Communication Lessons From Kamala Harris' Debate With Donald ...

Republican presidential nominee, former U.S. President Donald Trump and Democratic presidential ... [+] nominee, U.S. Vice President Kamala Harris debate for the first time. (Photo by Win McNamee/Getty Images)

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The first debate Tuesday night between Democratic presidential nominee Kamala Harris and Republican presidential nominee Donald Trump provided several examples and lessons for business leaders about the most effective—and often riskiest—strategies, tactics and techniques for communicating their messages with the public.

Strategy

It’s never a good idea to communicate with the public without first having an effective strategy in mind for getting your message across. That would be like going on a road trip without having a destination and route in mind.

‘A Strategic Triumph’

“From a public relations standpoint, Harris’ performance was a strategic triumph. She communicated a clear, consistent message, using each of Trump’s blunders to reinforce her own strengths—her competence, experience, and grasp of the issues. With sharp alliteration, she branded Trump’s positions as ‘weak and wrong,’ a phrase that stuck in viewers’ minds. She further highlighted his lack of credibility with a biting quip: “Donald Trump was fired by 81 million people,” Lakesha Cole, founder and principal publicist at she PR, observed via email.

‘Defensive Posture’

Trump used a different approach that was not as effective and raised more questions than iwere answered.

“Trump’s defensive posture and repeated errors amplified perceptions of disarray and lack of preparation. Harris successfully flipped his weaknesses to her advantage, underscoring her own credibility and capability to lead. She dominated the narrative and effectively controlled the conversation, leaving Trump scrambling to recover,” Cole commented.

Styles

It’s best to use a style of communication with which you are identified, rather than presenting yourself as someone you’re not. Last night, Harris fell back on her background as a prosecutor.

Prosecutorial

Harris was “engaging in less of a conventional debate, than in using prosecutor techniques to trigger Mr. Trump. Her prodding him on rallies really seemed to push him into increasingly incoherent and hyperbolic answers,” Keith Gaddie, Hoffman Family Chair in the American Ideal and professor at Texas Christian University, pointed out in an email message.

‘Unhinged’

Trump used a style that people associate with him that did not serve him as well in the debate.

His was “the most unhinged, egotistical and narcissistic performance I've seen from a political candidate in 35 years of watching and analyzing politics. Trump, who sometimes has facts in his answers, [was] all over the place in his answers,” Gaddie commented.

US Vice President and Democratic presidential candidate Kamala Harris speaks during a presidential ... [+] debate with former US President and Republican presidential candidate Donald Trump at the National Constitution Center in Philadelphia, Pennsylvania, on September 10, 2024. (Photo by SAUL LOEB / AFP) (Photo by SAUL LOEB/AFP via Getty Images)

AFP via Getty Images Credibility Versus Emotion

Like a baseball pitcher who throws a combination of pitches during a game, it can be effective for communicators to use different ways to get their message across the plate.

Trump and Harris “flowed between credibility, logic and emotion. However, they each seemed to have their tool of choice….Kamala played a lot on adding the support that she has from the community and showcasing those [who] she has spoken to, which adds credibility to her statements. Phrases like, ‘I have spoken to women...’ help to illustrate that she is in touch with the community,” LaQuita Cleare, a business communication expert, pointed out via email.

The former president usually went in a different direction when answering questions from the debate moderators or responding to Harris.

“Trump played off on raw emotions and fear, both of which often fuel our decision making [claims for example], ‘They are eating your pets,’” she summed up.

Pivoting

It is not unusual for politicians to ignore questions that are asked of them and deliver their key messages instead.

“Both candidates demonstrated a communication tactic called 'the pivot.' Instead of answering the questions posed by the moderators, they shifted to their talking points,” Stacy Rosenberg, an associate teaching professor at Heinz College of Information Systems and Public Policy at Carnegie Mellon University, noted in an email interview.

Messaging

When delivering or pitching back to their key messages, successful communicators should keep the messages simple, basic, and easy for audiences to remember.

“Harris’s message was clear: she wants to present herself as the steady, forward-thinking alternative to Trump’s chaotic rhetoric. Her emphasis on a desire for better [times] resonated as an appeal not just to her base but to the many Americans fatigued by political division. Harris avoided being overly combative, opting instead for a more composed delivery, a key strategy to contrast Trump’s unpredictable behavior,” Ekaette Kern, CEO at Tenet Consultancy, a strategic communications firm, commented via email.

Harris’ Republican opponent appeared to have challenges staying on—and delivering—his key messages.

“Trump, by contrast, struggled to maintain focus. His demeanor vacillated between defensive and aggressive, which some saw as a lack of preparation. Trump’s core supporters may have appreciated his attacks, but he missed an opportunity to attract undecided voters by failing to present clear, forward-looking policies,” Kern said.

Soundbites

The ability to boil down messages into a few key words that are easy to remember helps ensure that people—and the media—will focus on what executives think is the most important aspect of a message.

“Kamala Harris excelled at having a clear soundbite. She repeated, ‘let's turn the page’ as a direct call to voters. Planning soundbites is strategic because it enables speakers to highlight their key messages,” Carnegie Mellon’s Rosenberg noted.

Former US President and Republican presidential candidate Donald Trump speaks during a presidential ... [+] debate with US Vice President and Democratic presidential candidate Kamala Harris at the National Constitution Center in Philadelphia, Pennsylvania, on September 10, 2024. (Photo by SAUL LOEB / AFP) (Photo by SAUL LOEB/AFP via Getty Images)

AFP via Getty Images Body Language

One of the most impactful visuals that a communicator can use is their own body—including gestures, posture, and facial expressions —to get their message across.

“Former President Trump’s body language began with him being caught in the curtains. He was resistant to shake Harris’ hand and appeared skeptical of her intentions to greet him. Trump also revealed his disregard of Harris by refusing to look at her when she spoke and when he spoke. He listened to her in preparation of his response but gave eye contact only to the moderators,’ Renee Carr, a political and corporate advisor, said via email.

Body language can often tell more about an executive than anything they say, as was demonstrated at the debate Tuesday night by Harris and Trump

Showing Confidence

“Harris’ body language at the start of the debate revealed her confidence. In her stride and holding out to shake Trump’s hand was not only to show debate etiquette but [also to] convey that she is not intimidated,” Carr concluded.

“Harris expertly used body language to her advantage. Rather than playing to the moderators or the news camera, she locked eyes on Trump when he spoke, responding with head shakes, eye rolls, and sarcastic laughter. These were deliberate gestures of disdain, meant to undermine Trump’s credibility,” Crystal Bui, a communications strategist, observed via email.

Showing Fear

“In contrast, Trump’s lack of eye contact and tendency to look down or offstage highlighted his unease—he couldn't make eye contact with Harris when she was speaking. It showed fear; and in a patriarchal society, fear is weakness. Voters don't want a weak president,” she concluded.