Based on the T.J. Walker video, write a paragraph identifying a lesson coming from Mr. Walker's assessment of President Obama's style that you could reapply as a manager. In your statement include the following: 1. The lesson from President Obama's style that you would reapply in your communication. 2. Explain the reasons for your choice. Erin White What communication lessons can managers take away from the elections? Video: Im Erin White from the Wall Street Journal. Here to talk about that with me is T.J. Walker, who advises executives on effective speaking strategies as head of Media Training Worldwide. Thank you so much for joining me, T.J. T.J. Walker Glad to be here. Erin White So, tell me, what are some of the biggest overall communications lessons that managers can take away from the election? Obama and McCain clearly had different speaking styles. What are some of the biggest things that people can take away in terms of communication from Obamas victory? T.J. Walker Obama did several things right. For starters he had a good positive message. He said, Vote for me and Im going to have an activist government intervene in the economy, intervene in healthcare, and get you out of an unpopular war. He stuck to that message again and again and again. He had a strong positive message. And unfortunately, McCain made a classic blunder. His message was too abstract. He said, Vote for me because Im a reformer. Well, reform what? Its too abstract. He didnt give enough concrete examples. Ronald Reagan, for example, said, Vote for me, Im a reformer but Ill reform by reducing taxes and strengthening defense. So, it was specific and concrete. And unfortunately, McCain left things at the abstract level. Obama also did a great job of saying why you should vote against his opponent. Thats George Bush for another term. And, McCain unfortunately, his negatives against Obama just seemed to bounce around. He was shifting messages...that hurt him. Erin White So, what are the most important, sort of everyday tips that managers can take away from this in terms of what to apply in their daily situations? T.J. Walker Youve got to do 3 things. Youve got to give a clear and compelling message about whats good about your product. If you are a candidate, you got to say why youre the best candidate for this job; youve also got to say whats wrong with the opposition. And finally, you have to have a good defense for the other charges. Again, Obama did a masterful job. When McCain said, My opponents going to raise taxes, Obama didnt sit back and say, Oh no. Im not really going to raise taxes that much. He didnt get defensive. The best defense is always an attack. Instead, every single time he said, I will cut taxes on 95% of the population. And McCain will give a $750,000 tax cut to Wall Street CEOs. He then put McCain on the defensive. That is a picture-perfect way of handling a negative that is thrown your way. McCain, when accused of just continuing the Bush policies, never had a good defense. Erin White What about what not to do? What can managers take from that? T.J. Walker Well, youve got to be able to defend yourself....and you have to be able to react quickly. You cant just bounce around as McCain seemed to do, with a different theme every day. For example, when McCain said, The economy is fundamentally strong, it was only a few hours before the Obama campaign had a snippet of that and ran it in a commercial to show again their message that McCain was out-of-touch and was not responsive to the economy. They used that to put him in to the box of this is George Bush again. Whether you agree or disagree, you have to admit that it was an excellent use of quick strategy, quick use of media, but consistent with themes that he had used for months and months and months. Thats why it was effective. Erin White Yeah. Thank you so much for joining me, T.J. Ive been talking with T.J. Walker of Media Training Worldwide in New York. Im Erin White with the Wall Street Journal.