Booher BanterBusiness Communication Consultant

Question:  How do you offend and alienate every member and veteran of the Armed Forces in several countries, as well as the extended families of those forces?

Answer:  Let John Kerry prepare your next speech or presentation.

I was shocked to read the comments of Sen. Kerry spoken at a campaign rally Monday for California Democratic gubernatorial candidate Phil Angelides.  The Massachusetts senator, who is considering another presidential run in 2008, had opened his speech at Pasadena City College with several one-liners.  Then he said:

"You know, education, if you make the most of it, you study hard, you do your homework and you make an effort to be smart, you can do well. If you don’t, you get stuck in Iraq."

Ouch.  Let’s break down his statement and read between the lines:  If what he says is true, then every soldier, chaplain, nurse, doctor, mechanic, and pilot serving in Iraq failed to "make the most of it," failed to "study hard," failed to "do homework," failed to "be smart," and failed to "do well" as human beings.  These "failures" are in Iraq as punishment for being underachievers. 

At best, it seems extremely short-sighted. 

Did John Kerry REALLY INTEND to disparage hundreds of thousands of people connected to the US military, not to mention those serving from other countries?  Surely not.  It’s a common ailment for politicians bashing the other party to suddenly find their own foot doubling as a tongue depressor.  (And this ailment strikes both parties from time to time.)  A day later, Kerry reported that he botched the line that was meant to belittle President Bush, not all those in military service.

How can poorly-worded, ill-planned talks like Sen. Kerry’s be avoided?   Here are a few suggestions before stepping behind a podium or microphone on an important occasion.  You’ll notice that "winging it" is not on my list.  (Sen. Kerry, did you do ANY of these?)

• Determine your purpose.
• Analyze your audience.
• Research your information.

Public speaking should be viewed as an opportunity to improve public relations, not to create a firestorm of negative publicity and demands for an apology from all quarters.  John Kerry made a huge mistake…one that he need not duplicate if he follows the steps listed above.

What do you think about Kerry’s comments—a reflection of his real thoughts or simply the result of "winging it" and poor phrasing?  Do you have a similar tale of a firestorm over such a remark in your organization?

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