The Art of the Speech

It’s not very often in a national campaign that the “art of the speech” becomes a topic that’s debated with such vigor as in this year’s presidential campaign.

The conversation began soon after Sen. Barack Obama (D-Ill.) became a national sensation for his rousing speeches that draw hordes of supporters and — whether you agree with his ideas or not — are stirring to the core.

Sen. Hillary Rodham Clinton (D-N.Y.), much like her husband, also has her moments of inspiration. Albeit in a different way than Obama, Clinton is a moving and persuasive orator. Both senators have enlisted great speechwriters. Obama’s use of Kennedy speechwriter Ted Sorenson has drawn many headlines recently.

But Obama and Clinton are the exceptions: They’re moving and at times humorous, witty and sharp. Visit Washington on any given day, however, and most political speeches are duds. Many Washington leaders try to be witty, but their delivery is often listless and long.

Of course, politicians who love the spotlight must try to be both moving and funny, even when neither attribute is inherent to their nature.

Many politicians just tank when they take to the stage. Some have the audience groaning for the end. Others, like former South Dakota Sen. Tom Daschle (D) — he nailed a great speech recently at Judy Woodruff’s Spina Bifida event — have a sophisticated, cynical audience roaring, clapping and thinking they’re the most talented speaker ever.

Even former D.C. Mayor Anthony Williams, who was panned for his early speeches, now delivers a very good speech. He shuns talking points and notes, and speaks from the heart. Erik Linden, Williams’s former speechwriter, once told me that he’d tell Williams the key to a great speech: “Be brief, be bright, and be gone.”

I recently asked Rep. Tom Davis (R-Va.) why some political leaders are stars and some are duds. “Many are too cheap to hire good writers!” he told me. This presidential campaign has taught us that while some skills are inherent, the use of a great speechwriter is key to success.

My advice to all amateur orators ready to hit the lectern circuit: Pay up!