Whether or not Americans will continue to follow the presidential campaign closely as it proceeds over the next 15 months, many seem to be entertained, at least for now — and we have Donald Trump to thank for that.
Love him or hate him, Trump is a big part of the reason why roughly 6 million people are expected to tune in to tonight’s Republican debate on Fox News (a number, the New York Post pointed out, that possibly exceeds the viewership of the final episode of Trump’s other reality show, “Celebrity Apprentice”).
Some observers question the value of candidate debates, especially this early in the race. But history proves that debates matter, just not for the reasons we might expect.
No, it isn’t about the length of airtime (120 minutes tonight for the main debate). It’s about the sound bites that circulate in the 24-hour news cycle and on social media tonight, tomorrow and (potentially) for years to come. Those 10-second clips are why debates, even primary debates, matter.
Here’s what the candidates, including Trump, need to keep in mind if they want to be remembered for the right reasons this debate season.
Eliminate the “Uh-Oh”
Many debates are memorable because someone says or does something shocking. These “uh-oh” moments aren’t typically focused on a policy position, but rather are unforgettable gaffes that steal the headlines.
While he didn’t make the top 10 this time around, who can forget Gov. Rick Perry in 2011 boldly proclaiming, “It’s three agencies of government when I get there that are gone…,” but able to list only two? Even for those who weren’t Perry supporters, the embarrassment was obvious to the point that a couple of his fellow Republicans on stage tried to bail him out by suggesting the Environmental Protection Agency as the forgotten agency.
In the words of Rick Perry: “Oops.”
But someone losing his or her train of thought isn’t the only definition of an “uh-oh” moment. Massachusetts Gov. Michael Dukakis proved in 1988 that mishandling a sensitive question can also harm a campaign. When asked what his position would be on the death penalty if his wife were raped and murdered, the lack of emotion in the Democratic nominee’s response, which also excluded an acknowledgement of the hypothetical, made him seem cold and unaffected.
Years later, when Dukakis was asked about his statement, he said, “I have to tell you, and maybe I’m just still missing it … I didn’t think it was that bad.”
Well, it was that bad. Americans want leaders who are capable of expressing righteous anger. If a candidate says something that seems disconnected from reality, no one will be surprised if the gaffe costs him the election.
Keep Your Cool
With Donald Trump stealing much of the spotlight in the past few weeks, a lot of discussion has revolved around how the other nine candidates will position themselves on stage. With nerves high and tempers short, the ability to keep one’s cool is paramount.
Enter Rick Lazio, who both figuratively (and literally) crossed the line in his 2000 New York senate campaign debate against Hillary Clinton. They were neck and neck in the race until the Republican went rogue and attacked Clinton by demanding she sign a pledge (that he had brought with him), and leaving his podium to do so.
Not only did he seem like a bully, especially in comparison to Clinton’s soft smile and calm tone (which she executed brilliantly), but by approaching Clinton, he broke debate rules. That’s never a good idea. Just ask Al Gore, who ventured away from his podium in a 2000 presidential debate with George W. Bush.
But sadly for Al Gore, this wasn’t his only visible or audible sign of displeasure. In another 2000 presidential debate with George W. Bush, he just couldn’t stop sighing.
Someone who is visibly annoyed or, worse, loses his composure doesn’t seem presidential. And with Donald Trump likely to throw barbs (even though he says he won’t unless attacked first), composure will be key in tonight’s debate.
Seize the Sound Bite
But the candidates can’t focus on just what not to do. It’s still important to be memorable for the right reasons. And every good candidate knows that an outstanding sound bite (with the potential to go viral) wins the debate.
In his 1988 vice presidential debate with Dan Quayle, Texas Sen. Lloyd Bentsen had such a moment. After Quayle compared his level of experience to John F. Kennedy’s when he became president, something Quayle had previously done in stump speeches, Bentsen, in an authoritative but calm tone, responded with, “Senator, you’re no Jack Kennedy,” which became a punch line for decades to come.
Besides calling out opponents or using their words against them, another common way to seize the sound bite is to employ humor.
Who can forget perhaps the most famous line uttered in a debate? Yes, I’m talking about Ronald Reagan’s age comment. In a 1984 debate with Democratic nominee Walter Mondale, Reagan quipped, “I want you to know that also I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent’s youth and inexperience.”
With this humorous line, Reagan turned what was a negative, especially after he bumbled his way through a previous debate (only serving to highlight his age), into a positive.
Even Mondale couldn’t contain his laughter. Years later, Mondale admitted that he knew that comment was the turning point in the campaign.
There have been many more memorable debate moments. There was Ross Perot making fun of his large ears by saying, “I’m all ears,” Mitt Romney trying to show his support of women by saying, “I have binders full of women” and Sarah Palin’s winks.
While candidates must endure months and even years of campaigning to succeed, often times a few seconds in a debate can go viral and end up defining the candidate. And that’s why debates matter.
Beverly Hallberg is president of District Media Group. Thinking of submitting an op-ed to the Washington Examiner? Be sure to read our guidelines on submissions.
