My piece analysing David Cameron’s high-profile speeches in Turkey and India has attracted some attention, and various well-taken comments.

Part of the problem for a speechwriter for a top politician is to work out who the audience is, and craft the words accordingly.

Most speeches of any consequence by (say) a British Prime Minister overseas have several different audiences. They include:

  • the people sitting there on the day, among whom may well be some local VIPs whose ears will be closely tuned to note certain policy nuances and inclusions/omissions of familiar diplomatic code-words
  • the local media outlets (electronic and newspapers) for the in-country foreign audience
  • the UK media – what is the headline you want them to carry?
  • the international media: what headlines do you want to see in other countries who maybe follow closely UK policy and the policies of the country you’re visiting?
  • academics, think-tanks, chattering analytic classes – they’ll pore over the text in slower time to see what if anything looks to be new/different and what may lie ‘behind’ any changes
  • the PM’s own political allies in his own party and its coalition partner – do some different policy emphases there need acknowledging/fudging?
  • the PM’s domestic opponents – what will the Opposition look to attack

In other words, it’s all very well talking blithely about a speech needing ‘key messages’. But getting exactly right different key messages to these different audiences is no easy job.

And let’s not forget one other audience: history. How will this speech read in ten or fifty or one hundred years’ time?

One other point about Key Messages. In the immortal words of Frank Luntz, It’s not what you say – it’s what they hear.

The speaker may think that the key messages in the speech are neatly turned for style and significant in policy terms. 

And they may well be. My point in that earlier piece was to suggest that they also might come across – be ‘heard’ by one or other of the various local audiences – as patronising or trite.

Getting that right is not about being good with words. It’s about having a subtle, experienced understanding of what works and does not work for Indians, for Serbs, for Brazilians, for Malaysians and so on. Each community has (for better or worse) its own sense of what British Prime Ministers represent and how they should behave.

Hence the fact that many Bosnians felt insulted when PM John Major appeared in war-torn Sarajevo in a military jumper. That mode of dress may or may not have won some brownie points with TV viewers back in the UK. But it blew the whole visit presentationally in Bosnia. 

He was saying: I have come here to help.

They were ‘hearing’: This person is treating us disrespectfully – if our leaders can manage to look smart in this ghastly war-zone, so should a British PM! 

See also the bizarre visit of PM Tony Blair to Sarajevo in late 1997, when his spin-doctors refused to let him say a single word to Bosnian media people. The Bosnians ‘heard’ from this visit: rude, too grand to talk to us, flying in and out in a couple of hours – he doesn’t care.

All of which brings us to David Cameron’s unwise remarks about Pakistan and terrorism during his India trip. As Andrew Rawnsley describes it:

That remark was not planned. It came in an answer to a businessman at the very end of a Q&A in Bangalore.

It was a gaffe. I am using here the classic definition of a gaffe: it is to say something which is true, but liable to cause controversy, embarrassment or harm if spelled out in public. Scoring him on presentation, he stands tall at home, but is still finding his feet away…

Here is the view of John Elliott who is based in New Delhi:

Cameron was of course on target with his criticism of Pakistan, but India was not the place to say it because it diverted attention from his investment-oriented visit – unless you take the Machiavellian approach that it increased media coverage of a trip that might have otherwise made few headlines.  

It was also unwise to make such a snap remark without planning for the downside – in this case endangering Britain’s links with Pakistan’s intelligence services.

That’s mainly right. Pakistan opinion will be all the more likely to be really annoyed by senior British remarks such as this when they are made in India. All sorts of subliminal and other thoughts surge to the fore in Islamabad:

  • is he taking India’s side in the Kashmir problem?
  • why is he saying such things before he’s even talked to us, and on the eve of the President’s visit to London? Deliberate provocation?
  • why is he undermining the people in Pakistan who want to modernise the country? This sort of thing simply allows the extremists to play populist cards against the West and makes a hard job even worse…

Key message for senior speechwriters and speakers?

Remember that there are many audiences listening to or reading your every word.

And that what you are saying and what they are hearing may be quite different.

Update: a very clever piece by Hugo Rifkind over at WSJ muses on what if anything in David Cameron’s recent so-called public speaking gaffes was in fact wrong or unwise or ineffective. See eg this:

The spin, from Britain’s Conservative Party, is that Prime Minister David Cameron did not commit "gaffes" on his recent, whirlwind world tour, but was in fact just "speaking his mind."

I am always wary of people who say "I speak my mind," as though that was a good thing to begin with. It’s a better strategy, surely, to think your mind, pick out some edited highlights, and speak those. Otherwise, what’s the point of having a mind at all? You might as well just have your mouth wired up directly to somewhere else entirely…

Yet, which of these messages was really a gaffe? It’s a decent rule of thumb in politics that you can always afford to annoy the people who need you the most.

British Conservatives need David Cameron, so he annoyed them to agree with America. Israel needs British support, so he annoyed them to agree with Turkey. Pakistan needs Britain in Afghanistan, so he annoyed them to agree with India.

True "plain speaking" could never manage so many twists and turns. This was David Cameron speaking his mind by speaking the minds of other people. Gaffes aside, to my mind, this was a pretty impressive performance.

Not that I’m speaking my mind, of course. No. This is just the edited highlights.