Last week in Milwaukee, the GOP held the first Republican primary debate for the 2024 presidential election. Eight candidates took the stage without the party’s front-runner, former President Donald Trump, which gave them an opportunity to make a name for themselves.
Regardless of what political party you identify with, this debate was packed with communication lessons and rhetorical devices anyone can use.
Be Memorable
In all media events, it’s crucial to make an impression. With a stage of eight candidates some faded into the background while others stepped into the spotlight.
Vivek Ramaswamy started the debate as being largely unknown in this race. He ended it by dominating headlines due to his abrasive tone, controversial soundbites, and the attention he got from the other candidates. He proclaimed that climate change is a hoax and was the first to raise his hand to say he’d support Trump if he was convicted. His strategy paid off, netting him invitations to speak on popular political talk shows such as Meet the Press and CNN’s State of the Union.
Alternatively, if you are not memorable, then you are forgotten. Does anyone remember anything Senator Tim Scott said? Also, as the candidate second in the polls behind Trump, Florida Governor Ron DeSantis was expected to come out with a bang and take control of the stage. But he fell flat as former Vice President Mike Pence, Ramaswamy, and former New Jersey Governor Chris Christie all got more speaking time than he. When working with the media it is imperative to deliver clear, direct, and succinct messages. Being quiet and vague was not a winning strategy for DeSantis.
Play to Your Strengths
All the candidates on stage focused on amplifying their personal identity throughout the debate, seeking to establish credibility in their party to make the case for their ability to lead our nation. Christie often referenced his previous policy successes during his time as New Jersey Governor, largely drawing on his expertise as an attorney and his focus on public safety, law and order, and the prosecution of violent criminals. Nikki Haley used her experience as U.S. Ambassador at the United Nations to differentiate her foreign policy positions from that of the less experienced Ramaswamy.
Don’t want to answer the question? Pivot
As PR professionals, we often encourage clients to prepare for tricky lines of questioning and to stick to their speaking points, regardless of the questions that are asked. We saw this tactic come to life on the debate stage. When moderators asked the candidates directly if they believe that human behavior is causing the climate crisis, very few of the candidates directly answered the question.
DeSantis cut off the moderator when she asked the candidates to raise their hands for a yes or no in response to the question, saying “we’re not school children”. He then began to criticize President Biden’s response to the Maui wildfires, removing himself and his policy entirely from the spotlight. Navigating the Stage: PR Insights from the GOP’s 2024 Kickoff
On a lighter note, when asked about the reported surge in UFO sightings and the federal government’s attempts to conceal their findings, Christie scoffed and jokingly responded, “I get the UFO question?” Instead of using some of his final moments on stage to directly speak about UFO’s, Christie pivoted this into an opportunity to speak about his overarching belief that it’s the president’s job to communicate openly and honestly with the American people about all matters.
For many, the debate was the first chance of this election cycle to become a part of the political process. It’s a clear indication that all Americans, regardless of their political affiliation, need to be active in these discussions, listen critically, become informed, and vote.
Header image: Francis Chung/POLITICO
