Learn to make a speech, Mr President!

South African President Jacob Zuma, speaks during the opening session inside parliament in Cape Town, South Africa, Thursday, Feb. 12, 2015. Security guards entered South Africa's parliament on Thursday to remove opposition lawmakers who disrupted an annual address by President Jacob Zuma to demand that he answer questions about a spending scandal. (AP Photo/Rodger Bosch, Pool)

South African President Jacob Zuma, speaks during the opening session inside parliament in Cape Town, South Africa, Thursday, Feb. 12, 2015. Security guards entered South Africa's parliament on Thursday to remove opposition lawmakers who disrupted an annual address by President Jacob Zuma to demand that he answer questions about a spending scandal. (AP Photo/Rodger Bosch, Pool)

Published Feb 18, 2015

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Media fundi Tim Knight says President Zuma's State of the Nation Address was appallingly bad.

 

Dear President Zuma,

Judging from your SONA 2015 performance - I mean your speech, not the farcical first act about which others have written with considerable dismay - I have to believe that you don’t have a communications coach. (On the other hand, if you do have a communications coach, he or she should be taken out behind the parliament building and shot.)

So I hope you won’t be offended if I give you some feedback on your speechifying. My qualifications are that I’ve trained thousands of people in hundreds of workshops in a dozen countries on how best to communicate to other people.

I’ll try to be gentle. And where I can, offer solutions to your manifold and manifest problems.

Overall

Even by the low standard of your previous speeches, SONA 2015 was appallingly bad.

It was supposed to be your report to the nation on how we’re doing and what we can expect in the future. Instead, it was a dull-as-dishwater wish list of bureaucratic rubbish.

Mr President, you rely on your undoubted personal charm, charisma, warmth, wit, and intelligence to win people over. One on one, you’re among the most persuasive and attractive political leaders in all the world.

But your natural skills only work when you’re face to face, gripping the flesh, slapping the back.

Not when you’re on TV.

Your problem is that - in spite of your overweening ambition and legendary skill in the blood sport of politics - you’ve never bothered to learn how to make a speech to a TV audience.

As a result, your speeches are among the least effective of any of the world’s political leaders. Even your ancient friend across the border, Robert Mugabe, makes better speeches.

Now some details.

Structure

Good speeches are storytelling and storytelling has an ancient and compelling structure. Context leads to foreshadowing, to dramatic development, to the ever-popular climax, and ends with denouement (a fancy French word for wrap-up.)

Your SONA 2015 speech, however, is nothing more than a dreary and highly questionable series of claimed successes and vague hopes. There’s no effort to structure the elements into any sort of continuity, story, theme, focus or story arc.

It’s not a speech. It’s a laundry list.

Writing

Oh dear. Oh dear. Oh dear.

Is there no-one in all your court who can actually write? Is there no-one who knows something of the beauty and power of words? Is there no-one who understands the simple fact that because a speech is to be spoken, it should be written in spoken - not written - language?

Obviously not. Instead, your SONA 2015 speech shows every sign of being pasted together by dozens of dull, fearful and massively over-optimistic bureaucrats.

For instance, consider this single and far-less-than-stirring answer to your request that we, the people, tell you what we want you to include in your speech:

“In terms of the inputs, our people are concerned about, among other things, crime, roads, access to education, youth internship schemes, water, electricity, and support for small businesses. Contributions requiring feedback are being referred to government departments for action.”

Just imagine what a good writer could have done with the list! Presuming it wasn’t invented by presidency flacks, it’s the voice of the people. Yet you dismiss the people’s concerns with absolutely no detail and the old don’t-worry-it’s-all-been-referred-to-government-departments reaction.

A good writer would have taken each of those citizen-points and made them come alive. A good writer would have turned the list into a genuine report to the people from the president:

“These are the problems you ,the people, have told me you have. I truly understand why you’re worried. And here’s what I’m doing to try to solve your problems.”

My advice for the next SONA - find a writer who can actually write. A writer who respects the language and can express facts, concepts and ideas in simple, vivid, human, everyday, spoken language.

If that happens, sir, you too will be able express facts, concepts and ideas in simple, vivid, human, everyday, spoken language when you stand up there before parliament.

Performance

As a communications coach I have to assume that the first time you ever actually see the script for any of your speeches is when you see the printed pages sitting there on the podium and you do your little chuckle and start trying to read someone’s else’s words.

I can’t think of any other reason for the sheer awfulness of your SONA 2015 performance on-camera.

A good communications coach would have told you that truth. And added that anyway, one person reading aloud to another person (or 53-million other people) is the least effective, least efficient, way of passing on information, one to the other, we humans have ever invented.

Your speech is a disaster. You almost never look at your audience. Instead, you drone inexorably along, head-down, eyes fixed on script, except on the rare occasion when you slip in an aside to your party acolytesand giggle. And the acolytes respond with predictable adoration.

Meantime, your audience drifts away to Isidingo, Spud, or, more likely, soccer. Anywhere-but-the-SONA. You lose us. We, the people whose leader and servant you are. We, the people who look to you to explain your version of our past and, more important, your vision of our future. We the people who, not incidentally will decide the next election.

You seem constantly surprised by the words on the pages in front of you. They’re obviously someone else’s words. Clearly, you don’t own them. instead, you just read them. Very badly at that.

Conclusion

So how do you get to own the words you read? How will you make SONA 2016 come alive?

First understand that when one person is trying to communicate essential information to another, the speaker’s performance - revealed emotion, body language, pacing, pausing, etc - is just as important as any words used.

Country singer Kathy Mattea, sings about it in Come From The Heart.

You’ve got to sing like you don’t need the money,

Love like you’ll never get hurt.

You’ve got to dance like nobody’s watching,

It’s got to come from the heart,

If you want it to work.

Mattea is saying that before you, the performer, can persuade your audience to see, feel, understand and retain the information you’re sending, you have to see, feel, understand and retain that information yourself.

Which is why, before making next year’s SONA speech, you must:

* Find a writer who respects the language and can write so you sound like a human being who actually cares about his people and genuinely wants them to know the state of the nation.

* Take time to rehearse the script, thus processing the information through your own knowledge, memory, experience, emotions and humanity. (I can show you how.)

* Take ownership away from the written script so you, not the script, become the primary source of the information.

* Make the script, the written word, disappear into the thoughts. So your audience hears what you’re saying, sees what you’re talking about, feels its emotional meaning and even, lord help us all, remembers some of what you say.

* Make the information personal, human-to-human, rather than impersonal, distant, abstract and bureaucratic.

* Share the information with a single viewer - using your normal voice when talking to just one other person - instead of droning on at an unseen audience of millions.

The best speakers literally think the script’s thoughts, see the script’s scenes and share in the script’s emotions while delivering the information. As a result - miraculously - so does the audience.

But that only happens when you take ownership of the information for yourself. Only then can you share it with the viewer.

Your job, sir, is to seize the information and make it personal. So there’s something of value, a precious gift, to pass to the viewer. To do that, though, you have to own the information yourself before you can give it away to someone else.

And, most important of all, you have to believe it. Believe that it’s true.

If you can do all this next year you will serve your audience and your cause very well indeed.

Sincerely,

Tim

* Tim Knight is an international media fundi who recently relocated from Canada to South Africa. This article first appeared on the website: thejournalist.org.za.

** The views expressed here are not necessarily those of Independent Media.

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