You can learn a lot about communicating successfully by watching the presidential candidates. They’re illustrating how to connect with people as well as how to turn people off; how to send clear messages or how to confuse voters. Here are some lessons the candidates can teach us all:

Don't stonewall—It was unrealistic for Mitt Romney to believe he could avoid making his tax returns public. When he insisted his critics were simply "envious" of his success and claimed his $374,000 speaker earnings last year were "not very much," he further stoked resentment. When he said he’d release the returns in April, he guaranteed even longer legs for the problem. (He backed down on that and released the returns last week.) The lesson here: You can't outrun a burning issue. Resolve it, and the sooner the better.

Don’t go AWOL—Newt Gingrich refused to cancel a planned Greek Islands cruise shortly after his campaign began. This caused a mass exodus of his staff and almost derailed his campaign. The lesson here, particularly for CEOs whose success can create a sense of entitlement, is simple. Stay the course and defer gratification. (Hank Paulson took heat for going bird-watching in Brazil while the NYSE board was discussing Dick Grasso's compensation package. Jimmy Cayne was away at a bridge tournament when Bear Stearns’ hedge funds collapsed in 2007 and in another tournament when the firm was on the verge of bankruptcy in March of 2008. Both paid for these actions with loss of trust.)

Say it, then stop—Romney was telling a New Hampshire audience that health care choice allows people to dismiss their providers and insurance companies. "If you don't like what they do, you can fire them," he said. Fine. But then he added another line, obviously unscripted: "I like being able to fire people who provide services to me." Rather than support his message, it reinforced the charge that he’s a "vulture capitalist." The lesson here: If you're talking about a sensitive issue, don't stray from the script.

Keep noncustomers friendly—Sometimes you can’t make a sale right away, such as when a customer has a contract with a competitor. Your best strategy is to acknowledge the situation and make the customer feel good about you. In his South Carolina primary victory speech, New Gingrich praised Ron Paul’s “sound money” platform, endearing himself to Paul’s loyal following and probably making him the No. 2 choice for some. (Unfortunately, Gingrich didn’t say it then stop. He rambled on, diluting his message.)

Don’t be a frat boy—Early on at Bain Capital, maybe to show another side to his image of uptight correctness, Mitt Romney and his partners posed with dollar bills in their hands and pockets, in their teeth and stuffed into their shirt collars. The photo's an embarrassment in the campaign. There’s an important message here for managers today: Photos and comments on countless numbers of Facebook pages are sending damaging messages about immaturity and irresponsibility to future employers, not to mention possible voters. Though it's hard to get this content removed, it's certainly worth trying. Better yet, avoid adding it to your profile.

Hit the common enemy—Gingrich’s base doesn’t like the media. He’s playing to these feelings by slamming the media when he gets a tough question. This is turning some voters off—but it’s the base he’s after. Want to get closer to your customers, employees, and shareholders? Find someone or something villainous to you and them and pile it on thick.

Don’t be pompous—The Republican candidates often compare themselves to Ronald Reagan. Newt Gingrich has reached higher: He's likened himself to Winston Churchill, the Duke of Wellington, and Charles de Gaulle. Carly Fiorina had her portrait placed between those of HP’s iconic founders at the company’s headquarters. Lloyd Blankfein described his role at Goldman Sachs as “doing God’s work,” and, though it was facetious, it caused serious harm. The lesson here: Don’t take yourself too seriously—even to be funny.

Don’t say anything you don’t want published—Thinking nobody else was listening, Candidate Barack Obama told a 2008 fundraising audience that the voters against him are bitter, clinging to their guns, their religion, and antipathy toward people not like them. The lesson: Especially if you’re in the public eye, don’t say anything stupid.

Do your homework—Mitt Romney should have expected to be called a job-killer and should have prepared better documentation about Bain Capital’s contributions to the economy and employment. In the 2000 election, John McCain was unable to tell an interviewer how many homes he owns. Four years earlier, John Kerry wasn't ready to combat the Swift Boat Veterans, even though they had dogged him in every previous election. You have to be ready to answer tough questions—from employees, customers, the financial community, government regulators, etc. Do “oppo research” on yourself to uncover your vulnerabilities. Think about the idea of a preemptive disclosure because a company’s transgressions are easier to find these days, thanks to searchable emails and aggressive media.

Keep it honest—Newt Gingrich claimed his Twitter following outranked those of his competitors. Trouble is, many of the accounts were shown to be inactive or dummies. Keep it honest or you’ll lose credibility.

Practice makes perfect—Rick Santorum has become the most improved debater among the Republican candidates. Early on he was looking gloomy and showing little energy. Profiting from the criticism, he kept fine-tuning his presentation, showing that with continued practice even the flat-footed and tongue-tied can become star presenters.

Keep your eyes on the candidates. You’ll learn about their positions. And, as a bonus, you'll gain valuable lessons about communicating.