Coakley was viewed as a horrible candidate by the media, Democratic operatives, and most important, the voters. But what made her a bad candidate? Her ability to speak to voters and to the media were often called into question. Coakley was seen as a wooden and stiff speaker. Worse, she couldn’t seem to find any effective media messages. And to top it all off, she either couldn’t or wouldn’t paint a negative portrait of her opponent.
Successful politicans on all sides of the political spectrum are good about explaining not only what is good about themselves, but what is bad about there opponents. Coakley never learned this, Scott Brown, the new Senator-elect from Mass, did.
The real power in speaking is not just reaching the audience in the room or watching any one show. The strength comes from getting people who heard you to go to work for you at no cost by telling other people what you said.
Take a good look at the text of your next speech. If you don’t have specific calls to action, get out your rewrite pen and get to work.
Motivate your audience to tell other people about your message.
It would be nice if your speech solved a problem of your audience.
When preparing your speech, be sure to pretend you are an audience member for one moment and ask yourself, “How can this message personally benefit me?” Then, come up with a darn good answer.
Few people can convincingly appear to speak selflessly, but when they do, audiences react to it favorably every time.
How To Maintain A Positive Image Throughout A Crisis
If you need a lawyer, try to find a lawyer who understands the importance of winning in the court of public opinion as well as the legal courtroom.
Reporters feed on emotions. If they sense you don’t want to be there, they will sink their teeth into you until you cry.
Try to look calm and pleasant, as if this were any other day.
It is hard to make a negative impression if you stay positive, focused and polite.
Refute incorrect statements in a positive way.
If bad things happened, show some compassion.
Be friendly to reporters even when they lynch you.
Don’t act guilty.
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