Matt Eventoff

Developing and communicating an effective message is not easy. That being said, I have always found three questions to be extremely useful in the identification and development of a message:

1. What am I/are we trying to accomplish?

2. Who cares? (Who is my/our audience?)

3. Why should they/do they care?

Answer those three questions and while you won’t have the complete message, but you will be well on your way to developing an effective message.

What is the biggest danger to any message? ( I would call it “message kryptonite”)

Confusion. If the message you send is confusing, mixed, is contradictory or even worse hypocritical (do as I say not as I do) your message is doomed.

The number one or two issue in Washington this week?  Healthcare reform.

From a message development perspective, “Legislative Washington” is trying to garner support for healthcare reform (What are you trying to accomplish?); every American is the audience (Who cares?); because we want ourselves, our families, our friends and our neighbors to live long, healthy prosperous lives(with the hope that you will weigh in with your elected representative (Why should we care?);

After years of established medical protocol, in one week women have been informed that a) mammogram screening does not have to occur until age 50 b) cervical cancer screenings should occur less often and begin later and c) that pap smears don’t need to begin until age 21.

I can tell you that as a grandson, son, brother, husband and uncle, all of this has led to one thing — confusion, and lots of it.  Where were the major press conferences to fully explain what this meant?  The websites so that any woman, regardless of age or education level, could understand what this meant, and why it happened now?  The simple, concrete, compelling message that anyone and everyone could understand?

At the same time, H1N1 (or swine flu) now shows signs that it may have peaked.  This is good news, and hopefully true, because after every American had been told about the dangers of H1N1, every American was then informed that there wasn’t enough vaccine to go around. Another messaging disaster.

There is a major disconnect in Washington today, and it all boils down to poor message development. Sad.

There is a saying in boxing that holds true for public speaking – “Styles Make Fights.”  Styles also make presentations, speeches and media appearances – every person is unique and every person has a unique style, something that works for them.

This is why I have always felt that the idea that you can become a great orator after reading a book on public speaking is like being prepared to go on the Tour de France after reading a book on bicycling– not really possible.

I have worked with speakers in situations where every “traditional” rule” for media training and public speaking gets thrown out the window because it DOESN’T WORK FOR THEM.  Every person is an individual, with individual strengths and weaknesses.  The key is identifying characteristics and techniques that work for that particular individual – just like snowflakes, no two styles are identical.

This video illustrates a lot of what’s wrong with trying to use the same techniques or claiming that certain “techniques” or “styles” will work for everybody – not to mention to illustrating a lot of what is wrong with commentary on television today – not once was the idea of having any type of message (the key to it all) mentioned.

If you are loud, antagonistic, energized, attacking and use powerful words you are an ideal pundit?

No wonder punditry, and all too often public relations and media training, have been given a bad name – at no point in this video is there any mention of Having Something Meaningful to Say.

Make no mistake, having something meaningful for the audience – a message – is crucial.  With regard to style, when speaking before an audience– either before your Rotary Club or on CBS – one size does not fit all!

“People who are carrying out such heinous crimes, they want to shake our resolve. And I want to address them.

We will not buckle.

We will fight you.

We will fight you because we want stability and peace in Pakistan.

You are on the run, and we know that.

We defeated you in Swat and Malakand. And the brave soldiers and officers of the Pakistan army will defeat you in Waziristan.

You think by attacking innocent people and lives, you will shake our determination?

No, sir, you will not. We will be more determined to fight you and defeat you for our own reasons, because we have a vision for Pakistan, and that vision does not fall in line with what you stand for.”

- Pakistani Foreign Minister Shah Mehmood Qureshi

Earlier this morning, hours after the Pakistani government announced bounties on the top 21 Taliban leaders, dead or alive, a suicide bomber has left at least 30 people dead and 45 wounded.  This comes on the heels of last week’s car bomb which ripped through Preshawar, Pakistan, killing 90 civilians, immediately preceding a visit from Secretary Clinton.

Watch the video above beginning at about the 1:04 mark.  A few words come to mind when watching Qureshi: strength, resolve, power, anger and determination.  That is a lot to convey in a very short speech.  What I really liked:

1. Audience - While he was addressing the terrorists, Qureshi was well aware that his audience for this was global, and he made the most of the opportunity.

2. Pitch, Tone and Inflection – Leadership, resolve and determination with every word.

3. Facial Expression – I don’t have the full clip yet, but even in this shortened version you can see the seriousness in his face

4. Message - Excellent. This was a message that clearly sent a message, to the terrorists and the world. Well done.

Areas for improvement: Too many verbal “tics”, a bit to quick in some spots, too little movement and too much grasping both ends of the podium.

Shah Mehmood Qureshi has been Pakistan’s Foreign Minister for the past year and a half, and it has not been an easy go.  The challenges facing Pakistan are great, as are the internal and external threats the nation faces.  Strong leadership and presence will be essential to seeing Pakistan through this period of time.

That being said, I have had the opportunity to witness Minister Qureshi on a number of occasions and his presence and oratorical skills improve every time.    Stay tuned…