What it takes to be a credible speaker... and an influential leader
By Aleks Czerwinski

I went to a business networking event where the guest speaker, Michael Kelly from Kelly Speech Communication talked about how politicians use their voice to influence people and gain respect as leaders.

Michael's key thesis was that 'perceived authentic passion sells'. Passion, according to Michael, is the key ingredient for a successful speaker.

I would have to agree. If a company spokesperson, for example, is being interviewed by the media about a new product or service they're offering and they answer questions in a disinterested tone with a dull expression on their face, how does that reflect on the organisation? Not well.

Passion is what drives ideas, inspires the masses and instigates change. It also sells. If you want your consumer/client/neighbour to believe what you're saying, you have to believe it too... or at least look and sound like you do. This applies to a number of situations from one-on-one media interviews to new business pitches to public speeches.

Michael has some tips for becoming an effective speaker and being viewed as a passionate leader:

1. Look towards a well known passionate person for inspiration - whether it be someone you know personally, or a celebrity - and adapt their 'cloak'

2. Use repetition to emphasise an important point eg 'We are reliable because our products are tested by experts. We are reliable because our service technicians are trained on an ongoing basis...'

3. Make every person you talk to feel like what they're saying is the most important thing in the world (Michael says that Bill Clinton has this talent).

Although passion is an essential trait of a good leader and spokesperson, equally important is knowledge, background and experience of the topic you're dealing with. This is particularly important for public relations practitioners to remember when they are training or advising their clients about talking to the media.

Anyone representing a company or a cause needs to know the facts and figures and have interesting anecdotes to back up their claims. Interesting new statistics or research findings make headlines and show that you know what you're talking about.

If you want to be a speaker and a leader that people trust, it is vital that you are confident, passionate and rich in information. Passion sells so if you're not passionate about what you do either attend some acting classes or perhaps reconsider your choice of career!

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December, 2007