by Steve Adubato, PhD
Many readers responded to last week’s column analyzing President Barack Obama’s much talked about inaugural address and the communication lessons it offered for others.
Says Joseph Wardy of Randolph, NJ, “In communications, the profound lies within brevity and simplicity…From the perspective of content, President Obama's speech was extraordinary as its clarity was a result of brevity balanced with organization. It is a great speech for politicians, business executives and college professors to study and emulate.”
Good stuff, Joe. “Brevity and simplicity” are largely the product of tremendous preparation and practice. It just doesn’t happen for most business professionals when they present. The kind of preparation that I am talking about isn’t about gathering reams of data and facts to show your audience how smart you are. Rather, it is about focusing in on a compelling and persuasive message that you feel passionately about. Sounds easy? Try it and you will realize that delivering a powerful three to five minute presentation is a lot harder than droning on for a half hour with no particular point or message.
Joann Kornas, Kenilworth, NJ, had this to say about Obama’s speech; “President Obama's speech made me feel like we are all in this together. He didn't act like he was any less responsible for what is going to happen than we are…It was not about him but about us. I was inspired and even though there might not have been one sentence that will stand out in history, I have faith that he will turn our bad situation around. In short, it was believable!”
Consider this, Joann. Historians often look to pull a particular line or quote from a speech. (FDR’s “The only thing we have to fear is fear itself.”) However, for most business professionals, it isn’t catchy one-liners or memorable terms that your audience will remember. Rather, it is the impression you leave, the feeling they have while listening to you, the sense that you are committed and care deeply about them and their future. Readers of this column shouldn’t be thinking about writing a great speech, but rather about delivering a powerful message that resonates with their audience. Being a great public communicator isn’t about being a great speech writer. That way of thinking only lets professionals off the hook who say, “That’s just not me.” There is no excuse not to be a competent and yes, compelling, communicator regardless of your educational background and mastery of the English language.
Dwayne Trawick from Old Bridge, NJ, “Clarity of message is of great importance. I feel that it was gravely important for Obama to ensure that his message was not muddied or left questions in people's minds causing debates or disputes about what was really being said. I believe that even those who are novices with regards to politics understood his message.”
Interesting point. Too often, professionals communicate on a level that is beyond their audience’s ability to understand or appreciate. They communicate for themselves using language, jargon, acronyms and insider information that exclude many who might otherwise be inspired. The most powerful communication involves conversational, engaging, every day language that your audience cannot only understand, but appreciate and feel on a deeper, more personal level.
As always, thanks for the feedback and rest assured the Star-Ledger’s communication coach will be observing and critiquing our country’s new communicator-in-chief.