I was talking with a friend about the state of international speeches the other day and he said that, in his opinion, most international speeches are missing some of the same attributes of those given in the U.S.: quotes, anecdotes, statistics. Those little things that often give a speech life. The speeches for the most part, he said, were workmanlike and without embellishments.
So I went looking for some examples. Almost immediately I ran across one that fit that mold. What surprised me, though, was that it was also a great example of structure and language, a model of how to write a perfectly good problem-solution speech even if you don't use some of the stylistic add-ons so common in the U.S.
The speech is from José Manuel
Durão Barroso, president of the European Commission and was given in Prague on March 2. The European Commission is "the executive brance of the European Union.
The body is responsible for proposing legislation, implementing decisions, upholding the Union's treaties and the general day-to-day running of the Union," according to Wikipedia.org. The speech was given to celebrate and highlight the successes in the five years since the EC membership was englarged.
Barroso begins with what seems a typical "thank you." But five paragraphs later, he's still at it, thanking those in the audience. My initial thought was that he stayed at that part just a bit too long. And then at the last minute, he explains his reasoning.
"I feel it is important today to highlight these facts up-front and clearly," he says. "Particularly as the consequences of the global financial and economic crisis work their way through our societies to devastating effect.
"If we are to continue to realise the full potential of the European Union during these difficult times, a basic condition must be respected: that coherence and solidarity are not pushed to one side. On the contrary, they should be reinforced."
And a thesis is born: the importance of member states to avoid nationalistic measures that will undermine all the good work the EC has accomplished.
This is a nice bit of style. Pump the audience up, congratulate them on their work and then explain why they need to keep it up. But he's not finished. In fact, he's just getting started showing the structural components of a good problem-solution speech.
First, Barroso defines the problem. Then he presents the alternative solutions to the problems. These are straw man descriptions that he can quickly - but effectively - knock down. Then he provides his solution and reinforces it with a nice emotional reminder that the enlargement of the EC coincided with the 20-year anniversary of the fall of the Berlin wall.
So in a sense, this is a workmanlike speech so far. What sets this speech apart is his language, a refreshing mix of evocative wording and sentence variation that helps the audience stay engaged.
After mentioning the amount of money being spent to shore up lagging economies, for example, he says: "These are large sums of money, showing the EU is serious about solidarity. And the Commission will always be on the side of those who want to make solidarity a reality for our citizens."
No one can argue with that.
And later he gives us this nice line: "As businesses fail, and job losses mount, the siren voices of economic nationalism are making themselves heard again, as if we have learned nothing from the 1930s." Followed by a quick one-two punch: "But there is one small problem for those hoping economic nationalism will protect them: it won't."
In all, this speech is a success. Great language. Great sentence variation. Great, classic structure. It may not have quotes and anecdotes and jokes, but at this rate, who cares. It gets the job done.
Fletcher,
Great job as usual analyzing a speech I wouldn't otherwise have come across.
Most of the time I want leaders to tell stories -- at least one -- in the speeches.
And yet some speeches seem better without them. This one by Barroso is one of them. I can't imagine how he would have worked in a story -- "There was a German shopkeeper who..." -- without making it sound hokey.
I'm also tiring of stories cropping up in state of the union addresses. Reagan started it. Every president after him felt obliged to follow his example. By the time Obama told a story in his speech last month, I was ready for it. And I didn't like it.
Maybe there's a certain style of speech -- a very formal, policy-driven speech might be one -- that doesn't call for a story. It certainly doesn't call for a joke.
What do you think?
Posted by: Chris Witt | March 11, 2009 at 02:02 PM