On Monday, 15 April 2013, two bombs exploded near the finish line of the Boston Marathon at around 2.45 p.m. in Massachusetts, United States, leaving three dead, including eight-year-old Martin Richard, whom it is believed, attended the event to watch his father cross the finish line. According to updated CNN media reports about 180 suffered injuries of varying severity.
In the aftermath of the tragic event, reports of compassion, courage, and sacrifice were given. We heard about exhausted runners heading to hospitals to donate blood, first responders rushing to the scene to save lives, and spectators eager to help in any way they could. As is evident to viewers around the world, Americans tend to be united in grief and compassion following horribly, tragic events such as this one. People wanted answers. The Federal Bureau of Investigation (FBI) was reportedly directed to investigate and release their findings.
According to further reports, President Obama considered the bombings an “act of terrorism” and described them as “heinous” and “cowardly”, summing up what I am certain must have been echoed by millions.
In moments of terror, crises, disasters, and other negative events, it is often very difficult for leaders to convey the right message. They are required to appear authoritative but must tamper the indignation, anger, or disbelief with the message of hope and compassion. The leaders must feel the ‘pulse’ of the nation but should remain sensitive to those who have suffered great losses.
Indeed, their speeches, which would require a strategic interplay of good communications and effective PR, should be issued almost immediately after the crisis breaks. No one wants a leader who appears to fall apart at the seams or one whose message is so ambiguous and unhelpful that it elicits anger rather than reassurance. No easy feat but such a skill has to be learned and honed.
During the week of 15th–21st April, the manhunt for the two suspects, the Tsarnaev brothers, continued with reports being aired over local and international news channels. It culminated in the death of the elder brother, Tamerlan, during a police shootout, the subsequent unprecedented shutdown of Boston, and on the night of Friday, 19 April, the capture and hospitalisation of the younger brother, Dzhokhar – illustrating the efficiency of the FBI and dogged determination of law enforcement agencies.
However, the focus of this post is on President Obama’s first speech, delivered a few hours after the bomb blasts.
Below is the transcript. I’ve highlighted key areas for analysis.
“Good afternoon, everybody. Earlier today, I was briefed by my homeland security team on the events in Boston. We’re continuing to monitor and respond to the situation as it unfolds. And I’ve directed the full resources of the federal government to help state and local authorities protect our people, increase security around the United States as necessary, and investigate what happened.
“The American people will say a prayer for Boston tonight. And Michelle and I send our deepest thoughts and prayers to the families of the victims in the wake of this senseless loss.
“We don’t yet have all the answers. But we do know that multiple people have been wounded, some gravely, in explosions at the Boston Marathon.
“I’ve spoken to FBI Director Mueller and Secretary of Homeland Security Napolitano, and they’re mobilizing the appropriate resources to investigate and to respond.
“I’ve updated leaders of Congress in both parties, and we reaffirmed that on days like this, there are no Republicans or Democrats – we are Americans, united in concern for our fellow citizens.
“I’ve also spoken with Governor Patrick and Mayor Menino, and made it clear that they have every single federal resource necessary to care for the victims and counsel the families. And above all, I made clear to them that all Americans stand with the people of Boston .
“Boston police, firefighters, and first responders as well as the National Guard responded heroically, and continue to do so as we speak. It’s a reminder that so many Americans serve and sacrifice on our behalf every single day, without regard to their own safety, in dangerous and difficult circumstances. And we salute all those who assisted in responding so quickly and professionally to this tragedy.
“We still do not know who did this or why. And people shouldn’t jump to conclusions before we have all the facts. But make no mistake – we will get to the bottom of this. And we will find out who did this; we’ll find out why they did this. Any responsible individuals, any responsible groups will feel the full weight of justice.
“Today is a holiday in Massachusetts – Patriots’ Day. It’s a day that celebrates the free and fiercely independent spirit that this great American city of Boston has reflected from the earliest days of our nation. And it’s a day that draws the world to Boston’s streets in a spirit of friendly competition. Boston is a tough and resilient town. So are its people. I’m supremely confident that Bostonians will pull together, take care of each other, and move forward as one proud city. And as they do, the American people will be with them every single step of the way.
