How Sarah Palin Should Prepare... and How You Should, Too

2:52 PM Tuesday September 30, 2008
by Nick Morgan

Tags:Communication, Politics, Presentations

morgan_100.jpg

The anticipated audience for the Vice Presidential debate threatens to exceed that of the first Presidential debate, and it's not necessarily because of the issues on the table. No, the crowd for this show is more akin to people who watch NASCAR races in hopes of a crash.

One thing is clear: it's make or break for Sarah Palin's political career. But leaders of all types--political or no--routinely face challenging and public tests of their leadership and, specifically, their communication skills. If you're facing a similar situation, where a presentation will have a lasting effect on your career, here are some well-tested tactics to employ. Successful implementation of these techniques can help turn the heat of the spotlight into a warm glow.

First, remember that every speech is two conversations - the verbal (the content) and the non-verbal (the body language). If the two are aligned, you can be effective. If the two are not aligned, the audience believes the non-verbal every time.

The most important implication of this fact is that you must rehearse. If you don't, your body language will tell the audience - no matter how good you think you are - that you are doing this for the first time. While that's charming in 3-year-olds' dance performances, it doesn't cut it when you're expected to look like you know what you're doing. We are all unconscious experts in reading body language, and we'll pick up instantly if you're an amateur at this particular game.

Second, rehearse under conditions as close to reality as possible. If you can get into the hall, rehearse there. If not, approximate it. The reason is that surprises at the event itself will throw you, and more than 3 surprises will flummox you. And that will show up in your body language. If the lights are brighter, or the sound is more echo-y, or the stage is bigger than you anticipated, that takes mental energy to deal with - mental energy that you won't be putting into a sparkling performance.

Third, to further ensure that your two conversations are aligned, make certain that you are comfortable with and passionate about your content. If it doesn't ring true to you, you won't be able to make it ring true to for you audience. Once again, your body will betray your ambivalence.

Confidence comes from having a great speech - for you - knowing it cold, and rehearsing it thoroughly. Don't ever think, I'll just wing it. The people who wing it are never as good as they think they are.

It's also important to engage in positive self-talk. If that sounds too 'new age', get over it. You will be engaging in negative self-talk, also known as worrying. It will seep into your unconscious and give your body language a fine patina of fear, uncertainty, and doubt. You must combat that unconscious self-betrayal by telling yourself, constantly, I'm going to be fine; I know the material well; I'm excited to have this chance; and so on.

Olympic-level athletes understand that the need for mental conditioning is just as important as the need for physical conditioning. It's the same for speakers in high-stakes situations. Adrenaline will be coursing through your system. You need to be ready for it.

Just before the speech, there are three things you can do to improve your performance.

  • First, breathe. Deep breathing from your belly or diaphragm. If you don't know how to breathe from your belly, take a yoga or a singing class. A good teacher from either of those worlds can show you how to breathe diaphragmatically,
  • Second, focus on your emotional connection to the material you're about to deliver. A speech is both an emotional and an intellectual journey the speaker takes the audience on, so feel that emotion, strongly and clearly, before you start. You know what that is, right?
  • Third, get the opening line in your head, stand up straight, smile, and go for it. As they say in the acting world, break a leg.
Nick Morgan is one of America's top communications theorists and coaches. His new book on authentic communications, Trust Me: Four Steps to Authenticity and Charisma, is due out in December 2008.

Also of Interest: Sarah Palin, Working Mother

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Comments

This was very useful and well written. I am going to share with my staff so we can all kick it up a notch in our own work.
Thanks

- Posted by Regina 
October 1, 2008 2:28 PM

This is great stuff! Thanks! I shall look for your forthcoming book. Now, on Palin, well, we can tell she's not meeting the second condition, judging from this picture:

http://embeds.files.wordpress.com/2008/09/a.jpeg

That does not look very much like the environment where the debate will take place, now, does it?

- Posted by Jose 
October 2, 2008 10:42 AM

This is excellent advice for delivering a speech or a sermon. However, for a debate, it's hard to rehearse and memorize one's exact responses, because one doesn't know in advance the exact questions that will be asked. That puts a tremendous burden on a debate participant who has not spent a lot of his time thinking about, internalizing, and discussing the issues that are likely to be the subjects of the questions.

