Boris is speaking to the nation tonight. And the world. It’s as big as speech as any other. Unique in function and audience. Broader in audience than any State of the Union address. More listened to globally than any address to the United Nations.
More complicated in purpose and audience than any other.
The Challenge
To redefine a new old country with a blank page and a pen. To celebrate respectfully. To unify and heal. To set a direction. To give purpose and place to a country as old and as diverse as the United Kingdom. A rebirth speech. A renewal speech. The launch of a new era. The heralding of a new chapter in the history of a country.
The Audience
His audience is tough, diverse, domestic and global. Globally, his words will be heard by Donald Trump as well as leading Democrats; by Xi Jinping and Hong Kong; by Merkel, Macron and the leaders and citizens of the remaining EU countries and the leaders of the Commonwealth. Business and City analysts will be paying close attention to what he says as will E.U. Citizens living in the U.K. and U.K. citizens living in the E.U. Passionate Leavers and Remainers and those who want to just get on with their lives. And journalists – thousands of journalists will judge his words. Some of the audience will be fans. Some will not. Few will be neutral. Some will have response tweets and articles drafted and scheduled for release without actually listening to a word he says.
The Opportunity
Most speeches are reduced to sound bites and reported by commentators as versions for the purposes and in the service of others. Many people will listen to this speech in full – direct and unedited and in real-time. This is unusual … and good.
Much of the “rhetoric” of the last 3 years, and the campaign before, hasn’t deserved the name. Much of it, on both sides, has also been negative. Negative positioning is (relatively) easy. The terms Brexiteers and Remainers/Remainiacs have been badges and slurs. Positive and optimistic and potential is harder but it’s much more suited to Boris. (It’s also easier to sneer at.)
It’s also what Boris needs tonight in words and tomorrow and in the days and years ahead in actions. That blank page has been worked on in the writing room in his head for months. Harnessing and deploying words to tick such an ambitious and unusual range of boxes would daunt most. Boris has been employing words all his life – the ones he uses tonight could, should, redefine a country, recast perceptions, outline his vision and set a series of benchmarks for his leadership.
Others have used their skills and their words and wordsmiths to call for wars. I imagine Boris has revelled in the preparation and is delighting in the singularity and the optimism and good purpose of the occasion. I’m looking forward to listening to it.