Bernanke's perfect speech, a model in style and of clarity

Every corporate speechwriter knows that the proven format for achieving audience understanding is to create a context of understanding; tell the audience what you are going to tell them; tell them; and then tell them what you told them.

That simple four-step rule may get panned for its simplicity, but unjustly so. We believe that it is as close to perfection as you will get on the speech-making circuit — and that's because it works. And today, Fed Chairman Ben Bernanke once again proved the merits of the simple little format.

Bernanke's presentation to the Council on Foreign Relations represents speech construction in virtual perfection. He presents a very complex topic of vast global interest and, therefore, clarity of message is essential.

His format is a textbook example of how to construct — and in his case deliver — an understandable speech using all of the right elements in the right order and in the right percentages.

Bernanke’s 4,222-word speech precisely uses the four elements essential to gaining audience understanding. Here’s how it breaks down.

• Create a context of understanding for what you will say — 629 words, 15%.
• Tell the audience what you are going to tell them; use a headline list — 221 words, 5%.
• Explain the list, which provides the meat of your presentation — 3,136 words, 75%.
• Tell them what you told them by restating your headline list — 236 words, 5%.

Bernanke’s introduction, or context-setting segment, may have been a bit long at 629 for the average business speech, but not for his difficult topic of Global financial reform.

The text of Bernanke's speech, with our identification of its structural components, is available at this link.