Thursday, October 27, 2011

Buffing Up Hollande's TV Personality

They're not "coaches," insist François Hollande's two new media advisors, but they do think he needs work in getting "who he really is" across on le petit écran:
"Notre travail a consisté essentiellement autour de cette question : comment faire passer à la télévision ce qu'il est vraiment. Dans les meetings, c'est un showman, il sait embraser une salle", raconte Sarah Meadel. Elles ont donc ingurgité des heures et des heures d'interventions télévisées de celui qui n'est alors pas encore candidat. "Je me suis hollandisée", plaisante Sarah Meadel.
Une méthode ? Elles ne veulent pas entendre parler des grilles habituelles de la communication politique. "Les recettes de com', c'est bidon" pour Sarah Meadel. Claude Laperrière poursuit : "On n'a pas cherché à le formater".
"L'idée était d'enrichir le discours politique et les interventions médiatiques avec les outils de l'acteur", poursuit la philosophe. Elles insistent : "le mot 'coaching' ne correspond pas à notre travail, nous ne sommes pas des communicants, c'est un travail personnel".
And they've also got him reading:
Cicéron, Rousseau, Primo Levi… Plongée, dans un premier temps, dans les textes classiques pour François Hollande. "Utiliser l'émotion ressentie dans des textes de grands auteurs et la transférer pour parler de l'actualité du jour". Avec cette question incessante : comment transmettre ? "Ses discours avaient une forme trop écrite", s'accordent-elles à dire.

Hmm. Reading Cicero in order to sound less bookish on TV:

I shall make you no reply at all about Galba; a most gallant and
courageous citizen. He will meet you face to face; and he being
present, and that dagger which you reproach him with, shall give you
your answer.
"You have enlisted my soldiers, and many veterans, under the pretence
of intending the destruction of those men who slew Caesar; and then,
when they expected no such step, you have led them on to attack their
quaestor, their general, and their former comrades!"
No doubt we deceived them; we humbugged them completely! no doubt the
Martial legion, the fourth legion, and the veterans had no idea what
was going on! They were not following the authority of the senate,
or the liberty of the Roman people.--They were anxious to avenge the
death of Caesar, which they all regarded as an act of destiny! No
doubt you were the person whom they were anxious to see safe, and
happy, and flourishing!
XVII. Oh miserable man, not only in fact, but also in the circumstance
of not perceiving yourself how miserable you are! But listen to the
most serious charge of all.
"In fact, what have you not sanctioned,--what have you not done? 

Oh, yes, indeed, that should do the trick.

2 comments:

JMT said...

For-mi-da-ble ! Bravo !

Anonymous said...

"Oh miserable man, not only in fact, but also in the circumstance
of not perceiving yourself how miserable you are!" - the very picture of the fellow.