The Well-Spoken Woman

PRAISE FOR
THE WELL-SPOKEN WOMAN

“From the time when women speakers were pummeled with rotten tomatoes up until today, relatively few women have succeeded in the public sphere.
The Well-Spoken Woman
, cleverly and brilliantly, helps women find their own out-front voice. Jahnke has provided women a great service.”

—Joan Wages, president and CEO,
National Women's History Museum

Published 2011 by Prometheus Books

The Well-Spoken Woman: Your Guide to Looking and Sounding Your Best.
Copyright © 2011 by Christine K. Jahnke. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, digital, electronic, mechanical, photocopying, recording, or otherwise, or conveyed via the Internet or a website without prior written permission of the publisher, except in the case of brief quotations embodied in critical articles and reviews.

Trademarks: In an effort to acknowledge trademarked names of products mentioned in this work, we have placed ® or ™ after the product name in the first instance of its use in each chapter. Subsequent mentions of the name within a given chapter appear without the symbol.

Cover design by Grace M. Conti-Zilsberger
Cover illustration © Kersti Frigell

Inquiries should be addressed to
Prometheus Books
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Library of Congress Cataloging-in-Publication Data

Jahnke, Christine K., 1963–
        The well-spoken woman : your guide to looking and sounding your best / by Christine K. Jahnke.
                p.  cm.
        Includes bibliographical references and index.
        ISBN 978–1–61614–462–3 (pbk. : alk. paper)
        ISBN 978–1–61614–463–0 (ebook)
        1. Public speaking for women. I. Title.

PN4192.W65J35 2011
808.5'1082—dc23

2011019049

Printed in the United States of America on acid-free paper

 

Foreword

Barbara Lee

Introduction

PART 1: THE WHOLE YOU

Chapter 1: The Well-Spoken Woman Persona

Ann Richards

Chapter 2: The Confidence Conundrum

Indra Nooyi

PART 2: MAXIMIZE BODY PARTS

Chapter 3: The Voice: Your Weakest Link?

Barbara Jordan

Chapter 4: Stand Up Straight—Like Your Mother Always Said

Pat Summitt

Chapter 5: Minding the Message

Melinda Gates

PART 3: THE OUTWARD TRAPPINGS

Chapter 6: Preplanned Spontaneity

Elizabeth Dole

Chapter 7: Well-Written Is Well-Spoken

Maya Angelou

Chapter 8: Conquering the Camera

Suze Orman

PART 4: THE FINISHING TOUCHES

Chapter 9: The Art of Diplomacy: Well-Spoken under Fire

Madeleine Albright

Chapter 10: The Well-Spoken Sisterhood in Flattering Pants

Hillary Clinton

Epilogue

Appendix 1: The Well-Spoken Women Up Close and Personal

Appendix 2: America's Well-Spoken Women: A Speech Timeline

Appendix 3: Frequently Asked Questions

Acknowledgments

Notes

Index

 

G
rowing up, I was the shy girl who wouldn't raise her hand in school—even to ask permission to use the bathroom. Whenever I was called on to speak in class I felt overwhelmed. Flustered, I would feel my face turning warm and redness creeping into my cheeks. I was always relieved when the experience was over.

Decades later, in 2000, I took the stage at the historic Million Mom March in Washington, DC, to stand up against gun violence and advocate for safer communities for America's children. The crowd was passionate, energetic—and enormous. But this experience wasn't overwhelming. It was exhilarating.

What made it possible for a once timid girl to speak to a million people? Certainly, maturity and confidence had something to do with it. But at the core of that speech—and my own journey to becoming a well-spoken woman—was hard work, determination, and the expert guidance of Chris Jahnke.

I first met Chris in the late 1990s after co-founding the White House Project with Laura Liswood and Marie Wilson. Chris worked to prepare us for the public launch of our project. I spoke at the kickoff press conference at the National Press Club in Washington, DC, and I clearly remember Chris's encouraging nods from the audience as I delivered my remarks. It was the first time I had spoken to a group of people outside my own home.

Soon after, I founded the Barbara Lee Family Foundation with the goal of advancing women's equality and representation in two areas that are my passions: American politics and contemporary art. As I prepared to launch my second major project, Chris continued to help me develop my voice, craft my message, refine my style, and ultimately become more effective in communicating the mission of my work.

