Bush's Conviction Improves His Speaking by Steve Adubato, Ph.D.

President George Bush has been an extremely effective public communicator since the tragic events of September 11. Even his critics acknowledge that fact. Bush has been clear, concise and confident when he has spoken in a variety of settings, including high-risk press conferences loaded with communication mine fields. What is ironic is that up until September 11 the President's public communication skills were considered marginal at best. Like millions of professionals, Bush often came off as nervous, awkward and unsure of himself.

What happened to transform the President into a dynamic and passionate public speaker and what can the rest of us learn from his experience? According to Mary Ellen Gowin, Vice President of Consumer and Corporate Affairs for Wakefern Food Corporation, it comes down to sincerity and conviction; "I believe the President believes what he is saying. He believes he's right, and it shows. There is no confusion about his mission or his message, so when he speaks he speaks with clarity and purpose. President Bush has found himself." Gowen is right. It is a liberating experience to speak more from your heart than from a set of confusing and often contradictory rules about what you should and shouldn't say.

In organizational life, we often speak and write in a fashion that makes our message subject to myriad interpretations. We are driven more by a desire to cover our behinds than saying exactly what we believe or think, which can have consequences. Mary Ellen Gowen adds, "Most of us in our work life aren't clear about our real mission. We are muddy in the way we communicate. We are obsessed with playing it safe. Appeasing. Not offending anybody."

We spend so much time communicating in such vague and less than direct ways that it becomes harder to recognize that we rarely, if ever, communicate effectively. If effective communication is defined as message sent = message received, then George Bush is an awfully effective communicator these days. There has been no confusion about what his message is.

Some say that the President has been coached or trained by the best communication consultants, but he was coached by the same people for years and rarely performed well. All the coaching and training in the world won't help much if the communicator doesn't actually believe deeply in what he or she is saying. (Gary Condit's interview with Connie Chung.)

The biggest lesson professionals can learn from the transformation of George Bush as a communicator is that we must work harder to identify what we believe in deeply. Instead of posturing so much when we speak, we should consider a bit more passion. Most people are drawn to others that speak with passion and conviction. It is inspiring. It demonstrates leadership and people are more inclined to be persuaded. George Bush has proven that you don't have to be a "natural born speaker" to be a great communicator. In the final analysis, it really comes down to simply saying what you mean and meaning what you say. What a novel approach. Write to me with your thoughts on George Bush, the public communicator, since September 11.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.