The event also carried another distinction for the President. From the National Journal:
Charleston is the 17th mass-casualty shooting of his presidency, the 17th time that one incident claimed at least three lives, bringing to 149 the death toll from these bursts of gun violence on his watch. It is the 11th time that he has issued a statement in reaction. And Friday will be the seventh time that Obama has spoken at a memorial, trying to comfort the bereaved and make sense out of the handiwork of a killer.It's believed that the President has spoken at more such memorials than any other President, and he has been dubbed the United States's "mourner-in-chief." Or maybe it just feels that way, thanks to live-streaming and YouTube. What was so special about this speech, and what can you learn from it for your own?
- Work your acknowledgments into the context of the speech, rather than just load them all at the beginning. The President, in describing the salutory qualities of Rev. Pickney, called him, "A man of service who persevered, knowing full well he would not receive all those things he was promised, because he believed his efforts would deliver a better life for those who followed. To Jennifer, his beloved wife; to Eliana and Malana, his beautiful, wonderful daughters; to the Mother Emanuel family and the people of Charleston, the people of South Carolina." Letting the names of the acknowledged flow as context about the people he was serving makes eminent sense--and makes the acknowledgment more meaningful.
- Structure and task shape a good speech: Speechwriters and speaker coaches say "every speech has a job to do," and that task should be reflected in the speech's structure. Here, the phases of the eulogy are crystal clear, each with its task: A description of the life of the deceased person being honored, the first task of a eulogy. And in this case, because of the significance of the crime, the lives of those slain with him and the role of the black church in society. Making sense of a senseless massacre. The symbolism of the Confederate flag and how it is seen differently in the wake of the murders. Our years of ignoring that symbol, and a call to action for how to behave differently. A conclusion that remembers the dead again, so that those worshipping leave with their names in mind. A theme about grace that winds its way through the speech to tie all that together. Do your speeches know their task and reflect it?
- Connection is everything: Without a connection to your audience, you may as well read your speech in a closed soundproof booth. There's real feeling in this speech, and not just because the President adopted the traditional style of preachers for it. When he says the names of Rev. Pinckney's children and looks straight at them...when he urges the audience to understand that God was using the killer to a higher purpose...when he sings, rather than recites, 'Amazing Grace," he's connecting. This is a highly responsive audience, standing, clapping, and saying Amens aplenty, but the real points of connection are often quiet moments in this speech.
What a good man. Sometimes I think that's the best thing to hope for when you're eulogized -- after all the words and recitations and resumes are read, to just say someone was a good man.Be sure your eulogies for others do the same. I think this speech will go down as one of the President's best and most moving. Read the transcript of this speech. Read it. Read it again. And by all means, watch it in the video here or below.
(White House photo by Lawrence Jackson)