The coronavirus has fueled a pandemic, and this means countries all over the world have to cooperate. Flattening the curve requires as many people to cooperate as possible.
That’s why it’s vital that leaders inspire people around them to collaborate for the good of humanity.
Speechwriter Simon Lancaster wrote a thread explaining one acronym world leaders should remember: FEAR. Not to worry, it’s not what it sounds like. It’s a way to structure speeches to better inform the public.
Leaders are under great pressure right now. I wanted to share a quick and easy structure for crisis speeches for any leader who needs to inform, explain and inspire. It follows a simple mnemonic: FEAR.
1. FACTS
2. ENEMY
3. ACTION
4. REWARDI'll break that down.
/cont…
— Simon Lancaster (@bespokespeeches) March 17, 2020
Leaders should express facts first and remain calm when discussing bad news.
This makes it easier for the public to trust world leaders who are in charge of decisions that could impact their country’s health response.
1. FACTS. Authoritative statement of facts, setting tone and establishing trust. Play it straight, wholly rational, explaining what you do and don't know. Stay calm. Steady breathing. Feet on ground.
/cont…
— Simon Lancaster (@bespokespeeches) March 17, 2020
The ‘E’ stands for enemy.
In this case, world leaders must explain the obstacles they’re facing when dealing with a major problem.
2. ENEMY. Inject emotion and drama by creating a narrative. Who or what is the enemy? Is it literal, e.g. complacent people, social norms or lack of funding? Or is it metaphorical, e.g. 'Our house is on fire.'
/cont…
— Simon Lancaster (@bespokespeeches) March 17, 2020
‘A’ is for action.
In this part, leaders explain what they will do to confront the problem.
3. ACTIONS. Explain the actions to be taken by us and others in a very memorable way using simple rhetorical devices like repetition, the rule of three and rhyme, like the World Health Organisation's TEST TEST TEST. This bit represents the body of the speech.
/cont…
— Simon Lancaster (@bespokespeeches) March 17, 2020
‘R’ is for reward.
People need to understand why their collaboration and support are worth it. Where is the light at the end of the tunnel?
4. REWARD. Remind everyone why it will all be worth it, ending positive and optimistic with high rhetoric and a big grand appeal to unity, values and hope.
/cont…
— Simon Lancaster (@bespokespeeches) March 17, 2020
Lancaster then explains why this method is effective.
He also explains that when he came up with this structure, he never expected humanity to be living through a circumstance like ours.
This structure can be applied for all sorts of crisis speeches – in corporate or community contexts. I set it out in my book 'Speechwriting: The Expert Guide' which I wrote 11 years ago, never for one second thinking we might one day experience a crisis like this.
— Simon Lancaster (@bespokespeeches) March 17, 2020
You don’t need to be a world leader to use this acronym during a crisis.
What did you think of Lancaster’s methods? Do you think these would make people feel safer during tough moments?
Feel free to opine in the comments below.
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