An American Speechwriter in Asia: East Is Gold?

     Like centuries of Westerners before me – from the Romans to Marco Polo to the international corporations of recent years, I’ve come to Asia in search of new opportunities. In my case, I’m looking for speechwriting, teaching and coaching business, culminating a long love affair with the East that began when I was 18 years old and made my first visit to Hong Kong.

     Back then, I bought a copy of Chairman Mao’s Little Red Book for my amusement and watched with binoculars from the safety of the New Territories as Red Guards marched through the fields of southern China.

     Now, it’s a whole new China and a whole new Asia. With more than 40 percent of the global population and some of the world’s fastest-growing economies, this region hums with economic activity from Singapore to Seoul, Bangkok to Taipei. And with English as the first or second language of business everywhere, the opportunities for a native speak seem immense.

     In most cities on my itinerary, I have arranged to give a speech on speechwriting and delivery to a local group, usually the local chapter of the International Association of Business Communicators (IABC) and the American Chamber of Commerce. I start my trip to Asia in Hong Kong, world financial center and gateway to the East, speaking to a combined IABC and Amcham audience at a posh restaurant in a skyscraper at One Exchange Square. The audience is a motley group of PR professionals – Chinese, British, Australians, and Americans.

     My remarks focus on the need for a new communication model and describe one that both unites eastern and western techniques and also goes beyond the two.

     One element of this new model with antecedents in both East and West is using meditation and visualization to link the inner self of the writer/speaker with the reader/audience. I found a means to do this early in my career when I became ill and virtually dysfunctional from extreme fatigue and memory loss.
 
     Intuitively, I sought a solution by shutting my office door, closing my eyes, and asking the question, “What should this speaker say to this audience?” By simply asking the question, I found that a remarkable flow of energy and information opened up to me within.

     Einstein used such an approach in solving problems in physics. He once told a reporter: “You don’t think I did it myself? I simply asked the universe the questions, and the universe gave me the answers.”

     Next stop is Manila with its dazzling business center, Makati City. Speaking at the Heritage Library, I mention the historical importance of political speeches. Quoting the opening sentence of Abraham Lincoln’s Gettysburg Address, I am amazed to hear the audience repeating the words back to me. Apparently, that speech is so revered in the Philippines that many people memorize it.

     In Singapore, I address an audience comprised of members of the Institute of Public Relations, including global giants such as Dell Computer, Credit Suisse, and my old employer, Exxon Mobil Corporation, along with many government agencies and academic institutions represented. One emphasis of this talk is on anchoring the ideas in speeches to fundamental human values, such as unity, peace, freedom, integrity, kindness, responsibility, compassion, open mindedness, and tolerance.

     In Kuala Lumpur, I am fortunate to have the opportunity to attend Malaysia’s first annual IABC Silver Quill Awards Dinner. It is an elegant occasion held at one of the city’s newest and finest hotels, Le Meridien. For the first and only time on my trip, I get to sit back and hear a speech. The Minister of International Trade and Industry appeals to communicators to help her present a positive image of Malaysia and of Islam to the world, making clear that Islamic fundamentalists are not terrorists.

     My last stop is Bangkok, a bustling, incredibly friendly metropolis, where I speak to members of the American Chamber of Commerce Bangkok. Here, I emphasize the importance in crafting speeches of using illustrations from the audience’s own economic, political, and cultural frame of reference. As examples, I cite remarks by presidents Kennedy and Reagan.

     I also refer to a speech I wrote for ExxonMobil Chairman Lee Raymond that was given to the World Petroleum Congress in Beijing some years back. In those remarks, we wanted to appeal to the Chinese government not to regulate the energy sector with a heavy hand.

     To make that point, I used a quotation by Lao-Tzu: “Govern a great country as you would cook a small fish.” This quotation proved perfect – both subtle and to the point. You have to cook a small fish gently; otherwise, it will fall apart.

     To my amazement, I get a sign during my trip that the message registered with the Chinese government. I open a newspaper article and read this statement by Chinese Premier Wen Jiabao: “Heavy-handed government is the main obstacle to the mainland’s economic development, and officials must stop interfering with the way companies run their business.”

     I return to the United States, feeling much enriched by my experiences in Asia. I’m impressed by the rising interest in communication in the East. Economic prosperity and communication appear to go hand-in-hand. I’m also amazed by the influence of English throughout the region.

     I also return from Asia with some new business, a writing/coaching assignment for a Chinese insurance executive, invitations to do more speeches, including one in Hanoi, and a possible long-term arrangement with one government to conduct seminars in speechwriting for its officials.

     In the 19 th century, Horace Greeley inspired young people in the U.S. to “go west.” In the 21 st century, the same advice may apply – as long as you keep going west until you reach the East.