Now that Nomination Day is over, all the radio presenters will be keen to bring the bright boys and girls of each political party to the microphone and the campaign managers will equally be anxious to get their more charismatic elements on the airwaves. So I would like to give some timely advice on communication strategies to politicians and radio presenters alike.

● <B>Radio presenters</B>

Be tough, probe each statement made by the candidate. In some way, you are in the best position to ensure that the public gets the maximum of information. The depth of your questioning will be vital if you wish to achieve the aforementioned objective and help the floating voter in making his/her decision

Do not allow the politicians to monopolize the microphone, remind them that they are there to answer questions in a succinct but explicit way, not to make speeches

Try to allow the maximum time for the listeners to ask questions. Encourage the listeners who are unable to get through on the phone to send their questions by fax or email

Please do ask listeners to be brief with their questions in order to allow the maximum number of questions to be asked. Do not allow bleating listeners to come on air. There is a well-known listener who does the round of the radios to constantly moan about his past problems with the authorities. There is a time and a place for that.

Do not constantly interrupt the politicians in their flow by asking them another question when they have not even answered the first one.

Do not cut the microphone if the guest politicians start to talk at the same time or shout at each other. It will show them in their true light and they will be considered as a liability by their leaders.

●<B>Politicians</B>

Do not make bland and meaningless pledges, do not use clichés, and do not come out with unintelligible sound bites and the usual platitudes. In other words, try to avoid gaffes and howlers. Explain and expand your agenda. Remember that politics should be a battle of ideas

Do not shout : that does not mean that you will get your message through more efficiently. Research has shown that speaking on radio in a normal tone but in a clearly articulated way will make the listeners more receptive

Do not bluff your way through a question : you are bound to be found out. Put your brain in gear before you speak : this will help you to avoid making regrettable statements that will shame you and your party

Do not make vitriolic statements but try to observe the standards of propriety. Talk about issues not personalities : it will help your public image.

Try to rise above the hedging and the humdrum style of politicking. Show directness, conviction and passion .

<B>Claude CANABADY</B>