Arnold Schwarzenegger vs P&O Ferries Boss
You can just imagine the GSCE English question….(My daughter is about to do her exams and we’ve been practicing this sort of thing)
“Compare and contrast these two video messages from March 2022”
In March 2022 – two video speeches go viral on the same day. That’s the only similarity between them…yes, on Friday 18th March 2022, two pieces-to-camera are broadcast by two very different gentlemen for two very different reasons.
In the left corner is the Hollywood actor, an American-Austrian politician who sends an emotional message to Russians and tells Russian President Vladimir Putin to put an end to the war on Ukraine.
Ok, big-name drop – I met Arnie at the Empire Film Awards in London when he was promoting his film Eraser in 1996. (More on that later)
In the right corner, there’s a very clinical message from a bland P&O Ferry HR boss telling 800 crew staff they no longer have a job because they need to employ cheaper agency people. (I’ve never met him! LOL)
As someone who’s obsessed with public speaking (I wrote an award-winning book on it – Goodbye Glossophobia) I can’t resist analysing why Arnie’s speech is so brilliant and why the P&O Boss’s message is so wrong on so many levels, and that’s before we even get into the content.
First of all.
If I put my very simple Triple A - AAA formula to the test, (something I learnt from making people brilliant live on air at the BBC) let’s see what they score on paper.
A- Audience, A- Authentic , A- Awesome. 10 marks for each category!
Audience Score
When I coach clients and help them deliver a difficult message or a speech we always start with the audience. At the BBC we’d choose stories to run on the basis that the “audience needed to know”.
When I was in the BBC Entertainment department (yes, I worked with the Strictly crew) we couldn’t pitch a new show unless we could answer the question “What’s the audience need?”.
In Arnie’s case – The Russians are his audience – he knows them , he respects them, he talks about them – he is laser focussed on his audience. They need to know he’s on their side. He delivers
Arnie – Audience score - 10 out of 10
The P&O Boss has no regard for his audience. He doesn’t care about how they might feel, he doesn’t thank them or give them anything they need. What they really don’t need is what the management has decided in the boardroom. It’s got nothing to do with them and completely alienates them.
When my clients ask me ‘What if I have a hostile audience”?
My reply? “They won’t be hostile if you give them what they need.”
What they don’t need is a bland man telling them with zero emotion that they no longer have a job.
There are many ways the message could have been delivered. Not once did the speech writer think – “how will my audience feel, what do they need from me?”
How about a bit of respect, empathy, understanding and HELP?
P&O Boss Audience score - 0 out of 10
Authentic Score
Arnie is an actor – and his speech is probably a team effort. However, I do believe him and his story about meeting the Russian Strongest man in the world! I believe him I when he tells us his father disapproved of his love of Russia and the Russian people.
Arnie Authentic score - 9.5 Out of 10
The P&O Boss. He gets half a mark for being direct, straight down the line and not mincing his words. We’re not talking technique here, he merely delivers a message, no emotion, he’s pretty good at reading the script, he doesn’t um or errr. He just carries on telling the audience the raw truth about what their future holds.
P&O Boss Authentic score – 0.5 out of 10
Awesome Score
Awesome – style, technique, pace, presence & impact!
OMG – Arnie wins on every level here. His voice is clear and theatrical. He looks at the lens, he’s very good at ‘smeyzing’ (he smiles with his eyes). He’s relaxed, he’s emotional without losing it, he’s confident, charismatic and oozes personality and character.
Yes, I met Arnie once at the Empire Film awards in London in 1996 when I started out as a reporter. I remember thinking “wow he’s smaller than I thought”.
He was wearing a casual linen jacket, not a black leather army number, so he came across as normal and ‘soft’ not a hard-man!
He was very warm, generous, and fatherly in his manner – I felt honoured to be in his presence. He held the attention of the people around him. What a pro! What a man. Yes, I am a fan. He won me over.
Arnie Awesome Score 10 out of 10
The P&O Boss. Oh dear. A car crash; His background is bland & clinical (a white wall), the camera wobbles, the lighting is …well…dark. He has NO energy, very little charisma. He doesn’t tell any stories, he has no warmth, no connection with the audience At ALL.
It’s a total disaster and then…. he tells the audience their whole life is ruined - they’ve lost their jobs. Arrhhh. It’s bad.
P&O Boss Awesome score 0 out of 10.
The verdict
Arnie 29.5 out of 30 (9.83 out of 10) P&O Boss 0.5 out of 10 (0.16 out of 10)
Tips for you to takeaway.
Remember, next time you are delivering a difficult message – think about what your audience NEEDS. Step into their shoes, be generous, show respect and serve them before you serve yourself.
You may not have good news, but you will have their ears! And you are more likely to have your dignity!
If you’d like help delivering a speech – particularly if it’s via a camera or in a hybrid environment, I can help! Drop me a line.