- Posted by Frank Johnson 
October 2, 2008 10:43 AM

Uhh, great advice...for giving a speech. This is not a speech. There is little you can rehearse for a tricky moderator or a sharp opponent. Palin can breathe as deeply as she wants, and she can psych herself up 72 hours before it even starts, but if she doesn't have the goods, then what what good is confidence?

- Posted by Mark 
October 2, 2008 11:11 AM

I respectfully disagree, Mark. Morgan's advice applies equally well to debates. There are several aspects of a debate that can be rehearsed, such as possible poises, answers to possible questions, and remarks on the possible debate topics (which we all know in advance). Of course, I agree that she doesn't have the goods, or so it seems, at least judging from some of her infamous previous interviews. If she's aware of that, then she's going to have to somehow deceive herself into believing otherwise (the only way she'll be able to be "comfortable and passionate about [her] content," self-confident, and able to talk to herself positively). But I don't think Morgan's advices are meant for those who don't have the goods. Having the goods would seem to be indispensable for following the advices.

- Posted by Jose 
October 2, 2008 11:57 AM

Oh!That is a good idea, just concerntrating on the content and speed of respones is not enough, so the voice and bodylanguages also play an important role in an interesting conversation.Thanks.

- Posted by Huyen Trang 
October 2, 2008 1:06 PM

I wonder if this qualifies as a newspaper or magazine Palin may have read to prepare for VP?

- Posted by Steve 
October 2, 2008 1:24 PM

Be memorable. Be clear. Without both, you're neither.

- Posted by Anthony Willett 
October 2, 2008 2:06 PM

I highly recommend Nick Morgan's book "Working the Room". I was a mediocre speaker; however, I often had to deliver business presentations in my work. My presentations were a pain for my audience and me. After seeking and receiving some very painful feedback (e.g., “Your presentations suck”) from one of my very brave employees a couple years back, I got my hands on his book and followed his advice - including, as simple as it sounds, rehearsing the material (multiple times) before the live presentation. Its hard work, but it’s not rocket science. I now get compliments on my presentations and no longer hate doing them - actually, I kind of enjoy them. I don’t know how Sarah will do, but I do know the business world would be a less painful place if everyone who gives presentations would spend a little time with Nick or his book.

- Posted by Jim  
October 2, 2008 2:33 PM

Any time one has to present before an audience one must rehearse if for no other reason to just speak the words. We don't speak like we write. Sometimes the sequence of written words don't sound very good to the ear and can detract from one's message.

- Posted by John McHugh 
October 2, 2008 4:02 PM

Great advice, packed so neatly it couldn't have been better. For debates, I suggest one additional measure. Concentrate on your opponent and his/her content rather than preparing your own responses while listening. One, it gives you opportunity to listen to the other party completely; two, it helps you to formulate most appropriate responses.

- Posted by Asrar 
October 7, 2008 12:08 AM

Cadence and rhythm are also very important. Just because it reads well in your head the verbal rhythm is still a different issue.

- Posted by Jeff L Long 
October 7, 2008 9:43 AM

Segmentation and targeting are key processes for effective communication. Personality types and demographics drive empathy. There is constant danger of appealing to a niche which mirrors one's own preferences, whilst simultaneously alienating other significant segments. Mahatma Gandhi, Dr. Martin Luther King, John Kennedy and now Obama have succeeded in creating new clusters that have broad appeal on sensitive national and social issues. However, it is safer to do the math of an electorate, and to then take a consistent and unambiguous communication platform. Behavioral psychology is the key branch of study on which communication strategies should be forged.

- Posted by Dr Satyabroto Banerji 
November 27, 2008 6:10 AM

I found the idea that "every speech is two conversations" very appealing. I have noticed that speakers who try to "carry on a conversation" with the audience fare better than speakers who assume that they are the only authority on the topic. This perhaps has something to do with humility in a speaker and the ability to acknowledge that the audience is composed of individuals who are capable of independent thought. They may be experts in their own fields, or indeed in the speaker's own field. Carrying on a conversation also has much to do with body language, eye contact and using all this to make a connection with each individual member of the audience.

- Posted by Upulka Samarakoon 
November 28, 2008 5:34 AM

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