The Value Of Cultural Communication In Public Speaking

Public speaking is serious business for politicians.  Where did it go wrong for President Macron and former immigration minister Peter Dutton?
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The Advertiser stated in September 2015, while attending the Pacific Island Forum hosted by Papua New Guinea, “Noting that a meeting to discuss refugee resettlement was running a little late.” Mr Dutton joked that it was on “Cape York time,” to which Prime Minister Abbott responded, “We had a little of that up in Port Moresby.” A media blunder.
In May 2018, French President Emmanuel Macron called Australian Prime Minister Malcolm Turnbull’s wife “delicious.” Unfortunately, the two leaders’ conversation was lost in translation. Delicieux can also mean delightful in French. It’s worth noting that the Australian and French media outlets addressed this media blunder in very different ways.

According to France 24, “Australia’s prime minister said on Thursday that his wife was ‘flattered and charmed’ to be described as ‘delicious’ by President Emmanuel Macron, a compliment that has sparked lighthearted speculation during the French leader’s first official visit.” The full-page cover of the Sydney-based Daily Telegraph featured Macron’s head superimposed with the French-inspired lothario comic ‘Pepe le Pew.’ The two opposing views on the French president resulting from one speech gaffe are intriguing.

Speaking to the media, at events, and in other capacities is part of the job of a CEO, minister, or governor. Leaders in government or business receive intensive training to represent their organisations, specialising in different types of communication and interacting with the media. Delivering key messages, anticipating questions, crisis management, learning to be in control, body language, video production, answering questions diplomatically, and avoiding common pitfalls such as journalist tricks and hard-hitting questions are all part of training.

It only takes one lousy interview to ruin your reputation. Did the leaders’ reputations suffer as a result of their mistakes? No, they all reacted quickly, thanks to their media training. Perhaps some etiquette awareness training would have prevented the headlines. Did Macron’s team conduct cultural research on Australian culture and check for translational issues?

Could the former Australian ministers have used cultural awareness as a guide and remembered Ronald Reagan’s fate with a microphone in the 1980 election debate? Yes, the answer is unequivocal.

Article Published: Protocol Today