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Barack Obama – The Great Communicator

We can be fairly sure that President Calvin Coolidge never went on a public speaking training course. When he died in 1933, the great American wit Dorothy Parker remarked: 'How could they tell?' He was famed for never using two words if one would do and during his presidency from 1924-29 he became infamous for his talent for doing nothing.
Like George 'Dubya' Bush, Coolidge came to power at a time when - as he said in his inaugural address - the country had achieved 'a state of contentment never before seen'. He had no plans to change anything. And, like George Dubya, he was to communication skills what Genghis Khan was to diplomacy.
Dubya will go down in history as one of the worst communicators on the world stage - a man who could barely string a coherent sentence together. Everything he says sounds like a half-baked slogan where two-syllable words are the maximum he can cope with.
So, three cheers for Barack Obama! At last a truly gifted public speaker has stepped up to the microphone.
I know it is tempting to believe that America is defined by great orators like Abraham Lincoln, Thomas Jefferson and John Kennedy. Sadly, the US is defined more by Walt Disney and Ronald McDonald, a world where easy but meaningless soundbites are seen to cut the mustard. This is a nation where almost half the country's electorate have actually voted for a loquacious but vacuous airhead called Sarah Palin. Style, yes, but no substance.
Great public speakers are born to a certain extent - but they need to train and practise too. Barack Obama has both style and substance in bucket loads. He will certainly need all his communication skills as he sets out to save the planet. His public speaking coach is going to be a little under-employed. But, for the record, here are my public speaking training tips, my Seven Secrets of Successful Personal Presentations for those preparing to face a big audience:

1. Look Good: Analysts claim that audience reaction to what you say is based 58% on appearance, 35% on voice and 7% on content. Obama always looks the business - a dark suit lends authority and a clean, light-coloured shirt throws light on the face. His 'smart casual' is refreshing after Dubya's out-of-work cowpoke style. It is always better to be smart and stylish rather than faddish and laddish. For women, follow Michelle Obama's feminine dress code rather than La Palin's feline style. Clean shoes are important too unless you're moose huntin'.

2. Sound Good: Again, America's president-elect scores well here. Clear diction with variations in pitch and pace to add polish and impact. Dubya? No, let's not go there. If you are worried about your voice, record it and play it back. If it sounds flat and uninteresting, don't worry. You are normal! Practice makes perfect. Remember - audience reaction to your presentation is based around 35% on your voice.

3. Be interesting: Yes, I know what you're thinking. What you say can't be that important if it only accounts for 7% of the impact on your audience. But in business the substance of what you are saying is important. It should be a story with a clear beginning, middle and end. This will help people to remember you. Humour helps too. Be a good storyteller. Did you catch Obama's acceptance speech and the story of the 106-year-old voter? Nice one. Facts tell but stories sell. But if you are using 'facts', make sure those facts are correct. John McCain will always be haunted by 'Joe Plumber'.

4. Be Positive: Nothing is more guaranteed to grind down any listener than being negative. This was a fatal mistake for McCain and Palin - they ran a negative campaign at a time when the American public have enough doom and gloom in their lives. Being positive lifts the human spirit and fills the heart with gladness! Enthuse to your audience.

5. Smile: Sounds simple, but lots of us forget it. It may seem trite to say: 'Smile and the world smiles with you.' But it happens to be true and almost always guarantees a smile in return. It doesn't cost much, but it's worth practising. In fact, Moose Mom scored 10/10 on this one, as did Obama. McCain sometimes looked a bit thin-lipped and Dubya's best effort is a kinda lop-sided grimmace. Smiling really is the USP of the human race. Even other higher primates can't do it - apart from the orang-utan, I believe. Dolphins and porpoises just look rather smiley, but that's another story.

6. Engage and Include: Draw your audience in by ensuring that you spread eye contact and hand gestures around all your listeners. People like to feel included. As a student of the election rally speech I've noticed a variation on this theme creeping in. Enter stage left, open your mouth in feigned delight and point in apparent recognition at a random member of the audience. I am not sure which training manual this comes from but, as the Yanks say, 'it sucks'. It somehow oozes insincerity.

7. Energy, Enthusiasm & Enjoyment: Almost any speech is doomed to failure without The Three E's. Energy is a very powerful tool when selling yourself. This needs to be backed with real enthusiasm. If you're not enthusiastic about yourself or whatever you're talking about, why should anyone else be? Above all, enjoy your speech or presentation. Barack Obama's passion for his beliefs became infectious. And the American public caught it.

© Alexander Macdonald 2008

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