THE RULES OF ENGAGEMENT
If you’re boring your audience to tears, take a leaf out of President Obama’s book. Donal Cronin examines effective speech-making and looks at the simple rules governing compelling communication.
NOT SINCE John F Kennedy was president has there been so much interest in the art of speech-making. JFK possessed an ability to command respect, and displayed the power of words to move, to inspire and to unite people. President Barack Obama is being placed in the same league. Prior to the inauguration, there was endless speculation about Obama’s inaugural address; fears that it wouldn’t live up to the hype.
Well, there’s no longer any doubt: Obama’s inaugural address rose to the history and the grandeur of the occasion, capturing perfectly the mood of the moment – people’s need for hope and direction at a time of great crisis. In homes and offices around the world, people stopped and LISTENED. And that’s surely one of President Barack Obama’s major achievements at a time when the words of public figures are so full of soundbites.
During the presidential election campaign, some people tried to suggest that Obama’s way with words was merely some conjuring trick, and that people ought to be wary of being taken in by something so superficial as eloquence. During a recent BBC interview, the idea that President Obama’s skill was “just words” was put to Theodore Sorensen, speechwriter to President John F Kennedy.
“Don’t draw such a sharp line between speechmaking and governing”, Sorensen shot back. “Presidents govern through speechmaking. ‘Just words’ – that’s how Kennedy galvanised the country behind his change in the way we treated our black citizens. ‘Just words’ was the way that Kennedy mobilised world opinion behind his approach to the Cuban Missile Crisis that finally persuaded Khrushchev to withdraw his missiles without the United States firing a shot”.
“Just words” have great power, particularly when delivered with the passion and eloquence of an orator such as Barack Obama. But even the greatest speakers and the greatest speeches apply some simple rules of effective communication – rules that can be applied by any senior executive, in the boardroom or at the next conference presentation.
RULE NUMBER ONE:
When You’re On, You’re On
When it’s your turn to talk, talk. Get started. Say something interesting. Immediately. Without preamble. Let me give you an example of what ISN’T interesting: “Thank you for the opportunity to talk to you today, and before I start, I would like to thank all of the following…(insert list of your own choosing). In my talk today, I would like to address the following topics… (insert list of your own choosing, and for truly spectacular awfulness, why not put up a PowerPoint slide or two, with your list of topics in bullet points).”
As soon as your audience hears and sees this familiar, awful formulaic approach, they’ll tune out and switch off. Back in November, giving his election victory speech, Barack Obama stood in front of the massive crowd in Grant Park in Chicago and, as soon as he had a moment of quiet, said: “If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer.”
Straight to the point. No preamble. Instantly gripping.