All Candidate Kerry Needs Is An Excellent Leadership Coach

(originally posted October 31st, 2006)

We’re in the heat of the election season with November 7th looming around the corner, so politicians might want to heed the advice from the column I wrote for The Daily Business Journal prior to the memorable election between John Kerry and George W. Bush in 2004:

It hasn’t happened yet, but here’s how it might go. “Hello, John. You don’t mind me calling you John, do you? In fact, it’s a good place to begin our work together. Addressing you by your first name helps convey a subtle ‘you’re one of us’ message. And that’s one of our goals today.

“Now, don’t be nervous — I am a former television talk show host and newscaster, and I’ve coached hundreds of government and corporate executives on how to improve their leadership images. A lot of clients start out quite apprehensive, but this can make a big difference in their lives.

“And people are saying, John, that you need help. “We will begin today by focusing on television. TV is your national stage. If you don’t make it in that medium, it might not ‘happen’ for you. Let’s pause to look back at the turning point that changed the way we vote. Almost every professional media coach has studied the historic televised 1960 Kennedy-Nixon debate, and every politician should, too. John F. Kennedy’s vitality, charisma and energy soared right through the TV screen, while next to him Richard Nixon looked tired and unapproachable. Kennedy’s performance touched our emotions. And the proof was in the vote.

“That’s what we’re missing here. Think about the last few presidential campaigns. For instance, Bill Clinton and Bob Dole. Remember Bob Dole’s famous, ‘I’m a doer, not a talker’? Well, that’s a problem. We want our leaders to talk to us with clarity, passion, vision and hope. Clinton is the master messenger. But Al Gore had some of the same challenges as you do.

“In fact, some of your supporters and foes use the same adjectives to describe you both: ‘wooden, stiff, uninvolved.’ Our staff conducted an unscientific study with 30 people and heard many repeats of those descriptions. Plus some people added ‘grim and tired’ to their description of you. Ouch!

“Think about your early opponents in the Democratic primary: the passionate Howard Dean and the charismatic John Edwards and Wesley Clarke. They showed us they have what it takes to be media stars, yet they fell by the wayside. This proves that these qualities are not all it takes to win the presidential bid. But they are essential if you want to inspire, influence and persuade. And they are key to your success in November! So how are we going to improve your communication skills?

“TV types love to use the expression ‘Pump up the energy!’ with guests to get ‘em to crank up the wattage. The challenge you have, John, is that low energy brings us down. Effective leaders not only exude energy but also have the ability to transfer it to others. Get some rest. Do some exercises or whatever it takes to get your adrenaline going before ‘show time,’ whether it’s for the TV cameras or a crowd. Psych yourself up to make every appearance count as though your life depends on it. Your political future does depend on it! Show us some excitement. Energize us with your presence. We want to feel your enthusiasm to be talking with us!

“And no more moseying up to the microphones. We’ll work to develop a more commanding presence for you, with you carrying your tall frame with a purpose and posture that suggests, ‘Look at me. I’m in control of the situation.’ Each time you enter a room or approach a lectern, you want to project a definite, purposeful demeanor.

“And remember that halfhearted gestures appear wishy-washy. Tune in on Sunday to watch those TV evangelists. Wow! They really know how to put their hands in motion, don’t they? Our goal is a more moderate version. And we’ve also crafted a personal slogan to help you remember what we’re working on here: Make a commitment. Be definite. And enjoy it!

“Soon, we’re going to videotape you several times while you practice your walk and gestures until they feel natural. You’ll feel a little uncomfortable at first, but when you see the difference it makes, you’ll embrace it. Powerful body language projects confidence.

“Now, let’s work on your voice quality. You’ll notice a difference in your voice once you start using your gestures effectively. You’ll begin to hear inflections and sound more natural. Our goal is to add some variety! Vary the pacing, the pitch and the power to sound more interesting. Consider a conversational, non-stilted tone.

“Here’s an exercise that will help you: Get out footage of your media interviews and speeches, and listen to your voice without watching yourself. It’s an ear opener to learn what others hear when you talk.

“Next, reverse that process, and watch your TV appearances and speeches without the sound. Can you tell whether you’re talking about good, bad or sad news? The goal is to match your voice, your gestures, your demeanor and your body language to your messages. This skill translates into believability and credibility.

“You’ve got a warm smile, John. We just don’t get to see it often enough. Smiling enhances your approachability. We suggest you look for opportunities to flash those pearly whites. It helps people get to know you when they see the other aspects of your personality.

“And part of projecting leadership presence, John, is your appearance. Fellow Democrat Howard Dean took the casual approach when he flung off his suit jacket and rolled up his sleeves. This visual image translates as Joe Average, and it suited him. But somehow, you don’t look as comfortable. Maybe it’s time to create a new image, with a hipper, more colorful direction.

“Back to Bob Dole: It was reported that his ‘people’ tried this approach, but he declined. In certain situations, we want our president to act and look, well, presidential. You have a definite advantage here. Perfectly tailored suits were made for your long, lean physique.

“Next, let’s talk about your messages. People are confused. Your critics say you waffle, flip-flop and talk out of both sides of your mouth. They grow tired of the negatives. You and your team have now begun adopting a more positive direction. Capitalizing on your accomplishments and strengths is an effective approach to help people learn more about you. Your supporters say you’re smart but too professorial. Your messages need clarity. And we can improve your delivery. Let’s start by putting some meaning into the messages. Believe it yourself before you say it.

“Did you know that some people perceive you as aloof? The downward tilt of your head and eyes suggest shyness, which an be interpreted as not warm or caring. Research tells us that 70 percent of the population is shy. You wouldn’t be the first leader who is more of an introvert than an extrovert but who changed his or her M.O. to match the job description. If you think this has merit, we have some exercises we can do the next time we’re together.

“November is approaching faster than it seems. Some people theorize that you’re holding back, waiting to see what happens with the Iraqi war and President Bush’s popularity. But we need to rev up your heart and mind with passion now! It’s difficult, if not impossible, to get people passionate about you or your message until we feel it from you.

“If what we’ve covered sounds like too much work or unnatural, just think Clinton-Dole and Bush-Gore. Helping people connect emotionally to their messages, to others and to themselves is our specialty. That’s our next session.”

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