A Cardinal Canon

Introductions are as diversified as the individuals involved. There are very few rules to follow; but one cardinal canon (the more famous the speaker, the shorter the introduction), came about by sheer accident.

During Calvin Coolidge’s Presidency, he was scheduled to address a convention of advertising agents. A young man was selected and notified well in advance that he was to introduce the President. Although he was an experienced speaker, he worked himself into a state of nervous exhaustion pondering what to say on the momentous occasion. He fretted far into the night before the big banquet until he was struck by a sudden inspiration . . . and so he went to sleep. The next evening at the banquet he arose and stood momentarily in impressive silence. Finally he said:
“Ladies and Gentlemen, the President of the United States.”

This has become the conventional introduction and it would be considered presumptuous to say more. The night he used those brief words, he employed a completely unprecedented approach. Never in history had a President been introduced without elaborate pomp and palaver. Newspapers everywhere praised his simple, sensible introduction and so a custom was born.

Since that event custom also decrees that a well-known speaker needs no lengthy introduction, but an unknown orator needs all he can get. Only, don’t overdo! A summary of a successful introduction might be: “The first speaker sure made a hit.” “What did he talk about?” “About two minutes!” This double talk (to build him up but not to go too far), is not unlike the stock market letter that tells you “industrials are bullish but be careful how and what you buy.” In both instances, it’s important to analyze the situation and to play the game according to the lay of the land.

The rules for playing golf as well as for public speaking are readily understood. In golf, each hole is a separate challenge and is played a little differently from the other seventeen. Likewise in presenting public speakers, each requires a separate approach. It’s up to you to determine your strategy and whether you get a low golf score or a high platform rating depends upon no-one but you.

Tags: public speaking

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