“You should anticipate that as we get more information, our teams will provide you briefings. We’re still in the investigation stage at this point. But I just want to reiterate we will find out who did this and we will hold them accountable.
“Thank you very much.”
Here are four lessons we can all learn from President Obama’s speech:
1) It was brief
Less is indisputably more.
As could be seen in this video provided by TDC, the speech was all of 3.15 minutes. It may have been brief, but it was apt. President Obama understood that people wanted reassurance and needed their fear, pain, or loss to be acknowledged. Indeed, no one appreciates long rambling anecdotes, despite being well-intentioned, or great oratory that tends to glorify the speaker and does not convey the sense of ‘togetherness’.
2) It answered questions despite the absence of key components such as the ‘Why’, ‘Who’, ‘When/How Long, and the ‘How‘
Despite the incomplete information, it was revealed that explosions occurred (the ‘What’), and the affected area was mentioned. The speech gave the assurance that the FBI had been directed to investigate and to respond using whatever resources at its disposal (the ‘Crisis-Mode Plan’).
Although not all six components of an effective Communications Strategy were present (which are crucial for handling multiple pieces of information and for ensuring that details provided are relevant to the circumstances), the speech was able to provide some answers based on the information that was available at that time.
The pieces of the puzzle began to emerge later, such as the time/duration of the bombings: the twin blasts having occurred within 12 seconds of each other (the ‘When/How Long’), as well as details of the ‘How’, which came two days later, revealing that an element of a pressure cooker was used and that ball bearings, nails, etc. were found at the site.
The point being made here is that people want to know factual information as you receive it, not speculations or hypotheses. And do not tarry either in your delivery. I have always emphasised the importance of feedback. This is vital to being perceived as credible and also reassures people of your commitment to providing a solution. Do not wait until you get full disclosure before you make your statement. That simply isn’t fair and would be considered insensitive by all those desperate for information.
3) It contained strong personal pronoun-verb combinations, persuasive phrases, and powerful sentences
Some of these indicated a sense of focussed and reassuring leadership such as:
“I’ve directed”
“I’ve updated”
“I’ve also spoken…and made it clear…”
Other phrases conveyed a sense of unity and strength of purpose:
“We reaffirmed that on days like this…we are Americans”
“We will get to the bottom of this”
“We will hold them accountable”
Also expressed was a sense of national pride and admiration:
“Boston police…responded heroically”
“I’m supremely confident that Bostonians will…move forward as one proud city.”
All were conveyed in a simple manner, easily understood by all. And that was key to a delivery that resonated with the public.
4) It conveyed the element of compassion
President Obama’s use of the phrase “this senseless loss” evokes empathy. In the same vein, stating his deep concern for the American people, as well as that of the First Lady, Michelle Obama shows compassion.
The statement indirectly tells us:
I can only imagine what you are feeling. I don’t know what I’d have done if I lost a loved one in this manner.
This perhaps is one of the most powerful parts of the speech.
Before you make anyone ‘pay’ for a dastardly act, take a moment to commiserate with those who are suffering. Remember the victims and their grieving families.
Conclusion
Although not visible in a written speech, the tone of your voice, your body language, and your facial expressions – all impact your delivery to the public. A grimace here, an immobile face there, not looking directly into the camera, and thus not ‘connecting’ with your audience do not make you relatable or believable. Remember perception is everything. Moreover, visual cues are easily captured by the media.
For all those grieving or traumatised – our prayers go out to you for the strength to carry on.
What other tips do you think we can learn from President Obama’s speech about the Boston bombings? Please share your opinions below.
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N.B – First image courtesy of the Catskill Chronicle website. Other images courtesy of freedigitalphotos.net.
Hello Troy,
Consider yourself this post's "TOP COMMENTATOR".
Thank you for taking out the time to read the article. I noted with interest that you had previously worked in the White House and had listened to various presidential speeches. So your opinion about President Obama's speech is very relevant. I reckon his speech-writers did a fantastic job, which coupled with President Obama's charisma, accounted for the effective delivery. I believe that we could all learn from that speech as professionals and I for one, would note it for future reference. If this is your first time on this blog, feel free to browse around and kindly sign up to become a 'follower' to show your support. I also recommend that you 'follow' this blog via email so as to be notified immediately a new article is posted.
