Case studies

Charles Crawford- A model of diplomacy


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I went to a speechwriter’s conference last year- The UK Speechwriter’s Guild event, in Bournemouth, and I saw Charles Crawford speak.  I didn’t know of him and was intrigued and interested to find out that he’s a very experienced diplomat of the first rank. (Does one ever become an ex-diplomat?)

His subject was fresh, full of great stories, and he name-dropped engagingly; though to be fair how could he not, having worked for and with some of the world’s most ‘interesting’ political figures of the 80’s, 90’s and 00’s?.

The thing that I took away from his speech, as a business speechwriter and maker, was simple and useful.  That for most speeches, it’s the impression that you leave with the intended audience that is more important than the content. Of course this isn’t news, and is not always true, but it made me think.  Always a good thing, and particularly about a client I was working with who needed to work on his impression-making much more and his data much less.

Charles left a very strong impression with me. I remember that for a very senior civil servant, he was affable, respectful of his audience and softly skilled as a raconteur. I’m not easily impressed, and I’ve often found Foreign Office types to be snooty and dismissive of those of us who work in the ‘Del Boy’ world of sales and marketing, though I was smitten in this case.  I felt that his is a set of qualities that would have great value for my corporate clients- that one in particular.

I then found out that he’s pretty well know in blogging and journalism circles and I’ve got into his great blog- here as a source of great stories, weird and wonderful political crackpots, and a wider world-view than I’ve been exposed to before. Have a look.  It’ll be well worth your time.

Jim Harvey

Jim Harvey

Managing Director at The Message Business
Jim is the MD of The Message Business, a company which helps FTSE 100 companies to sell themselves, and their products better. Speech writer, Prezi trainer and designer, coach and consultant, Jim also finds time to be a proud father and husband.
Jim Harvey
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