``It's Not What President Bush Says, It's How He Says It''; Second Debate Gives President a Second Chance.

NEW YORK -- Whether President Bush wins the next round in the presidential debates this Friday may have more to do with how he makes his points than his command of the issues, says a New York City media consultant.

According to Bill Blase, president of StreetSpeak(R), Inc., the media training unit of W.T. Blase & Associates, Inc., it's not what the President actually says that is most likely to make a difference with viewers, but how he says it.

"The issue is one of presence," Blase says, "Does the President project the image of an engaged and confident leader? Does he look like a commander-in-chief? Or does he give the appearance of being ill-prepared, ill-at-ease and nervous?"

Blase says that Democratic challenger Senator John Kerry easily eclipsed President Bush during the first debate because he looked "presidential" while the President, ironically, did not.

"Going into the first debate, Kerry clearly recognized what was at stake as well as the need for looking the part," Blase says. "What we saw was a take-charge Kerry. He stood tall, shoulders squared, and responded to questions in a relaxed and confident, even if at times, very understated manner.

"The President, on the other hand, stood hunched over, grasping the podium as if for support," Blase says. "His blink rate was way up and he was obviously thirsty, both classic signs of nervousness. Worse, his responses were often halting and lackluster in their delivery. Whatever your political persuasion, it would be hard to argue that Bush looked like the leader of the free world."

Although the President's supporters gave him high marks for "staying on message" during the first debate, Blase says that will not be enough going into Friday's debate.

"Staying on message is not enough. The President has to look engaged, purposeful, and relaxed," Blase says. "He needs to raise his energy level, speak more smoothly, and use his hands to punctuate the points he is making.

"Equally important, he has to remember that he's selling himself first and his ideas second. No one ever sold a car to someone by reading a sales brochure to them. We buy ideas the same way we do things - from people we like, from people who project conviction, confidence and energy. Those are the people we follow."

About StreetSpeak(R), Inc.,

Headquartered in New York City, StreetSpeak(R), Inc., is the media and executive presentation training unit of W.T. Blase & Associates, Inc., one of the nation's leading media relations firms. Since its founding five years ago, StreetSpeak(R) has trained hundreds of senior executives and professionals in how to prepare and participate successfully in a broad spectrum of print and broadcast news interviews.