Cheers and I hope you have a nice day!
P.S – Kindly forward this article to those who may find it interesting, even those in President Obama's camp 🙂
Lucille,
Great break down and analysis of President Obama's Speech. It was a good speech – common to all of the U.S. Presidents I have lived through. Just long enough to include the important characteristics you identified, and not too long that you begin to lose your audience. Having worked at the White House, I have heard many presidential speeches live, many were so long they lose the audience.
Again, great review and analysis Lucille!
VR,
Troy Postin
Many thanks for your comment.
You make a valid point – our leaders need to show their commitment to the citizenry through words AND actions.
Nonetheless we could ALL learn from that speech.
Cheers!
Many thanks for your comment.
You make a valid point – our leaders need to show their commitment to the citizenry through words AND actions.
Nonetheless we could ALL learn from that speech.
Cheers!
I quite agree with most of the comments,one thing I'll like to add is that this is a leader who truly means well of its citizens.If our so called govt can have that at the back of their minds,things will be alot better than what they are now.
Thanks for your comment.
I assume that you are referring to Nigeria when you stated "in this part of the world" 🙂
Crisis management is a crucial theme which we should all take seriously – and not just from the point of view of the organisation. Entire countries should have a crisis/disaster recovery plan etc to help mitigate the effect of an unforeseen crisis.
In fact, I have advocated that the "Crisis-Mode Plan", being the sixth and final component of an effective Communications Strategy, is the most important piece.
You could read it here:
https://lucilleossai.com/blog/2012/08/25/components-of-a-communications-strategy-the-crisis-mode-plan/
Thanks for dropping by.
So many things we can learn about crisis management in this part of the world from Obama's speech. Well articulated.
Thanks Annette. Glad you enjoyed it!
I recommend that you sign up to follow this blog via email. Kindly also show your support by registering to become a 'follower' of the blog.
Have a nice day and come back soon 🙂
Great piece Lucille. A very lucid and astute analysis indeed. Kudos!
Hello Chinyere,
Many thanks for your comment.
Just as you've said – we, and especially our leaders, should learn a few things from the speech, as well as from the actions which followed, culminating in the capture of the suspects.
The FBI, law enforcement agencies and the American people should all be commended for how swiftly the Tsarnaev brothers were apprehended, although sadly at a painful price…
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Hope to hear from you soon 🙂
Lucille this is an interesting peice we could all learn from. To me it even goes beyound the speech, the 'Actions' taken goes a long way to really bring closure for the victims and their families. This will not bring back the dead, but justice will surely be served.Kudos to all the people who worked had to see that this two brothers were caught! My heart goes out the victims and their families. Thanks for sharing your thoughts Lucille
Lucille, I have always read your articles and find them very educative. this highlight is a real eye opener for professionals. Yes we see how President Obama has used the famous 'six wise men' to effectively deliver a short and efficient speech.
You great!!!
Many thanks Victoria! Glad you found the post useful.
Welcome (back) to my blog Gerald!
Many thanks for your comment.
Yes Obama is a fantastic orator and has what is known as "executive presence". He has the ability to draw in crowds and deliver heart-felt reassuring speeches. (You can probably tell that I am a fan of Obama's speeches 🙂 ). His speech writers also did a marvellous job.
Thanks also for taking out time to read my other blog articles. I recommend the top five posts as highlighted at the top right of this blog. They have proven quite popular.
I hope you drop by again soon. Kindly get the word out about this blog.
Have a nice day!
Fantastic analysis of Obama's speech Lucille. Obama has always been a good orator and he always delivers his speeches with great aplomb. It has always been one of his greatest strengths as president. Obviously to be a good orator and deliver a speech well, it helps to have a good speech to begin with. Credit to you for highlighting the facets of a good speech and its positive effect on the populace. Good work and very well written. I found it so interesting that I started reading all the other articles on your blog and needless to say, I'm now a huge fan. Keep up the good work.
