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Tony Blair reveals the value of audience focus

by Graham Jones

The recent Labour Party conference in Brighton saw a classic leadership speech from Prime Minister Tony Blair that revealed how focusing on your audience can bring you huge benefits. The speech was made in the aftermath of the terrorist attacks on the United States of America and was Tony Blair's most effective and powerful speech to-date.

Audience centred

Tony Blair's speech was highly targeted and focused on his specific audience - Labour Party supporters. Although he knew the world was watching (it was the first British party conference speech to be broadcast live by CNN) his material was keenly focused on Labour party members. It was crammed full of messages for the mainstream Labour supporters as well as some additional material for the waverers. Not only did the speech rally the 'troops' it helped bring into the fold those who were potential outsiders. The speech did this by being personal, emotional and discuss the very points these waverers wanted discussed - the Euro, for instance. Hence, the speech hit the target precisely. Those people who found the speech too melodramatic were not Tony Blair's audience; those who found it uplifting and moving were clearly the target because they reacted so positively. By all accounts, even his opponents found it uplifting and moving, demonstrating how you can win over hearts and minds with a well crafted speech.

Powerful emotion

One of the ways in which the speech was able to win over so many people was the fact that it was hugely emotive. The speech itself was full of emotion - and here's the secret for all presenters - it was packed with personal pictures. You could actually 'see' Tony Blair in many of the situations he described. This is an essential technique to make your presentations succeed - personal imagery. You can see many examples of this in the speech itself at The Labour Party. Few business presenters use personal imagery - yet this is the most successful and important technique available to you.

Being positive

Another important aspect of Tony Blair's speech was the positive way in which material was delivered. Even with the negative background and the depressing situation, Tony Blair packed a punch with positive delivery. He  was 'sure' about things and 'certain' about what he could do. Words like 'perhaps' and 'maybe' are not in his vocabulary. Far too many business speeches include such potentially negative wording. Take a tip from the Prime Minister and be positive, no matter how negative the situation, and you will convince your audience of your message.

Graham Jones is available to the media for comment

Graham Jones is available for comment and quoting in articles and on broadcasts. He is a regular contributor to a variety of media and can talk to you about any aspect of human communication.

Contact him on:

0118 336 9712