Lessons from Mackinac ‘Debate’
June 16, 2010
Q: Our client is running for office and participating in an upcoming Meet The Candidates night. She witnessed the recent gubernatorial candidates “debate” at the Detroit Regional Chamber’s Mackinac Conference and, frankly, is wondering if she has the “right stuff,” first for a panel that may be fraught with off-the-wall, hard-to-predict questions, and then for the election race ahead.
A: First things first. Let’s address how to manage a candidates panel. What your client witnessed at Mackinac is exactly what not to do. From start to finish, there was no clear winner on stage that evening. Why? There are three reasons. First, the takeaways from each candidate’s remarks were unclear and not particularly memorable — each candidate lacked concise key messages. Second, mudslinging and innuendo by one candidate turned the discussion sour, as did another candidate who found himself scrambling to distance himself from his former company that ultimately sent jobs to China. Third, the moderator had his own agenda and an abrasive, take-no-prisoners approach.
So what are the lessons here for candidates and media alike?
First, as a candidate you must have a compelling message that will resonate with your audience. Example: “My priority is bringing jobs to Michigan. I am (or am not) in favor of extending tax credits.” Stand for something. Be direct, clear and concise. Tell stories that support your ability to bring and retain jobs in Michigan.
Second, anticipate tough questions, including some that you would consider as coming out of left field. Rehearse your answers so that you are not defensive when responding. Pause, gather your thoughts and breathe before you speak. The audience will stay with you. Being unflappable is a learned skill.
Third, learn to use turnaround phrases to get and keep the discussion on track. If you see that the conversation has taken a negative turn, overcome objections by using turnaround phrases such as, “We are here today to talk about what each of us proposes to do about bringing jobs to Michigan. Bringing jobs to Michigan is my single most important focus. Let’s talk about how to make this happen…” Stick to your key messages and use them no matter the question or tone of the discussion.
Finally, to the media we would say, in a panel situation it’s not about you, it’s about the candidates. Your job as moderator is to ask probing and illuminating questions, not to vilify or sanctify or steal the show.
Paula Blanchard Stone and Patty McCarthy are partners in McCarthyBlanchard, an executive training firm specializing in key message development, presentation skills training, media interview training and executive presence. Copyright © 2008 McCarthy Blanchard. | Website
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