Republican nomination candidate Herman Cain has had a bad fortnight what with detailed sexual harassment allegations from multiple sources and whatnot. Libido management issues aside, his credibility as a candidate was not helped by this performance which you can view by scrolling down a tad from here. It’s actually quite awkward to watch. But not nearly as it would have been for Mr Cain. Our advice based on this? Communications Commandment #3 Know thy Message – both what you want to say and how you want to say it.