Interview: Why Netanyahu messed up the 'Storm Speech' and how anyone can do it right

In the years to come, the great storm of December 2013 will surely be remembered because of the snow, the 'siege' on Jerusalem and Netanyahu's "knock on every door twice" speech. His performance was so out of place it was embarrassing, and when it happens to a TV magician like Bibi, there are lessons here for each of us.  

In this article (and in my interview with Sefi Ovadia that you can click on on the left) I want to explain why Netanyahu fell (and how he somewhat corrected it in the end), which two techniques from my course can help anyone perform well in such a situation, and finally offer a strategy on how not to get in there. How do you say on TV? Stay with us. It is worth.

The heart of the problem: a mistake in identifying the heart of the problem...

The biggest mistake that happened to Netanyahu was a mistake in reading the situation. Netanyahu arrived at the stormy HML in the mood of an athlete who won the championship and is waiting to reap the admiration. He came in and handed out chafot, exchanged hugs and shook hands with everyone. He certainly doesn't seem like someone who is bothered by the fact that tens of thousands of Israelis are cut off from electricity, and that millions are demanding answers.

The rule we teach in the course to avoid such a situation is called 'finding out the context'. It's a simple technique to understand (even if difficult to apply) that protects you from mishaps of not fitting the audience, place or time and helps ensure that the speech gets the most out of the situation.

His main idea is that before planning a speech you should find out about the audience, the situation, the place and other elements that can promote or bring you down (full explanation on Research before a speech, need to register). The difference between Netanyahu and the students in my course is that I require them to do the test themselves, but Netanyahu as Prime Minister cannot do this and so he depends on people to do it for him. In this case one of them messed up.  

So pay attention to this clarification (and you should really read the entire article) andIt won't happen to you.

How to report faults correctly?

In the interview and the filmed segments, you can see the difference between the smug Bibi who enters the room and Netanyahu who starts to speak. He at once sounded serious, urgent and focused, because he probably realized quickly that the situation was much more serious than he thought, and accordingly his message became sharp and to the point. Unfortunately it was too late and the TV had already filmed and broadcast the first part, but those of us who want to learn to give a proper speech got an impressive lesson in damage repair. What technique did he use?

Netanyahu switched to using the "I identified, I did, I guided" method which is learned by everyone who participates in my advanced course and which is used by many professional speakers. So here is the technique that will get you out of any mess:

• I recognized: in the first stage the problem is explained and its power is emphasized in order to make the audience think about the challenge that has to be faced.
  In the case of the storm, Netanyahu emphasized its unusual intensity, and the limited and changing forecast that was received. There was room to emphasize the scope of the snowfall, the lack of breaks, the load on the forces, etc.
• I did: in the second stage you must emphasize all the things you have already done in order to make the audience feel that you are already working vigorously, but also that the effort is in progress and they should not come to you with claims about partial results.
  In this case, Netanyahu emphasized all the actions that have already been taken, the forces in the field, the coordination with the army and the electric company, etc.
• I instructed: in the last part you must show all the actions you intend to perform and show how they will achieve the necessary results. Real professionals add a call to action at this stage (Explanation of the technique. registration required)
  In his speech, Netanyahu also emphasized the amount of work that remains - from the army, the police, the municipality, etc., but he also added a reference to the demand from citizens to help one another and especially look for old people who have no relatives.

 It's a technique that requires practice in order to give a fluent and convincing speech, but you can certainly practice it (for example in our monthly practice sessions) because it's important that the next time you make a mistake - and it happens to everyone - you know how to defend yourself like professionals!

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