A little over a year ago I wrote a post about a short (2 minute) presentation given by Alastair Campbell. I revisited it today and was struck by how much his message fits with the core values we try to promote for our clients' communications with their target audience.
We have a quote that we often use at the start of presentations:
which fits pretty exactly with:
"The only communication that works is real authenticity." Alastair Campbell
His point is that "if someone is just reading a speech they were handed... it's never going to work" which is more or less identical to our position that having a ghost-writer creating your content is not the best approach.
It's not that politicians should not work with talented professionals (like Alastair) nor that companies should not rely on the relative strengths of their team members but, if at the end of the day, you're trying to persuade someone that you and your team are the experts at a given task, whether that be integrating a new IT system, or running a country, you need to communicate, yourself.
How to really persuade in presentations: Alastair Campbell