Public Relations "No No's" by McCain Last Night

John McCain has one more chance at the last debate next week to get those Undecided voters to see him as the possible 44^th president of the United States, but he blew it – again – in last night’s debate in Nashville, mostly because of PR missteps.

I don’t know who is advising his campaign, but his PR experts should be fired, as The Donald would say.

1. Ditch “My Friends”

First of all, he continues to use the term “My Friends” sprinkled throughout his remarks, annoying even supporters like Bill O’Reilly because of its outdated, condescending tone.

2. Show Respect to your Opponent

He also showed disrespect for Obama by calling him “That one,” opening him up to even more criticism for not looking his opponent in the eye, even once, and then referring to him in such an impersonal, disparaging and dismissive tone. McCain’s advisors should counsel him on body language, encouraging him to make eye contact with Obama as he debates rather than glaring at the audience in frustration or anger about Obama’s responses during the debate.

3. Look Affable

During the debate, he also lost many opportunities to score points with his television-viewing audience by looking annoyed whenever Obama was speaking and the camera panned to McCain.

4. It’s the Economy, Stupid!

If McCain is angry and looks angry, he should have gotten angry about the financial “rescue” plan to echo the audience sentiments and boldly declare that he was going to pursue legal measures to investigate the leaders of these banks and mortgage lending companies. He should have said he would investigate those who got us into this mess and prosecute those responsible, ensuring major fines and possible jail time. He would have hit a homerun with the audience who expressed their frustration about the bailout, and want the government to jumpstart the economy, provide financial assistance to consumers and “get those greedy bums.”

5. Counsel your Spokespersons with new policy

McCain stunned everyone announcing a new policy statement that if elected, he would bailout homeowners by reducing their mortgage payments to be more in line with their value in this market, something that would cost another $300 billion but keep people in their homes. He did this without telling his advisors or spokespersons like Gov. Romney who was interviewed after the debate and knew nothing about it, caught flat-footed.

6. Smooth vs. Uneasy

McCain continues to stress his opponent’s lack of experience as a major reason why people should vote for him, yet his uncomfortable, stumbling and stuttering speaking style made Obama appear more relaxed, poised, confident in front of his audience and more connected to the people.

7. Hang out with the Audience

Finally, McCain left the debate immediately after the event ended with his beautiful wife Cindy in tow, rather than interact with the audience members as Barack and Michelle Obama did. This reinforces the image that McCain is “out of touch” with mainstream, middle class America.

McCain has one more chance to shore up his image and win the hearts and votes of those undecided voters. Let’s see if he can turn it around next week at Hofstra.