By Steve Adubato, PhD
Governor Jon Corzine is not the most dynamic communicator around. He has a tendency to read from a prepared text, and as a result, sometimes his words and brain may not be in sync. Sometimes he stumbles or loses his place. I have seen Corzine deliver presentations in a variety of settings including his recent speech with state workers on the Capital steps in which he was shouting to an audience of supportive public employees.
Yet, the public Jon Corzine we saw during the recent budget crisis offers a glimpse into a communicator who was confident and comfortable, persuasive and dramatic. Corzine’s communication style (regardless of your opinion on the sales tax hike) has been praised by many including his detractors. A closer examination of Corzine’s recent public communication is in order.
Q: What was the biggest change in Jon Corzine’s communication style?
A: His passion. When speaking publicly during the budget crisis, Corzine never yelled or screamed. He didn’t bang his fist on the podium to make a point. Yet, doing all three speeches before special sessions of the legislature as well as in every press conference, Corzine came across as someone who deeply believed in what he was saying. When I spoke to Corzine on July 3, he was working on the next morning’s speech—himself. I’m sure he had help from his communications team, but clearly many of the words were his own. Too many executives expect their PR team to develop a speech for them to deliver and then wonder why it comes across in a flat monotone or why they lose their place. When the message is yours it can give a speaker a tremendous sense of confidence and comfort.
Q: But Corzine still read his speeches. Didn’t you say that’s a bad thing?
A: I still don’t like reading from a text, but if you are going to, it’s critical to own the words. Further, as Corzine did, you must have a limited number of words on a single page, and the fonts must be large. Corzine also slowed down his delivery which enabled him to articulate more clearly. He paused consistently. When you do this, and think about the meaning behind every word or phrase, your pronunciation and delivery becomes much clearer, which has a great impact on your audience’s ability to receive your message.
Q: Was there one defining moment during Corzine’s public presentations where he seemed especially confident and persuasive?
A: Yes. On Thursday, July 6, when Corzine delivered his morning speech, he looked directly at everyone in the chamber and those watching on television and said, “Let us resolve to pass a budget that can be agreed upon TODAY. We can do this today.” Corzine dramatically emphasized the word “today,” and a smattering of applause began, then more clapping, as people stood. Apparently Corzine felt the raw emotional nerve he had struck. He then repeated the word “TODAY.” More enthusiastic applause followed. In that moment, Jon Corzine was making a connection on an emotional and visceral level with his audience.
Q: But what about facts or logic? Aren’t they the things that ultimately persuade people?
A: Rarely. But when emotions are high and people are frustrated, leaders must reach an audience’s heart more than its head. To Jon Corzine’s credit, his most recent public communication offered few statistics or facts, but rather was conversational and direct. He communicated clearly the consequences of not acting and created a sense of urgency. Great leaders/communicators persuade people to move in a particular direction. Even if some disagree with elements of your plan, ultimately your audience must believe in you. That’s a lesson all of us can take from Governor Corzine’s most recent communication challenge. Write to me and let me know what you think.