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B²: Is it too late now to say sorry?

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Repeat after us: “I’m sorry.”

Because the first 30 minutes of Sunday night’s debate focused only on the scandalous, it’s obvious that Trump, Clinton, and surrogates should reevaluate their crisis management strategies.

What doesn’t work? Dismissing the accusations, pivoting to another’s bad behavior to take the spotlight off your own, and/or lying. These strategies get you nowhere with undecided voters. With so many words and actions to apologize for between the two candidates, it seems like a lesson in how to say “I’m sorry” is applicable.

Good thing it’s Tuesday, B² day.

Here is this week’s likely media question and the B² (block and bridge) that sets the narrative straight:

Q: “What do you have to say about <insert scandal>?”

B² (if you’re the accused): “I made a mistake and sincerely apologize to the American people. But I assure you I’ve learned from the mistakes in my past and will do everything I can to prove that as president my words and actions will represent all people in this country.”

B² (if you’re speaking on behalf of the accused): “Donald Trump* made a mistake and sincerely apologized to the American people. When he says he’s learned from his mistakes and will do everything he can to prove that he’ll represent all people as president, I believe him.”

*Can be replaced with “Hillary Clinton”

Wherever you take the conversation next, make sure your statement includes an apology. If you made a mistake, admit it. Voters will forgive an indiscretion if you ask forgiveness rather than try to explain it away or cover it up. And if you’re speaking on behalf of someone who made a mistake, refer back to their apology. Just like the accused, you can’t dismiss (or make light of) the charges. It may not seem obvious in 2016, but honesty still counts for something.

B²: He Said, She Said

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A lot of people tuned in to witness Donald Trump and Hillary Clinton strike the careful balance between policy talk and entertainment television. Americans want to know where the candidates stand on the issues, but also demand a meme-able moment…or 7.

Last night delivered. With a one-on-one split screen that just wouldn’t quit, the candidates were on full display. And a non-existent moderator allowed both to trade unassisted monologues and attack each other without limitation.

If you find yourself in a similar situation, in a debate without a moderator to interrupt or apply a timeline, how do you defend yourself?

Good thing it’s Tuesday, B² day.

Here is this week’s likely media question and the B² (block and bridge) that sets the narrative straight:

Q: “<Insert Hillary’s attack on tax returns>.”

B²: “<Dismiss tax return claim and quickly pivot to Clinton Foundation>.”

Wherever you take the conversation next, very quickly discredit the claim and then attack your opponent. When Hillary mentioned Trump’s tax returns, the best response would’ve been to dismiss it and then attack her on the Clinton Foundation. A worthy attack he didn’t take advantage of, which seems to be the theme of the night…on both sides. In a debate, you always want to move from defense to offense. In. Every. Answer.

B²: Do Muslims hate America?

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Say what you will about Marco Rubio’s campaign for the White House or recent debate strategy, but his response to Donald Trump’s fumble on the Muslim question in last week’s GOP debate is a study in EXACTLY what to do.

The exchange looked a lot like this:

Jake Tapper asked Trump if he wanted to clarify a statement he made to Anderson Cooper only the night before: “Islam hates us.”  In true Trump fashion, he recycled a few of his favorite words (like “tremendous”) and stuck by his generalization.

Rubio realized the gaffe and used it to his advantage by first establishing common ground with Trump and then pivoting to his argument that Muslims are people too.

Well done.

This simple formula results in communications gold every time but first involves preparation and practice. Do you know how to tackle these tricky questions and then block and bridge to your talking points? Hint: common ground is your best friend.

Good thing it’s Tuesday, B² day.

Here is this week’s likely media question and the B² (block and bridge) that Rubio used to set the narrative straight:

Q: “Do you think Donald Trump is right? Do Muslims hate America?”

Rubio’s B²: “Let me say, I know that a lot of people find appeal in the things Donald says. The problem is presidents can’t just say anything they want. It has consequences here and around the world… There’s no doubt that radical Islam is a danger in the world. <Insert talking point>.”

Wherever you take the conversation next, remember that Trump can say what he wants and suffer zero consequences. Everyone else has to play by the rules, including you. Rubio’s response to Trump’s generalization is a case study in what to do, no matter the topic – start with common ground and then pivot to your talking points. Common ground softens the blow and makes you seem reasonable. And reasonable is exactly what you want to be to cut through the noise that is this election season.

B²: Rubio’s Talking Points

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On Saturday night, Marco Rubio quickly became a study in what not to do.

In four minutes, Rubio repeated the same answer (almost word-for-word) THREE times. Not only did he make it obvious that the line was prepared and rehearsed, but he played into the narrative that Chris Christie had developed for him of “the memorized 25-second speech.”

True. DMG recommends you prepare talking points for every interview so you can block and bridge to each regardless of the question. But the pivot should always be natural. If you expose the technique, you fail to deliver. It’s a fine line between preparation and canned response. But it’s also possible to walk it. So, what could Rubio have done?

Good thing it’s Tuesday, B² day.

Christie’s attack: “I like Marco Rubio, and he’s a smart person and a good guy, but he simply does not have the experience to be president of the United States and make these decisions…”

Rubio’s B²: “Well, I think the experience is not just what you did, but how it worked out. Under Chris Christie’s governorship of New Jersey, they’ve been downgraded nine times in their credit rating… But I would add this. Let’s dispel with this fiction that Barack Obama doesn’t know what he’s doing…”

Christie’s continued attack: “There it is. There it is. The memorized 25-second speech.”

Rubio: “<address the attack and call out its inaccuracy instead of repeating the Obama talking point>.”

You can B² (block and bridge) an attack ONCE. And only once. If the attack comes back at you a second time, you must respond to it. In politics, the name of the game is authenticity, which can translate to thinking on your feet mid-attack. Continually dodging an attack implies the opposite. If Rubio had followed DMG’s rules, headlines the next day may have told a different story.

B²: Debate Attacks

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People attack when they’re scared.

Enter Donald Trump and his admission during last Thursday night’s GOP debate that the focus on Cruz’s citizenship was a direct result of Cruz “doing a little bit better” in the polls.

While many praised Cruz for defending himself, at least 7 minutes were devoted to a back-and-forth between Trump and Cruz. 7 minutes! It’s understandable that Cruz wanted to set the record straight as he should, but can it be considered a win if talk of his citizenship dominated the headlines the next morning? DMG says no.

Do you know how to craft a message that slaps down ridiculous accusations but then pivots to highlight a way forward?

Good thing it’s Tuesday, B² day.

Here’s this week’s likely media question and the B² (block and bridge) that sets the narrative straight:

Q: “Well, aren’t you just (blank)/aren’t you just trying to do (blank)?”

B²: “That’s not the case. My record speaks for itself. What voters are interested in is <insert talking point>.”

A red herring is meant to distract, so don’t let it. Quickly correct the false premise (“that’s not the case” or “not at all”) and block and bridge to who you are or what policy position you support. It’s understandable that you want to set the record straight…and you should. But be mindful of the headline that will write itself if you spend too much time on defense. Don’t give the audience a reason to conclude, “thou dost protest too much!”

How to Debate Like a Presidential Frontrunner

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In today’s Washington Examiner, DMG President Beverly Hallberg discusses why debates matter, the Trump factor, and how the participants in tonight’s Republican debate on Fox News can be remembered for all the right reasons:

“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-hours 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. Read the full article here.