As the crowd gathered in Washington on January 20th this year, I wonder how many will have reflected on the significance of the day. A day of remembrance for a man who left his mark on the world with just 4 words. Four words that have been quoted time after time right across the world.

However, if everything had gone according to plan, those four words might never have caught on.

Four Words on a Day to Remember

On the evening of 27th August, 1963, in the lobby of the Willard Hotel in DC, a small group of men were preparing for a speech to be made the following day at the March on Washington for Jobs and Freedom. Given that a large audience was expected, and that it would be televised live by all 3 National Networks, they thought it best to read from a script. This was an opportunity to deliver a powerful message about Freedom and the depth of racism in the United States. It was essential to keep to the intended message, that the words would resonate, not just with those attending, but with the country as a whole.

“Don’t use the lines ‘I have a dream’”, insisted Wyatt Walker, one of the key advisors, “it’s trite, it’s cliché” In any case, he opined, it had been used “too many times”

And so, late into the night, they worked on a script that they felt would be inspirational. Indeed, the final version was certainly well-crafted, containing persuasive rhetoric and imagery, and ample use of anaphoras. It was titled: ‘Normalcy, Never Again’.

It was to be the last speech of the day, given, as it turned out, to an audience of around 250,000 people. One can only imagine how nervous the speaker must have been. Understandably, he kept to his script, speaking with a prophetic voice, suggesting urgency and potential crisis. He paused consistently, emphasing his key points and giving the audience time to think, to digest.

But despite the excellent content, despite the quality of the oration, something was wrong. The message was not getting across.

Mahalia Jackson, a gospel singer, sitting a few rows back, realised that all was not going to plan. With over eleven minutes gone into the speech and nearing the end, she yelled: “tell ‘em about the dream, Martin”.

And sure enough, he put the script to one side and spoke from his heart. For the remaining five minutes, Martin Luther King told the world about his dream. It was a dream he’d told audiences previously in both Chicago and Detroit. It was delivered with passion and conviction and filled with symploces. By the time he finished, Martin Luther King had repeated the phrase ‘I have a dream’ eight times.

Now, sixty two years later, these words are still remembered. Indeed, they are used to describe the whole speech.

Whilst there is much we can admire about this speech, there is one learning point that is as relevant now as it was back then. Whenever giving a presentation – to any audience, in any context – the words must come from the speaker. Not from the script, not from the slide. Being seen to read your points does not build a sense of Trust. And where there’s no Trust, there’s no belief.

Footnote:

Not all us have the oratory skills of Martin Luther King. But sometimes we may be in a similar position: needing to deliver a word perfect presentation to a large audience. In which case, having a script can be extremely beneficial. It is possible to read a script – word for word – and still be conversational, engaging the audience, not appearing to be reading.

It’s a simple technique, easily learned. At Connect, we’ve spent the past 22 years revealing how it’s done. If this should be of interest to anyone reading this, please do get in touch.

Tales from the Media Room
The Reality of Being a Broadcaster

Whilst broadcasting may seem like a glamorous job; the reality is for many broadcasters they are often confronted with challenging OB’s (outside broadcasts) where they are putting their lives at risk.

In this week’s tales from the media, Rebekah James, Connect’s media expert shares some insight into what it’s really like being a broadcaster.

Read: the Reality of Being a Broadcaster

恭喜發財 Kung Hei Fat Choy!

May the Year of the Snake bring you wealth, health, happiness and endless opportunities for growth and achievement! 🐍✨

Warmest regards,

The Connect Family

Four Words on a Day to Remember