Chris gave me two critical pieces of advice when we began working
together. First, she explained that while some people are born public speakers—like the great Governor Ann Richards, profiled in this book—most of us are not. But, she said,
anyone
can make significant improvement—as much as 85 percent. Second, Chris told me that improving as a public speaker takes work, and lots of it. As you'll learn in this book, preparation is key for everyone—even Governor Richards.

Chris is truly passionate about helping women convey their most confident selves in person and in front of the camera. Her passion comes from her understanding of a phenomenon that my foundation has researched for more than a decade: Men's voices and opinions dominate our news, our policy debates, and our political discourse.

Of course, we all know of women who excel as communicators and who make their voices heard. The women featured in this book are unbeatable examples of verbal style, presence, and skill. But my foundation's research on women's gubernatorial campaigns shows that, overall, women candidates struggle to appear comfortable and confident when speaking in public. What's more, voters and the media evaluate women on the campaign trail differently than they evaluate men on dozens of measures, from debate performance, to image, to competence. Women are simply held to a different standard.

Debates are a particular challenge. Women candidates often view political debates as “high-risk” events rather than opportunities to communicate and score points with voters. Debates can become a focal point for anxiety, requiring hours of preparation time and coaching, and meticulous policy papers and briefing books. The overall effect is that while some women candidates perform well, conveying competence and confidence in debates, they often do not project enough likeability or warmth. This is a serious liability for women in campaigns, since debates continue to be an important source of information for voters. And communicating confidence is key to demonstrating leadership.

In today's culture of reality television, it is also more important than ever for women to hone their public image. My research shows that nowadays voters expect candidates not only to be qualified for public office but also to entertain and perform. This is potentially dangerous territory for
women who have to work harder to prove themselves as “serious” candidates in the first place. Of course, voters usually assume that male candidates are both serious
and
qualified.

Women candidates must develop an additional skill set to meet these challenges. But in a world in which men dominate public discourse, these challenges aren't specific to candidates and campaigns.
All
women need the skills to communicate with confidence and poise. That is the focus of
The Well-Spoken Woman.
Using examples and advice from women of power, toughness, and plain old-fashioned audacity, Chris Jahnke provides a comprehensive, hands-on guide for women who want to make their voices heard.

I hope this book inspires you as Chris continues to inspire me.

 

Barbara Lee
Founder and President
The Barbara Lee Family Foundation

 

D
oes this speech make my butt look fat.? Endless zany obsessions can race through your mind before a presentation. The answer to that specific question is no, a speech will not make your butt look fat. However, on-camera appearances are another matter. What you have likely heard is true. A TV camera can add as many as fifteen pounds.

Whatever may be on your mind—your appearance or something else—this book is about traversing the minefield of questions, worries, and dilemmas that can prevent you from delivering your best in person and on camera. Everyone has a nightmare story about the fear of speaking in public. Have you felt the sensation that your ankles are going to shatter as you shakily make your way to the podium? At one time or another, we have all felt vulnerable standing in front of an audience. This book is meant to help you stop second-guessing, undervaluing, or falling short with your speaking abilities.

The well-spoken women profiled here faced similar obstacles on the path to becoming masterful presenters. You will learn from women who have been there and learned how to pick themselves up and brush themselves off. By examining their stories of trial and triumph we will answer the questions “How did she do it?” and “What can I learn from her?” You will gain the skills and knowledge to earn a standing ovation.

Now, you may be wondering: “Who are these women?” Sarah Palin is an entertaining presenter who speaks with candor and humor. Is she well-spoken? What about the widely respected CEO of PepsiCo, Indra Nooyi? The outspoken Nooyi gave “the finger” to graduates and their wellwishers during a commencement address at Columbia University. Does giving the finger disqualify her? Perhaps personal finance guru Suze Orman fits the bill. Millions trust her money management advice. Former member of Congress Barbara Jordan is remembered as the “voice of God.”Certainly, she must meet the criteria.

The well-spoken women featured in this book are a cross section of Americans who have used their voices to enrich and expand our national dialogue. They speak to express ideas, create change, ignite imaginations, coach teams to victory, and argue against injustice. They aren't professional communicators schooled in broadcast journalism or drama and didn't dream of becoming celebrities like Oprah Winfrey or Meryl Streep. Yet, they have much to teach us about using the old-fashioned art of public speaking to excel in a wired world. As communications channels continue to expand, these women demonstrate core skills you can use to engage audiences near and far.

