"21st Century political discourse essentially has two modes. One is the staccato construction – full of short, verbless sentences – used by modern political leaders for addressing a mass or televised audience. The other is the obscure technocratic gobbledegook reserved for experts, at which the Prime Minister (among others) excels." - Peter Oborne, Sir Keith Joseph Memorial Lecture, March 2009
Earlier this year Peter Oborne made a passionate appeal for integrity in modern politics. He’s right, but I would also argue that we need a lot more artistry and creativity in politics.
Take speechwriting. Most speechwriting is done by apparatchiks. If someone on the Front Bench was looking for a speechwriter, they would probably look for someone who entirely agreed with the party line. This is neither necessary or desirable. Why not employ someone from a creative writing course or a budding poet?
The skill of speechwriting, like playwriting, is to reach out to everyone in a persuasive way. You have to respect the party line, but the way you deliver it, has to appeal to people who might not have ever considered voting for you. Lots of people complain that the Conservatives are not saying anything: a skilled writer can at least say nothing elegantly.
It’s not all about what you want to say, it’s about how you say it. Or as Dr Frank Luntz puts it, “It’s no what you say, it’s what people hear.” At a deeper level, a speech is like a series of mathematical equations, an experienced speechwriter can tell you whether things add up.
Politicians praise education as the solution of almost all ills. Although when it comes to delivering speeches or leading their organisations, they often bury their intelligence and treat creativity as a threat to their power and prestige.
Michael Gove MP has bemoaned the lack of reference in history lessons to anything that happened before 1979, but how often do British politicians give speeches that use historical analogy, literary quotation or inspirational stories?
Greg Clark MP was recently ‘exposed’ by the Kent Messenger for having spent money on improving his presentation skills. This is a reflection of a very British view that everyone should know their place; self-improvement and buying in expertise is somehow fraudulent.
Inspired by the American example, a few of us got together earlier this year to create the UK Speechwriters’ Guild. We take the view that this craft is more valuable than ever and is accessible to all. Why can’t our politicians, educate, entertain and govern?
It also a chance to bring business writers together with political writers from all parties. For our first conference, we’ve invited Tobias Ellwood MP; Phil Collins, Tony Blair’s former speechwriter; and Professor Max Atkinson, former presentation coach to Paddy Ashdown.
Oborne identified in his lecture that there is another political language available out there, the direct, yet erudite style used by Sir Keith Joseph. Oborne added in his speech: “I would suggest that a rich electoral reward awaits the first mainstream politician who returns to it.”
Why not come along to the UK Speechwriters’ Guild First Annual Conference on Friday 18th September 2009 at the Arts University College, Bournemouth? You don’t have to be a speechwriter. For more details go to the UK Speechwriters' Guild's website or call 01202 551257.
