Leaders of nonprofits and socially responsible companies know all about pressure. They need to raise the political, financial and social support that makes their important work possible.  Television interviews can be one of the best ways for leaders to raise awareness and funds for a company or organization. However, television also be an unforgiving medium, especially now that even the smallest mistake can go viral and be seen by millions.

Few people understand this better than presidential candidates, especially during the debates, which are political theater with extremely high stakes. How the candidates perform when standing behind a podium under glaring stage lights, while trying to differentiate themselves from their competitors, can have a big impact. A good night can help a candidate raise her profile and boost her campaign bank account. A bad or even mediocre debate can make even the most promising candidate irrelevant.

Here’s what leaders can learn from the presidential debates that they can use to make their next television appearance a win for their organization or company.

• Don’t come across as mean. Julian Castro was looking for a breakout moment in the third debate, but the one he got may not have been the one he hoped for. He accused former Vice President Joe Biden of not remembering what he said two minutes before, a move that, according to the New York Times, “might come back to bite him.” Never get personal when pointing out the shortcomings of your rivals.
• Keep your message simple. In the third debate the candidates spoke for more than a half hour about healthcare, but according to TIME Magazine, they did a poor job of differentiating one plan from another. Self-definition can also be a problem for nonprofit leaders. You know more about your work than anyone else does, but if you can’t explain it to someone from outside your field, you are going to have a hard time raising support. Prepare for your interview with quick, easy to understand talking points about what your organization does and a few key statistics that show its impact.
• Pick your words carefully. Fair or unfair, the wrong word or phrase can cost you. Former Vice President Joe Biden’s suggestion that low income parents should have their children listen to record players was described by the New Yorker as “awkward at best” and made him seem like he hasn’t kept up with the latest audio technology. Take the time when answering to make sure you are selecting the right words to present your point.
• You are always on camera, even when you are not speaking. Some of the most memorable debate moments happen when a candidate isn’t talking. Sen. Corey Booker got attention for the side-eye he gave Beto O’Rourke when he unexpectedly spoke Spanish in the first debate. Keep focused on the interviewer and look engaged when they are speaking.
• Set yourself up for success. The presidential campaign is grueling, as was evident by the Sen. Bernie Sanders’ hoarse voice during the last debate. Sometimes it’s not what you say but how you say it that gets remembered.