Indeed Linda. Thanks for your comment.
Indeed Linda. Thanks for your comment.
This is really good analysis and very insightful article. My condolences to the people of Boston.
This is really good analysis and very insightful article. My condolences to the people of Boston.
Gentlemen – let's agree that you both make very valid points and are both right 🙂
Thanks Tumini for commenting.
Art, Let's give credit to whom it's due. Obama is a down to earth and a humble person. He is humble and humility is the spring board for sound reasoning.Despite the efforts of speech writers,who of course, will need the President's impute to select, meaning that like minds reason alike. If you've reviewed "the audacity of change" you will give credit to whom its due. Thanks Lucille.
Thanks AD for your kind words.
Let's hope that we as professionals, strive to become better communicators.
Do come back soon 🙂
Thanks AD for your kind words.
Let's hope that we as professionals, strive to become better communicators.
Do come back soon 🙂
Great Speech, and good analysis. It brings to bear the important attributes of communications strategy, and as you said the crisis mode plan. Leaders in key positions need communications strategist like yourself to really advice on how to communicate to the public especially in times of crisis. For a leader poor communications during times of crisis bring out loss of confidence and anger, but a well delivered feedback to the populace can bring inspiration , motivation and unity. Keep up the good work.
Great Speech, and good analysis. It brings to bear the important attributes of communications strategy, and as you said the crisis mode plan. Leaders in key positions need communications strategist like yourself to really advice on how to communicate to the public especially in times of crisis. For a leader poor communications during times of crisis bring out loss of confidence and anger, but a well delivered feedback to the populace can bring inspiration , motivation and unity. Keep up the good work.
Many thanks Abiye for your kind comment.
You are right of course. The speech was brief but powerful. Our leaders could learn a few things from that speech, as well as professionals in leadership positions.
Do take a moment to visit my blog for more articles.
Thanks once again and have a nice day!
Lucille, your analysis of the Obama speech on the Boston Bombing crisis is excellent and insightful. He demonstrated good emotional carriage while making the speech and that is a message conveyor to the public. It's all about the right words, brevity, sincerity of purpose and good body language for the people to feel connected with the speaker.
Indeed Art! I would have loved to have been part of that team 🙂
Thanks for dropping by.
Indeed Art! I would have loved to have been part of that team 🙂
Thanks for dropping by.
His speech writers did an excellent job.
His speech writers did an excellent job.
Art, Let's give credit to whom it's due. Obama is a down to earth and a humble person. He is humble and humility is the spring board for sound reasoning.Despite the efforts of speech writers,who of course, will need the President's impute to select, meaning that like minds reason alike. If you've reviewed "the audacity of change" you will give credit to whom its due. Thanks Lucille.
Gentlemen – let's agree that you both make very valid points and are both right 🙂
Thanks Tumini for commenting.
Many thanks Megha. Glad you enjoyed it!
Many thanks Megha. Glad you enjoyed it!
Enlightening blog!
Enlightening blog!
Thanks A.E for your comment.
Yes I agree that Obama has excellent presence and good people skills. That first speech was crucial to how he was going to be perceived as a leader during the days which followed and I think he did remarkably. Professionals should all learn from that and use it as a case study for crisis management.
Drop by again soon 🙂
Thanks A.E for your comment.
Yes I agree that Obama has excellent presence and good people skills. That first speech was crucial to how he was going to be perceived as a leader during the days which followed and I think he did remarkably. Professionals should all learn from that and use it as a case study for crisis management.
Drop by again soon 🙂
Haven't really got any other tips to suggest. I think you covered it all. It is really empowering to read such a strong speech which is filled with compassion and empathy to the people who had such losses in Boston.
Obama is a peoples person and that what people need especially in hard and traumatic times. May those dead rest in peace. A.E.
Haven't really got any other tips to suggest. I think you covered it all. It is really empowering to read such a strong speech which is filled with compassion and empathy to the people who had such losses in Boston.
Obama is a peoples person and that what people need especially in hard and traumatic times. May those dead rest in peace. A.E.