Mike Huckabee has dropped out of the race, but I'll still give him advice, since some of you may benefit. With each candidate, I'll explain how you can apply the tip to yourself.

Huckabee--Watch the 5 o'clock shadow, Governor. It makes you look tired. And don't complain during the debate about the questions and time you're not getting. Instead, inspire and make the most of every second.

For everyone: Make sure you don't need a touch-up shave for a late-night interview or speech. Focus on the positive instead of complaining. Reporters don't like nags.

John McCain--Don't get short and testy with reporters. They will just report on your temper again. Instead, invite them to another barbecue.

For everyone: Don't say things to reporters such as, "That's not news." Don't yell at reporters. Don't curse reporters. You'll likely end up on YouTube. Reporters don't like to be yelled at.

Hillary Clinton--Spend time with a voice coach. When you raise your voice in rallies or when making a point in a debate, your voice gets shrill, strained and flat.

For everyone: If you do a lot of interviews or a lot of speeches, your voice could be damaged or strained. Consider hiring a voice coach. Reporters get tired of grating voices.
Typically, you can find a speech or voice expert at your local community college. Help can be had for as little as $50 per hour.

Barack Obama--When you're on your game, you're engaging and inspirational. Every once in a while though, we get a cutaway during a rally or a debate and you appear to be stifling a yawn or going cross-eyed with fatigue. Get some rest.

For everyone: As media savvy as you may be, remember Vince Lombardi. The coach told his players, "Fatigue makes cowards of us all." Rest makes your skin glow and your voice resonate. Rest makes you think faster and articulate your thoughts easier. Reporters will get drowsy if you're boring. So keep them on their toes by being at your rested best.

Lessons from Campaign 2008

The U.S. Presidential campaign can be a university for those studying Media Savvy. Keep watching what the four contenders are doing and learn. The candidates have been through lots of coaching, but that doesn't mean they're perfect. Here are some of my observations that will work for you whether you're president of your company or running for dog catcher.

• Hammer home a vision instead of criticizing.
• Keep a sense of humor.
• Look your best, and that means looking alert and awake.
• People will attack you--know that and decide beforehand how you will respond. Will you counter attack or will you take the high road?

What soundbite lessons have YOU learned from the contenders? I'd love to hear from you. Next time, I will share what coaching tips I would give each candidate.