How executives can avoid repeating Biden’s disastrous debate mistakes

President Joe Biden’s disastrous performance at last week’s CNN presidential debate provides a timely reminder to business executives about why and how they can avoid repeating his embarrassing, headline-making blunders when making their own speeches and other presentations.

What is at stake

The ability to communicate convincingly, strategically and effectively is an essential skill that can help ensure the success of business leaders and those seeking to climb the career ladder. Failure to communicate effectively when a crisis breaks out can make it worse or create new crisis situations.

Biden’s performance in last Thursday’s 90-minute debate is an example of how a disastrous scenario turns into a nightmare. It was so bad, in fact, that there are calls and pressure for him to drop out of the race in favor of a younger, more dynamic communicator.

‘A common mistake’

“In my three decades of experience working with hundreds of corporate communications specialists, I’ve noticed a common mistake: providing spokespersons with pages of talking points that are too long and difficult to remember,” said Karen Friedman, a leadership communications expert, via email.

“This appears to be exactly what happened during the debate. Biden seemed overwhelmed by the sheer number of details he was trying to remember, causing him to miss the main points. It’s like filling a small bag too full until it bursts.

“When preparing spokespeople, you have to focus on the headline. What is the key message to convey on each topic? You have to identify two or three crucial points that support that headline. If Biden had been properly prepared with this approach, he could have rebutted Trump quickly and succinctly on each point,” he noted.

Be self-aware

To avoid presentation disasters, “we must first be self-aware and honest about our strengths and capabilities,” Moshe Cohen, a faculty member at Boston University’s Questrom School of Business, said via email.

“Without this awareness, we risk being caught off guard by our own behaviors or reactions on stage. As it can be difficult to see ourselves clearly, we must seek direct and straightforward feedback from other members of our team and decide whether and how to proceed,” he noted.

“As we become aware of our shortcomings, we should be careful to avoid them and instead play to our strengths, perhaps by sticking to shorter, more rehearsed talking points and avoiding off-the-cuff remarks,” Cohen said.

Channel your passion

“My advice to executives is to channel their passion for the topic to engage their audience in an authentic way,” Michael Sorrentino, founder and principal of Sorrentino Media, said via email.

“Half the battle is selling the message. Biden may have hit the nail on the head, but he didn’t do it with passion. People want to hear from someone who cares about what they say. Think of a great salesman: if you come across as exaggerated and passionate about what you’re selling, they’re more likely to listen to you,” he advised.

Remember your body language

“While many know that using nonverbal tools is crucial when speaking, body language is often not thought about when not speaking. For example, when listening to and responding to a question from the audience or moderator or when responding to a counterargument during a debate,” Loren Margolis, executive coach and CEO of TLS Leaders, a leadership development firm, said via email.

“Your facial expressions carry just as much weight as your words. Use them to show seriousness,” she advised. “Make sure you look like you understand any question you’re asked by preparing your facial expressions when you’re not speaking. Practice looking audience members or moderators in the eye,” she recommended.

“Control your facial expression so that it looks like you are really expecting the question, keeping your mouth and facial muscles relaxed. Also pay attention to your body. Avoid clenching your fists on the podium, as this can make you look nervous. If you need to vent your energy, curl your toes. They are hidden inside your shoes and no one will see them,” Margolis concluded.

Prepare

“I prepare about 100 hours for a one-hour speech, with the goal of not only getting it right, but getting to a level of preparation where I can’t mess it up,” said Bill Catlette, a partner at Contented Cow Partners, a leadership and workforce advisory firm.

“Among other things, that preparation includes a full dress rehearsal where I read my remarks out loud, enunciating every syllable exactly as I want it to sound. That presentation is then audio-recorded, and every night for the week before the engagement, I go to sleep listening to the recording. You’d be amazed at what that does,” he advised.