June 8, 2008

McCain vs. Obama: A Contrast in Presentation Styles

Recently, a freelance speechwriter called me about a post I'd made on his blog. Colin Moorhouse asked if he could publish my comments on his blog and I agreed. We talked about the various styles of the candidates: Obama, Clinton and McCain. After reading his latest post I googled the videos and was struck by the differences in content, delivery style, settings, and TV analysis of the two candidates.

Here are some thoughts from a presentation perspective:

McCain lacked energy in his voice. How to scale up the energy? Expand your vocal range for greater emphasis. Not only will it help to hold audience attention, but also you'll telegraph how you feel about what you are saying. Scaling up the energy will command more attention and project more confidence and charisma.
McCain displayed an awkward, phony smile. His coaches are telling him to smile, but he hasn't figured out how to make a smile sincere. Smiling is a universal expression of warmth and approachability. Be sure to keep your non-verbal behavior in alignment with your message. How to smile sincerely.
McCain is echoing Obama's theme of change, not publishing his own message/theme. There is a common phrase at the Xerox Palo Alto Research Center: “Point of view is worth 80 IQ points.”
McCain demonstrated awkward hand gestures. Broader gestures draw the eye and project dynamism. Develop a vocabulary of gestures. They are both an effective and efficient way to communicate.

In contrast, Obama utilized sustained, driving rhythms. His campaign seemed to take into account the message communicated by setting: a stadium filled with a big, raucous crowd [Obama] vs. a small anemic crowd for McCain. The background: an ugly green board for McCain vs. banners shaken by an enthusiastic cheering crowd for Obama. Candidates' pitches lack punch, experts say…

Obama and McCain - The Art of Speech (comedy)