Why The Debate Was A PR Triumph For Trump

My notes from the presidential debate tell quite a story.

Right at the start, as the candidates arrived on the stage I wrote: "Biden not easy on his feet." Then, just a few minutes into the proceedings I wrote: "Biden looks frail and pale; voice is not strong; talks fast but then halting; occasionally seems out of breath; he's very gray." 

So, I suppose the die was cast quite early. But there was still time for Biden to redeem himself, or so it seemed. Yet, as each minute went by and there was no improvement, the situation compounded itself and Biden's plight became grimmer.

Of course, Trump heightened the contrast by appearing robust, quick on his feet and ever ready with the retort. And yes, the muted mics played to Trump's advantage as this feature allowed Biden to stumble along, meandering uninterrupted. 

Those who feared that Biden would egg Trump on and get him to lose his way found that the opposite was true: Trump successfully goaded Biden, irritating Biden and magnifying his bungled performance.

Here's what public relations teaches us: Image drives content. In other words, if the image isn't appealing or enticing or at least presentable and credible, it hardly matters what the message is. If you don't look good saying what you're saying then, what you're saying often winds up having little or no worth because the viewer/listener is distracted. There's a disconnect between the sender of the message and the receiver.

That's a big part of what happened last night.

Back to Trump -- he followed three critical public relations rules:

1) If your opponent/competitor is faltering, don't get in the way. Stand aside and let it happen. Don't mock, don't gloat, don't celebrate it. Just let it happen. Trump restrained himself last night and it worked to his advantage.

2) No matter what question you're asked, use your answer to repeat the two or three points of your core message. For Trump these points were: we've gotta close the border; everyone was better off when I was president and Joe Biden isn't up to the job, he's destroying our country. Trump, who is a consummate salesman, pounded these points home as only he can.

3) Pivot, pivot, pivot. You can take the most dire question or situation and turn it to your advantage if you know how to effectively pivot and that's exactly what Trump did. When he was asked about January 6, Trump used the moment to remind people that on January 6, 2021 inflation was virtually non existent, interest rates were low, there was no war in Israel or Ukraine, we were moving beyond Covid and we were disengaging ourselves from Afghanistan in a planned, methodical manner. Trump not only avoided a trap but he once again painted a vivid contrast that everyone can understand: "you were better off when I was president."

One more note on pivoting: Biden tried to pivot when he was asked about his age and ability to serve but he failed miserably when he pointed out that he was once the youngest serving public servant as US Senator in 1972. Biden simply reminded everyone that he's been at the public trough for 52 long years. And last night the wear and tear of all those years was vividly (and sadly) on display!