ISO MORE WOMEN SPEAKERS

This book is a heartfelt effort to help more women find and use their voices. My aim is to share what I've learned from twenty years of prepping women speakers from every walk of life. As an adviser to Hillary Clinton's presidential campaign, I witnessed how some women with the audacity to venture into the public square are not well received. In the historic 2008 campaign, Clinton and Palin represented the full spectrum of women's views. Their philosophies and speaking styles could not have been more dissimilar. Both, however, were disparaged with sexist labels and demeaning stereotypes.

A recent study about the speaking challenges faced by women law school students serves as another wake-up call. At Yale Law School, women revealed that they are much less likely to speak up in class than their male counterparts. Nearly 90 percent of female survey respondents agreed with the following: “Male students tend to have more confidence in themselves as public speakers and feel more comfortable speaking in large classes, even when the point they are making is minor.”
¹

This hesitation and uncertainty is not confined to students. Nor is sexism directed only at women in politics. In corporate suites, women don't move up if they've “screwed” up. Often, the trickiest business is figuring out what constitutes a screwup. Leaders take charge, but a woman with a dominant style can be viewed as too abrasive or pushy. The glass
ceiling is cracked, yet women still wage battles against sexism, outdated notions of leadership, low self-esteem, and stage fright. These age-old challenges were dealt with by the women who first dared to buck convention. Susan B. Anthony was not deterred by the officials—all men—who scoffed at her demands for the vote. In fact, the open condescension she endured inspired the suffragist to organize a sisterhood of action.

IT'S A GIRL THING

By focusing on women, I have no intent to exclude men. They can gain from the book, and I invite you to share the tips with family and friends, male and female. But the male voice still dominates the public square. As long as women remain a vocal minority in corporate boardrooms, on TV talk shows, and in the halls of Congress, we pay the price of being voiceless. The world needs well-spoken women to state opinions in every venue from PTA meetings to presidential debates. It is not that a woman's perspective is better. What matters is that it is different.

As a speech coach I try to help women articulate their unique perspective. For some, this comes more naturally; for others, it is easier said than done. Think about your last presentation. How much of yourself did you bring to it? Or did you psych yourself out with negative self-talk before you opened your mouth? Even the most accomplished have whiteknuckled their way through presentations before unfamiliar crowds. How much thought have you given to how you might improve? Do you focus on the professional development of colleagues, leaving yourself out? Maybe you are skilled but are coasting on your ability to get by.

YES, YOU CAN!

The ten well-spoken women whom I have selected as role models provide guidance on every aspect of looking and sounding good. The practical advice in this book will help you successfully navigate difficult audiences and excel in a new media environment. Public speaking is no longer limited
to standing behind a lectern or next to a PowerPoint® screen. This book shows the way to achieve excellence before Internet, TV, and live audiences. The “what to do” strategies will be contrasted with “what not to” examples of the biggest blunders. Each chapter features a well-spoken woman who has mastered a particular technique or practice. You will learn from the best of the best.

THE TALENTS OF WELL-SPOKEN WOMEN

Chapter 1
: Ann Richards—Your Best Self

Governor Ann Richards had it all—Texas-sized hair, a quick wit, and deep conviction. Her bigger-than-life personality embodied the well-spoken woman's Power Persona, a persona that helped her deliver her best. The Power Persona is made up of the enduring traits shared by the speakers who consistently deliver outstanding performances. These traits are the foundation on which you can build a distinctive style.

Chapter 2
: Indra Nooyi—Take-Charge Confidence

PepsiCo's Indra Nooyi didn't reach the top echelons of corporate America by second-guessing her decisions and keeping mum about her accomplishments. Nooyi is a remarkably candid CEO who isn't afraid to speak her mind. An immigrant who graduated from the Yale Management School without the cash to buy an interview suit, Nooyi solved the clothing dilemma by embracing her East Indian culture. Nooyi demonstrates how you can assert your authentic self to slay the imposter dragons.

Chapter 3
: Barbara Jordan—Voice of Authority

Do you speak with the power of Minnie Mouse? If so, your voice is the weak link in your presentation style. Projecting well doesn't require the resonance of cable TV host Rachel Maddow or the range of Mariah Carey. But, to be a contender, you must sound like an authority. Barbara Jordan's
speaking ability was unparalleled. When Jordan spoke, audiences reported it was if the gates of heaven had opened. As the voice of moral authority, she stirred our nation to higher ideals during the Watergate hearings. With this chapter's practice exercises, you will be able to voice your ideas with eloquence and power.

