The art of oratory is an old-fashioned way of describing the skill of mastering an argument and delivering it to move an audience. And there was something old-fashioned and somewhat extraordinary about a Tory conference speech from someone I had previously never heard of.
Somehow I had missed the story about the richest MP trying to claim 49p for a pint of milk, which seems to be the only previous time Geoffrey Cox made news headlines. After his speech, The Spectator dubbed him the most important politician you’ve never heard of, and the Mirror called him the ‘Tory Gandalf ‘.
The recently appointed Attorney General, Geoffrey Cox spoke for a little over 11 minutes, as the ‘warm-up’ act for the Prime Minister. He spoke without notes in a barnstorming performance that was entertaining and uplifting. It was a call to arms for an embattled Prime Minister.
As ever, I am not commenting on the politics of what Geoffrey Cox says, but feel compelled to call out the fact that he said it really well. Those of us who aspire to be really good communicators can learn a lot from watching someone who really can deliver a speech.
Here is the speech:
This is what I see in this speech.
- Within seconds of arriving on stage, the speaker connects with his audience, with a self-effacing comment. You feel he is really talking to the people in the audience, not broadcasting.
- Because he speaks without notes he is able to stand beside the podium not behind it. One of my colleagues, Eric Dixon, always advocates this as a way to give you a better connection with an audience.
- He is incredibly relaxed on stage. He could be standing in his living room, not in a conference hall of hundreds with a TV audience of potentially millions.
A Big, Big Voice
- He has an amazingly deep and loud voice. Our voices are produced by a muscle and the more you use it, the stronger it gets. Professional teachers nearly always have loud voices, I have a very loud voice, and my camera operators are always having to adjust for it. Geoffrey Cox has spent his life in courtrooms and has a big, big voice. He has also learnt (I assume learnt) to make it melodic.
- He speaks without notes – immensely impressive.
- He quickly gets into personal and story-telling mode.
- He pauses as much as he speaks – he speaks slowly and gives himself lots of thinking time.
- He articulates every word – even long difficult phrases.
A Wide Range of Tone
- He uses light and shade. Sometimes he goes quiet, sometimes he booms, sometimes he relaxes and then he is declaiming. He uses a wide range of tones in a very short speech.
- He is not afraid of overacting or overemphasising. There are many extremely dramatic gestures. For example, he uses his whole body, bending almost double, to emphasis his point that Britain could no longer put up with the EU because ‘the price is just too high’. It is worth noting that most of his body language is very open and even when he gets a bit ‘nasty’ for example when talking about the Labour party, he softens it with a twinkle in his eye.
I could go on. The speech was not about policy detail and it did what always works – he lifted the Brexit discussion to grand phrases ‘this great democratic mandate’, ‘we need not fear self-government’, we will ‘step out as a free independent and sovereign partner to the others’ and so on. He said a lot of sweeping things that it is difficult to disagree with but do not help with the detail of what to do about the NI border or the Galileo space project. But to be fair that was not his brief. He was asked to galvanise those at the conference to follow their leader for a noble cause. And he did.
Others have called him out as a future Tory leader but I doubt it. If he had wanted the job he would not have chosen to quote Milton. It is too old-fashioned and plays too heavily into the stereotype of a public-school-educated, born-with-a-silver-spoon, out-of-touch-with-ordinary-people Tory stereotype. It seemed to me like he was just having fun.
- Dominic Cummings’ Lockdown Drive : Falling Foul of Fairness - May 26, 2020
- Stay Alert – A Perfectly Good Message - May 18, 2020
- Hostage to fortune: 20 thousand deaths would be ‘a good outcome’ - April 28, 2020
- Presenting online: lipstick and heels - April 2, 2020
- Risk Communications: COVID-19 case study - March 4, 2020
- The PM’s Media Silence: Strategy or Farce? - February 26, 2020
- Emily Maitlis – Airhead: Why all PRs should read it - February 10, 2020
- Greggs On A Roll - January 14, 2020
- Crisis Comms Management – Aussie PM gets it all horribly wrong - January 7, 2020
- Naming – A Misunderstood Art - December 11, 2019