In Politics, Words Make the Man
Steve Adubato, Ph.D.

Electing a president is about a lot more than politics and policy. In an age of instant, non-stop news coverage and an electronic media obsessed with the public "gaffes" of those who seek to lead the nation, electing a president is largely about presentation, appearance and communication skills.

In fact, last week's front page Star-Ledger story written by Scott Orr entitled, "It's True: White Teeth Can Lead to the White House," examined the smiles of those running for president. Superficial? Maybe, but then again don't we all form impressions and make decisions based in large part on how people present themselves and make us feel about ourselves? This is as true in a presidential campaign as it is in either the corporate boardroom or when hiring a manager at your local ShopRite.

Beyond issues and ideology, many Americans select a president based on the following criteria:

--We want a straight talker. You don't have to be the greatest orator in the world for us to love you. Of course, you have to be competent and coherent, but what is most important is that candidates don't engage in using inside the Beltway Washington-speak that only political and policy junkies can understand.

--We like brevity. Why do candidates' speeches have to go on for so long? Why does the State of the Union last nearly an hour? The only people who can keep our attention for that long are extraordinary public communicators in the Dr. Martin Luther King mode. And since most mere mortals can't do that, just cut it down. We'd rather you give a five or a ten-minute speech that hits the mark as opposed to droning on.

--We like presidential candidates who admit their mistakes quickly. Most people are pretty forgiving, as long as they know you take full responsibility for your actions, are sorry for anyone you have hurt and are committed to doing better. There are only a few really egregious mistakes we won't forgive a candidate for.

--We like candidates who are confident in not just what they say, but how they say it. It's important for those who seek to be president to have body language that is consistent with their words. We don't like our presidents to sweat in public, nor, to nervously fidget when pressed. Again, selecting a president isn't that different from selecting a leader of your team at work.

--Speaking of white teeth, we like candidates who can smile easily as opposed to when their media gurus tell them to. We like presidential candidates who can poke fun of themselves in a speech on a talk show without coming across as a buffoon. Simply put, we like our candidates to be comfortable with themselves.

--We like presidential candidates who can speak off the cuff or from a bullet-point outline as opposed to having to read every speech from a written script or worse, from a teleprompter.

--We want a president with passion and conviction. We need to know that you believe in what you are saying. But, a candidate can communication these things without screaming at the top of his lungs. (A lesson Howard Deal learned a little too late.)

--Finally, we like presidential candidates who are positive and optimistic and communicate a clear vision of where they want to take the country. Conversely, we don't like candidates who constantly bash their opponent as if he is the biggest creep in the world. Comparing yourself to your opponent is one thing, trashing him is another.

Write to me with what you think we are looking for in our next president.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, visit his Web site at www.stand-deliver.com, or e-mail him at sadubato@aol.com.

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