Soon you will be participating in a debate or panel discussion in front of a large audience, which may or may not be broadcast on TV or social media. You are already sweating, but there's no need to worry.

Together, we will go over the content and work up a set of powerful messages. We practise these. We will also make sure you have bridging answers ready in case you get defensive.

These answers will help you get back to your main message quickly.

In my long career as a spokesperson, I've had the privilege of preparing many debates. Together with the participant and often with one or more experts on the subject, we've studied the content and distilled the main message from it.

A chair needs at least three legs to keep it from tipping over, and you need three strong arguments to get your message across. It's an interesting and necessary exercise to back up your message in concrete terms. A debate is also a contest. Moderators or other speakers will try to tear down your message. If you prepare well for these attacks, they're also an opportunity to emphasize your message.

In 1960, more than 80 million viewers watched John F. Kennedy and Richard Nixon, the first presidential candidates to face off at TV. To TV viewers, Kennedy was the clear winner of the debate.

Unlike Nixon, he had put on proper makeup, which made him appear fresh and confident. He had prepared thoroughly for the debate and therefore appeared calmer.

About 60 years ago, debaters learned an important lesson: a picture is worth a thousand words.

Radio listeners, on the other hand, thought both presidential candidates were equally good.