The setting: Case Western Reserve University in Cleveland, Ohio

The moderator: Gwen Ifil, PBS' senior correspondent of The NewHour and host of Washington Week

Participating in the debate: Vice President Dick Cheney, the Republican nominee for Vice President, and Senator John Edwards, the Democratic nominee for Vice President.

The format of last night's 90-minute vice-presidential debate was different from last Thursday's Presidential face-off.

Both candidates were seated at a table.

PBS moderator Gwen Ifil asked questions on any topic, foreign or domestic.

Seven Parts to The Vice-Presidential Debate

Part I: Amb. Bremer's Comments on Iraq and the War on Terrorism
Part II: The "Global Test", Threats to Security and Internationalizing Iraq
Part III: Intelligence Reform, Halliburton and Israel
Part IV: Jobs, Poverty and Taxes
Part V: Gay Marriage, Tort Reform and Health Care Costs
Part VI: AIDS, Personal Experience, the Character Question
Part VII: Closing Statements

Bert Decker's "No-Spin" Analysis

Communications expert Bert Decker gave us his "no-spin" analysis from last night's one-and-only Cheney Edwards Vice Presidential Debate:

All three win –- the candidates did well, and Gwen Ifil was superb.

Although the debate dragged at the end, we learned a lot from watching - about the issues, about communications and particularly about the men "a heart beat away."

Both candidates did well, but there was a clear winner if you were an "undecided."

See how communication techniques make a difference ...

John Edwards

* John Edwards was the winner-that is if you were more or less undecided or neutral.

Edwards' goal was to be credible and hold his own, and he more than did that. Cheney's goal was to attack John Kerry even more than John Edwards, and he accomplished that.

And again, as we know from the Presidential debates, if you were for one candidate or the other, you will not have changed your mind.

So they both passed their debate tests, but the advantage is Edwards.

Here's why ...

Expectations

We expected Vice President Dick Cheney to be steady, and somewhat boring, and he was.

We weren't sure what to expect from Senator John Edwards, and we got a lot. He was confident, and we could see him "a heartbeat away" -- he was articulate and more than held his own.

Behavior

Edwards was bright and energetic. Sometimes perhaps a bit overeager -- now and then I got the feel of an enthusiastic puppy dog eager for the next ball to be thrown.

He started out with a couple of Groucho Marx type of eyebrow lifts as he opened, so we might expect more nervous mannerisms, but then no more.

His eye contact was great - he looked at Ifil, or the TV camera, or his opponent, as appropriate, and we could see his eyes. Surprisingly Cheney looked down a lot, and we couldn't see his eyes as much. He lacked some confidence there, particularly towards the last half hour. He didn't talk out of the side of his mouth as he often does, which was good. But he often clasped his hands in front of him, and had low energy in voice, a lot of "ums" and "ahs" (none from Edwards), and was slightly hunched.

The comparison was vivid - Edwards helped make a case for his ultimate run for the Presidency in this his first big outing with very confident, "big-league" behavior.

Pace

Edwards started strong, and ended strong. He had an excellent closing statement. (See "story" below.)

Cheney started strong, but seemed to lose energy. His closing statement was OK, but an echo of what came before.

They were both sitting close together, but surprisingly there were a few sparks, but no fires.

What Will Stick

* Cheney - "If John Kerry can't stand up to Howard Dean, how can he stand up to Al Qaeda?" And on Edwards' Senate attendance "I'm President of the Senate and I only met you for the first time tonight."

Edwards - "I don't think we can stand another four years."

Edwards on the Republicans - "They don't tell the truth." Echoed throughout.

Other Issues

Other Issues -- Cheney was effective at attacking the lack of attendance in the Senate and the voting record of both Kerry and Edwards. He was defensive on Iraq and the economy. Tough to defend, and it showed. Edwards was effective at turning questions back to an attack on Bush-Cheney -- which he should do well since he was a very successful trial attorney. It showed. But edge to Cheney here, as he did very well -- steady and consistent -- in a very tough job of defending [the administration's] record.

