It is safe to say that everyone watching the U.S. election for President is ready for this election to be over - myself included. The vitriolic nature and style of lodging and managing accusations on both sides is gut wrenching. All of this aside, there are valuable lessons to be learned from analysis of Donald Trump's messaging strategies - lessons that any spokesperson should avoid at all costs.
Lesson #1 - Do Your Homework
This is not what you think. I am not talking about the obvious - prepare your talking points before you engage the media. Everyone knows to do this. I am referring to thinking about the worst questions the media might ask based on doing their homework. Donald Trump refused to let his team vet his background. He would not let them conduct a detailed background check on any and all possible scandals that might come up during the election. As a result, the accusations of sexual harassment are now flying from multiple sources and his messaging is not persuasive. All of this could have been avoided had he informed his team months ago about such issues, allowing time for ample messaging preparation. So do your homework and ask yourself: "What are the worst/nastiest questions the media might ask me?" Be ready to go with well-rehearsed answers.
Lesson #2 - Target Your Audience With Honest Messaging
Trump supporters might argue that his messages are effective and believable, but national polls tell the real story. Trump has failed to build his base not only because of the recent sexual harassment allegations, but also due to his failure to craft believable messages that appeal to a wide audience. The vast majority of Americans no longer believe much of anything he says because he has consistently lied, created his own "facts" and discounts the truth. The earth is not square, not matter how many times you say it is. Never lie as a spokesperson - ever. Lying is a bad strategy that comes back to bite you.
Lesson #3 - Don't Wing It
Ad Libbing is a risky strategy for any spokesperson. It does not work with the media. The proven strategy of success is to craft key messages which sustain an honest story and are repeated at will over time. Trump is perhaps most entertaining with his quick retorts and energetic replies, but he is "off message" and at his worst in terms of predicable message delivery. Call Hillary Clinton boring, but she has succeeded at the art of conveying consistent messaging which polls confirm has produced a winning strategy. So practice, practice, practice. It makes a big difference.
Lesson #4 - Be A Composed Actor On Stage
If you have ever watched a press conference during a crisis, you know that every facial expression or movement is recorded with the potential (through video or photograph) to be splashed endlessly throughout traditional and social media. And it never ends. Donald Trump is a posterchild on what not to do in this regard. His smirks, winces, and frowns. His body language is engulfed in intimidation. What he should be doing is exactly what Clinton has been doing in the debates - every facial expression and body movement is choreographed and well-thought out. Donald Trump has used the wrong strategy which combined with the wrong messaging will likely produce a landslide victory for Hillary Clinton. So when you go in front of the media, part of your strategy should include everything from how you enter/exit the room to how you sit down and even how you attach interpretation equipment to your ear. Trust me - the photos can make you look completely stupid.
I am looking forward to the remaining three weeks of this campaign. There is so much to learn!