Chapter 4
: Pat Summitt—All the Right Moves

If you've been getting feedback that your delivery style needs work, maybe, just maybe, there is something to the critique. The world's most successful basketball coach has learned over her thirty-year career that her style, which has produced winning teams, can also be too demanding. Without question, Pat Summitt's toughness and discipline have enabled her to excel at the University of Tennessee. However, when the coach turned the practice camera on herself, she didn't like everything she saw. Learn how to project podium presence by developing the body language of a champion.

Chapter 5
: Melinda Gates—Strategic Messaging

Melinda Gates takes messaging seriously when it comes to tackling the issue of global health. Through the Bill and Melinda Gates Foundation's Living Proof Project, she is debunking widely held misperceptions about the impact of foreign aid on eradicating disease and saving lives. The most effective advocates understand that a vague sense of vision is not sufficient. They purposefully use strategic messaging to excite an audience and elicit a response. A written strategy will enable you to articulate a plan and achieve goals.

Chapter 6
: Elizabeth Dole—Preplanned Spontaneity

Procrastination and last-minute scrambling can create unexpected nervousness or ratchet up an already high level of anxiety. Stop putting yourself in the position of frantically jotting notes in the cab or pulling out last year's presentation the night before. Well-executed performances are not
produced by waving a magic wand. A former American Red Cross executive and US senator, Elizabeth Dole is a consummate professional who is always prime-time ready. “Preplanned spontaneity” is an approach that will help you prepare for when things go right—and when they go wrong.

Chapter 7
: Maya Angelou—Words Matter

Speech writing may seem like something that's necessary only for ceremonial occasions or formal events. In fact, organizing your thoughts on paper is essential whether you are delivering a keynote address, making a toast, or giving a briefing. If you don't write it first, you won't be able to say it nearly as well. Maya Angelou believes each one of us is born with a spark and we need to let it shine. This evocative performer demonstrates how to incorporate creative writing, music, and dance to breathe new life into a speech's organization and content. With Angelou's inspiration, you will learn how to turn a humdrum presentation into one that will leave a commanding lasting impression.

Chapter 8
: Suze Orman—On-Camera Savvy

We are a shoot-and-share camera nation. With the rise of digital media, there is no escaping the need for on-camera delivery skills. With her signature look and no-nonsense advice, the people's financial adviser isn't your typical cable TV host. Suze Orman is an accessible personality who projects her best self on camera and off. This chapter demystifies the camera with specific tips on how to sit, where to look, and what to wear. These techniques put you in the driver's seat so you can present a polished, professional on-screen image.

Chapter 9
: Madeleine Albright—Charming Troublemakers

Not every audience is going to take what you say at face value or be satisfied with weak, mumbling responses. Be ready for troublemakers with a hidden agenda who may attempt to sabotage your presentation, and be prepared for news reporters with unexpected or biased questions. Former
secretary of state Madeleine Albright provides a how-to on handling indifferent, skeptical, or even hostile audiences. Learn how Albright went toe-to-toe with foreign leaders, charming them with her wit and firm resolve.

Chapter 10
: Hillary Clinton—Podium Presence

Hillary Clinton has evolved from a so-so presenter to a leader with an international podium presence. The great ones don't get there alone. Behind every strong woman is a ready and able support team. The women who are generous acknowledge the backstage team that helped them to soar. The final chapter offers insights on what each of us can do to lend a hand to our sisters, daughters, mothers, colleagues, and friends so they can be well-spoken, too.

ALL HAIL THE WELL-SPOKEN

Along with providing skill-building tips, this book celebrates the speaking achievements of amazing women. It is time to acknowledge that America's well-spoken women have earned a place in history. What would be more fitting than a monument to recognize great women speakers? I suggest something with the scale and magnificence of Mount Rushmore. Since we have not yet elected a woman to the White House, Mount Rushmore II could immortalize women whose powerful voices have achieved greatness. Women like Margaret Chase Smith, who was the lone woman serving in the US Senate when she denounced McCarthyism. The humanitarian Eleanor Roosevelt, who step-by-step overcame the fear of speaking in public. Special Olympics founder Eunice Kennedy Shriver, who opened the first World Games in 1968 with this message to the athletes and their parents: “Let me win, but if I cannot win, let me be brave in the attempt.”

The conversation about whose likeness should be carved in mountain granite would certainly be a lively one. Whom would you choose? Narrowing the list to just a few would be a difficult task, so perhaps a national referendum should be held to select from the many possible candidates.
The list of ten well-spoken women featured in this book could easily have been multiplied by a hundred.