Sometimes you learn more from #failure than #success. (And it’s nice when other people are illustrating the fail!)
In the interests of balancing out the space I devoted to Kamala Harris’ #communications style and substance last week, I started this post to offer a few “what not to do” #tips inspired by the Republican presidential nominee.
( Worth noting: Sarah Neville and I co-authored a piece back in 2016 in which we unpacked Trump's communication effectiveness. It’s linked in the comments below.)
But I’m supplementing those tips with some additional “try this” bits inspired by Kamala Harris’ VP pick, Tim Walz.
TIP 1. Ambition is valuable, but being a team player may open more doors.
Apparently in the run-up to Harris’ decision, Walz explicitly encouraged his new boss NOT to select him if the data didn’t show that he could help her win. By privileging the higher purpose over his own ambitions, he demonstrated the ultimate allyship.
TIP 2. If you want to discredit an opponent, it’s helpful if your attack has some substance.
Trump specializes in what’s known as “ad hominen” invective, where he attacks the person (their race, gender, disability, body, spouse, clothing…) rather than their position or policy.
Both cheap and intellectually dishonest, such attacks may ignite hard partisans who are already drinking your Kool-aid, but they typically don’t sway the undecided, and are more likely to steel the resolve of your target’s existing supporters.
TIP 3. If you want your denigration of another candidate to stick, make your accusation credible.
The resume of Harris’ new running mate gives evidence of a rich list of service: military veteran, geography teacher and football coach, Governor of Minnesota. The man is regularly described as affable, plain spoken and relatable. CNN called him “cuddly.”
One of his most significant achievements has been to pass legislation ensuring that kids in need would be fed breakfast and lunch at school. This is the kind of program that has been proven to support disadvantaged children and allow them to concentrate better in the classroom.
But when the governor was revealed as Kamala Harris’ running mate, Trump roared,
“He’ll unleash HELL ON EARTH” (all caps in the original. Obviously.)
In defending his record, Walz underlined how ridiculous Trump’s hyperbole was by saying:
“What a monster! Kids are eating and having full bellies so they can go learn and women are making their own healthcare decisions.”
TIP 4. Your ability to joke about yourself to deflect others’ insults is a communications super-power.
When people criticize Walz for appearing older than his 60 years, he says it’s because he supervised the school lunchroom for 20 years.
“You do not leave that job with a full head of hair. Trust me.”
It reflects well on an adult man when he dresses professionally but doesn’t take his appearance so seriously that he can’t joke about himself.
Great photo by Michelle Griffith, Minnesota Reformer
We're looking forward to this coversation later this afterno