I just watched the White House Communications Press Secretary frustrate the media again with his fluff answers about Swine Flu. One of the basics of a senior communications representative is the ability to run a press conference, but often these meetings can communicate the wrong messages. When they do, it’s usually because the leader comes in without the answers that people care most about. Another classic mistake is to come in with the desired information but to deliver it in a way that shows no connection whatsoever with the people in the audience.

Fortunately for all of us, there aren’t many press conferences on preventing a global pandemic of influenza. But, Robert Gibbs tried to share what the government is doing to deal with the rapidly developing outbreak of a new strain of swine flu on in front of the White House press corps on Monday.

Here’s what I noted during the briefing and what leaders can learn from their example:

Be prepared to answer 100 different questions and know your policies Do your homework, it makes you look smart. Admit you don’t know an answer and follow-up next time.

Use your eyes to make personal contact and demonstrate you are listening You shouldn’t be looking around or rolling your eyes when someone asks a question.

Be mindful of what you do with your hands Putting your hands up to stop the talking make you look arrogant. Don’t hug yourself, it looks weak. Don’t lean into crowd, it feels too threatening. Drop your lazy hands on the podium, it make you look tired.

Keep smiling and nodding Taking a deep breath, dancing around, wiping your brow, looking at your watch shows you are stressed.

Don’t laugh at a question, unless it’s really a joke Enough said.

Speak to others like a professional Counting the number of times a question was asked means YOU are not communicating well. Don’t chastise the audience for your problem.

Stand up straight Leaning from one foot and the other means you are uncomfortable and means you are weak.

What else did you see in the  Video?