Halliburton

* Edwards was effective in bringing up Halliburton, although it wasn't emphasized. It was not a key issue.

Communication Techniques Story

* Edwards was a clear winner in two important areas.

He told a story. To connect personally when you can't move much and are restricted by setting -- use stories. Stories are the stuff of emotion.

Edwards used several very effective story examples (the Valerie Lakeys of the world ...) and his closing "at the kitchen table ..." was effective.

Set 'em up and knock 'em down: A technique more geared to speeches, this Edwards was effective when he ran through a litany of Republican "They said this, and they did that."

There were about five examples, from my memory.

Reaction Shots

* Both were much better than the Presidential candidates, particularly with President Bush's reactions.

In listening while their opponent is speaking, both VP candidates pretty much kept impassive benign looks painted on.

What It Means

* Not a lot.

Edwards increased in credibility, Cheney held his own.

In a VP debate only if there's a real gaffe (see below) will it make a big difference.

What it will do is continue to heighten interest in Friday's 2nd Presidential Debate -- this is a close race.

Stay tuned ...

A little history: On October 13, 1992, after the V.P. debates between retired Vice Admiral James Stockdale (on the ticket with Ross Perot), Democratic Senator Al Gore (on behalf of himself and Bill Clinton) and Vice President Dan Quayle (on behalf of himself and "41", President Bush Sr.), the Perot-Stockdale ticket plummeted 19% points over night.

As a result, Perot and Stockdale were over and out.

About Bert Decker

Leadership Communications expert, Bert Decker has over fifty years experience in coaching, teaching, and communications.

Decker has coached business leaders like Charles Schwab, political leaders like Nancy Pelosi, athletes like Olympians Bonnie Blair and Tom Dolan, and 49ers All-Pro Brent Jones.

He has been the NBC TODAY Show's communications commentator for the Presidential Debates.

Decker is also an author and entrepreneur who has been featured in the New York Times, Business Week and 20/20.

One of his five best selling books include You've Got to Be Believed to Be Heard: Reach the First Brain to Communicate in Business and Life. About this book, Ken Blanchard, author of The Secret: What Great Leaders Know -- And Do said, "Bert Decker makes communicating come alive - a must read."

For further leadership communications skills and no-spin analysis, beginning with the next debate on Friday, October 8th, go to:

The first presidential debate last Thursday drew 62.5 million viewers.

Viewership was up 34% from the 46.6 million people who watched the first debate between George W. Bush and Al Gore in 2000. That debate had competition with an American League baseball divisional playoff game between the New York Yankees and the Oakland A's. NBC chose to air the baseball game rather than debate.

In 2000, 25 million viewers watched the vice-presidential debate.

Last night, there was competition too: The Minnesota Twins vs. New York Yankees in the post-season series opener.

However, five times as many television viewers watched Tuesday's vice presidential debate between Dick Cheney and John Edwards, Nielsen Media Research said.

Last night, hearing Cheney and Edwards speak drew 43.6 million viewers.

The baseball game, broadcast by FOX, had 8.5 million viewers.

For the full text and audio version of the first Vice-Presidential Debate, go to:

For a bio of Vice President Richard S. Cheney, go to: WhiteHouse.gov or GeorgeWBush.com.

Bush and Cheney's Agenda for America outlines...

For Senator John Edwards' bio, go to: JohnKerry.com

To check facts about all four politicians go to the Annenberg Political Fact Check site at:

Not FactCheck.com, as Cheney stated last night.

Friday's Presidential Debate will take place from Washington University in St. Louis. Television coverage begins at 9 pm ET.

The third and final presidential debate will take place on Wednesday, October 13, 9 pm ET, from Arizona State University, Tempe, Arizona.

Here's to healthy, adventuresome, soulful and The Bert Decker Method of clear communications living!

~ Jennifer King