By all objective measures, former Secretary of State Hillary Clinton scored a decisive victory last night in the first presidential debate, the biggest moment yet of the 2016 presidential campaign. Both an instant poll by CNN and a Public Policy Polling survey rated her the overwhelming winner (62 percent vs. 27 percent and 51 percent vs. 40 percent, respectively); a focus group by pollster Frank Luntz gave the win to Hillary Clinton; and even the investor markets indicated a clear victory for the former First Lady, Senator, and Secretary of State.
So, what were three keys to her winning strategy?
- Managing Sky High Expectations – Last night, Hillary Clinton pulled off something that is nearly impossible: she not only met high expectations, she exceeded them. Most observers believed that the debate was Clinton’s to lose, which is a risky position to be in. But in the days before the debate, the Clinton campaign directly took on those expectations, convincingly making the case that Trump should not be graded on a curve. The campaign was helped in this effort by Trump’s campaign manager Kellyanne Conway, who said the day before the debate that Trump is the “Babe Ruth of debating.”
Once she took the debate stage, Clinton performed well – she seemed presidential, and in command of both facts and temperament. She answered difficult questions swiftly and decisively, and took the countless opportunities that Trump gave her to put him on the defensive. All in all, it was an excellent performance from Hillary Clinton across the board.
- Winning the Social Media Game – Debates are no longer just won or lost by how reporters discuss them. Social media has taken on an increasing importance in shaping the debate narrative. According to Syracuse University’s School of Information Studies’ Illuminating 2016 project, Hillary Clinton won the “share of voice” contest on social media last night. This influenced the narrative of the evening, and will likely continue to impact the fallout from the debate.
- Walking the Gender Tightrope – Somewhat lost in all of the hoopla last evening was the fact that Hillary Clinton is the first woman to ever be in a general presidential debate. Fairly or not, Clinton had to manage the many stereotypes that are applied to women in public positions, from her onstage demeanor and her clothing choices to the tone of her voice. From the moment she walked on stage, Clinton looked and sounded presidential and assertive while avoiding most gender traps.
Make sure to tune in to the next debate, which will feature Vice Presidential candidates, Senator Tim Kaine and Governor Mike Pence and moderated by Elaine Quijano of CBSN. It will be held on Tuesday, October 4th at Longwood University in Farmville, Virginia.
Suzanne Morse is a vice president in O’Neill and Associates’ communications division, specializing in media relations, messaging and branding, and strategic advocacy campaigns. Connect with Suzanne Morse on Twitter @sznnmorse or by email at firstname.lastname@example.org.