News

Presentation could be key in televised leaders debates

(14 April 2010)

Presentation, rather than message, could be key in the first live TV debate between leaders of the UK's main political parties, a Durham University expert says.

Professor Tim Clark, an expert in public speaking, at Durham Business School, said any slip-ups by Gordon Brown, David Cameron or Nick Clegg, could overshadow the arguments they are trying to put across.

Professor Clark said: "Research shows that presentation is three times more important than message when trying to get your point of view across.

"You can have the best presentation, but not the best message, and still come across well.

"However you can't have the best message with poor presentation because that's what people will focus on."

Professor Clark also believes the audience will have a part to play in influencing the impression television viewers have of the leaders.

Strict rules are in place to prevent the carefully selected audience members applauding, but Professor Clark said this could be hard to monitor and control.

"As this is the first debate the audience members are likely to respect the rules until they get the confidence to respond," he said.

"This response doesn't have to be applause, but could be laughter following a comment made by one of the leaders. Laughter is a very human reaction and is hard for someone to control.

"If audience members give a negative response to one of the leaders, this is likely to have more impact on the viewers at home."

The first televised leaders debate was due to take place on April 15 with two further debates on April 22 and April 29.