Speak to Lead

Persuasive Speaking: Reputation Protection Part 2 - Why Staff & PR Pros Fail to Protect the Speaker

In Part 1 (Do Speakers Need a Reputation Czar?) I pointed out that many high-profile speakers end up looking bad because their personal staff and public relation advisers fail to make sure the speaker is ready for "prime time."

Why is it that even competent, often highly-paid, professionals fail the speaker? Here are six reasons I've observed:

1. Too close to the speaker, the issues, and doing business as usual. Out of touch with the audience. To the auto execs, flying the corporate jets to DC was normal. To members of Congress and the American taxpayer it was wasteful and arrogant.
2. Underestimating the symbolic impact of the speech, and not understanding that symbolism is much more than just the speech text.
3. Being unable to get the speaker to commit the time to rehearse, arrive early, and prepare mentally.
4. Complacent. Operating with an everything-will-be-fine attitude and therefore not aggressively anticipating potential problems and developing contingency plans. 
5. Unable to be blunt in telling the boss or client that something isn't working, especially if what isn't working was the boss or client's idea. 
6. No experience as a director and performer able to recognize all aspects that make a persuasive speech a powerful experience.  

Hence the need for a specialist, a "reputation czar."

In  Part 3 I'll give you a list of "quick fixes" that even an inexperienced staffer can use to protect the speaker's reputation.

Persuasive Speaking: Reputation Protection Part 1 - Do Speakers Need a Reputation Czar?

Recently Pfizer announced a new position--VP, Corporate Reputation and Policy Communication. Its role? Build (translation: repair) Pfizer's reputation. 

That job used to be an automatic part of public relations. Clearly Pfizer management decided reputation needed more emphasis, a reputation czar.

Executives giving high-profile, high-stakes speeches also need a reputation czar, because their staff and public relations counsel are failing them.

Witness 3 recent disasters: 

1. November 19. Detroit's "Big Three" auto execs come to Congress asking for a bailout.  Their messages are weak, but that's really not noticed because the defining moment is admitting that each of the execs flew to DC in his own corporate jet. Who was looking out for the executives' reputations? Apparently not their internal or external communication folks.
2. February 10. Treasury Secretary Timothy Geithner presents the administration's financial sector relief plan. Flawed messaging, uninspiring delivery. Stock market reacts by dropping 5%. Who was looking out for the Secretary's reputation and effectiveness? Apparently no one.
3. February 24. Louisiana Governor Bobby Jindal delivers the Republican response  to President Obama's Address to Congress. His "speech" is an article, not a speech. The staging makes him awkward, ill at ease. Who was watching out for the governor? Not his staff apparently, or anyone else involved in arranging the response.   

Why did otherwise competent individuals fail to protect the speaker? In Part 2, we'll examine 6 reasons speakers don't get the reputation protection they need.    

Media Interviews: Why Canceling Is a Bad Idea - Jon Stewart Rips CNBC Financial Analysts

Were William Congreve writing today, his oft quoted (or misquoted) remark might be, "Hell hath no fury like a TV host scorned."

Remember David Letterman when John McCain canceled? 

Now it's Jon Stewart over the cancellation by CNBC analyst Rick Santelli. Watch Jon shred the reputation of CNBC's financial analysts.

The Daily Show With Jon StewartM - Th 11p / 10c

CNBC Gives Financial Advice

Daily Show Full Episodes
Important Things With Demetri Martin

Political Humor
Joke of the Day

Special thanks to Marivic Valencia of Broadcast Interactive Media for bringing the Stewart piece to my attention.

Voice & Word Power: Paul Harvey - The Curtain Pulled Back

CNN contributing writer Bob Greene describes (Commentary: Paul Harvey, behind the voice) what it was like watching Paul Harvey prepare for and deliver his famous radio broadcasts. Note Harvey's routine and understanding of the importance of both style and words. 

Washington Wimps Go to School; Obamas Stay Home: Sound Bites Have Anniversaries

For good or evil, sound bites, like people and events, have anniversaries. Some are tied to dated event (FDR's "day of infamy" on December 7th). Some are tied to the repetition of an event. (Count on hearing Lloyd Benson's "you're no Jack Kennedy" take down of Dan Quayle during coverage of the 2012 vice-presidential debate.)

And so today Washingtonians were reminded by the local media (and I heard one reference on a national show) to President Obama's statement last month during an ice storm, that Washingtonians were wimps for closing schools. For the sake of accuracy, let me clarify that the president did not actually use the wimp term when pointing out our lack of fortitude. But when asked by a reporter if he was accusing the locals of being wimps, he never specifically denied it, and so it stuck.

It didn't take long for some of my neighbors in northwest DC to point out that although the "first daughters'" exclusive private school was closed, the DC Public Schools were indeed open. Had the Obamas selected Lafayette Elementary School, one of the 3 schools they visited and "considered," their girls would have been in school.

Today history repeated itself. District of Columbia public school students and teachers made their way through the heaviest snowfall of the season (as documented in the photos). Sasha and Malia's exclusive Sidwell Friends School once again was closed. 

Note: I do believe the president and first lady made the correct choice for their daughters. For one thing, although Lafayette is an excellent school and provided a great experience for my 4 kids, it's a block from my house. The morning and afternoon traffic congestion from parents dropping off and picking up their kids is already a mess. Adding the First Daughters' motorcade would be detrimental to the neighborhood's tranquility.