Some of you may remember a World in Action TV programme back in 1984 called ‘Claptrap’ in which a first time speaker at the SDP Conference, Ann Brennan, was given an amazing standing ovation. Her success was the result of a social experiment, and the programme tracked the coaching she received from Max Atkinson.
Max was an academic who had studied political speechmaking. Earlier that year he had published a book titled Our Masters’ Voices: The Language and Body Language of Politics in which he described various public speaking techniques that are almost guaranteed to get applause (ie claptraps). He worked with Ann, who had never given a political speech before, and taught her all the tricks he had observed. The resulting speech that Ann gave to conference was highly praised at the time and enjoyed more than its 15 minutes of fame.
A few years ago Mark Pack uploaded a very fuzzy copy of the programme to YouTube, so you can watch it here. (If anyone can find a clearer version do let me know).
When he became Leader, Paddy Ashdown took Max Atkinson on as his speechwriter and adviser and they worked as a team for a dozen years.
Max Atkinson and Paddy Ashdown
Towards the end of that period Max was giving training at Lib Dem Conferences. One year I attended his session and decided to do a little experiment myself. I had already spoken a few times at Conference with growing confidence, but I wanted to see if I could up my game. So I spent three hours writing a one minute intervention (on grammar schools, as it happens) using all the techniques he had taught us. And it worked! I was given a huge ovation at the end of my 60 seconds, and our Education spokesperson jumped to his feet to applaud me.
The lessons I learnt from that event stayed with me and I drew on that experience many times afterwards.
Here on LDV in 2015 we wrote about the Lifetime Achievement Award that Max was awarded by the UK Speechwriters’ Guild. His citation included:
The award is being made for his outstanding contribution to the theory and practice of speechwriting and public speaking over the past 35 years.
Dr Atkinson came to national prominence when he used his academic research into the speaking techniques of top politicians, and applied them to a speech delivered by a novice at a party political conference.
…
In 2004, Dr Atkinson published his book Lend Me Your Ears, which explains the techniques in simple terms to any layman who might wish to adopt them.
Founder of the UK Speechwriters’ Guild, Brian Jenner, said, ‘Using recording technology which was new at the time, Dr Max Atkinson discovered the ‘claptrap’ – the means by which speakers can provoke positive responses from audiences. He has championed ‘the language of public speaking’ which most people can master.’
Max was a close friend of relatives of mine, so we met a few times socially. The last time that we chatted was last summer, when he was looking very frail. But I reminded him about our meeting at Conference and he relished being remembered for his seminal work.
Earlier this year Max’s wife, Joey, died. He spent his last months in a care home and he sadly followed her last week, without knowing the election results which would have delighted him. I didn’t know him well enough to write a full appreciation of his life, and maybe others can fill in, but I just wanted to highlight the impact he had on my political life, as well as on the lives of many other people in our party.
* Mary Reid is a contributing editor on Lib Dem Voice. She was a councillor in Kingston upon Thames, where she is still very active with the local party, and is the Hon President of Kingston Lib Dems.
10 Comments
Thanks for posting this Mary. His invention/discovery of the power of speaking in lists of three was such a remarkable insight, it’s hard to conceive of a world before we all knew about it.
So Clap Trap is NOT Clap Trap.!That was very educating .The council houses contrast with country houses identified the ‘us and them’ of the time. I would recommend our candidates and MPs to watch the episode. One aspect of the techniques now used is the ‘idiot boards’ on both sides of the podium to read the speach whilst looking straight at the audience. Has the party got plans on helping people in the party to become more successful in front of the camera and in all media outlets?
“No middle class party has ever won an election on the votes of the middle classes alone”…..
Great footage & sad to see so many of those faces are no longer with us …Very sad to hear about Max…
The SDP bit of a a different party today …
Wise geographical words from Ann Brennan, which modern Lib Dems could usefully reflect on today,
“No middle class party ever won an election on the votes of the middle class alone”.
I’m so sad to read this. I met Max when he was a teacher, and I a student, at the Henley Business School. He was a wonderful teacher.
Thanks Mary for sharing this story and he sounds like a bit of a forgotten gem and unsung hero to some of your more younger members like myself. This read and watching this was very inspiring to read and learn. What an amazing journey and talented individual. I’m sure we could all learn the lessons in the “art of public speaking and speech writing” for all persuasions. And that art of just exchange of ideas and Public debate I think we can all learn from what has at times been reduced to just nasty, snappy, tetchy and abusive rhetoric.
What an amazing individual.
To add a footnote to your wonderful appreciation, Mary – it was 1989, we were Paddy’s asterisk in the polls and I found myself our candidate in the Vauxhall by-election. Needing to make a barnstorming speech at a large public meeting we’d organised, and very much outside my youthful comfort zone, I reached out to Max. He jumped on a train, and with no question of a fee or even a request for expenses, guided me through the ordeal and we got it across the line. The praise went to me but the credit was entirely his. Such a decent man, so sad he’s no longer with us.
All very interesting but even today have we learned much from the message she gave back then? With our sudden plethora of MPs arising from the special situation arising from Conservative incompetence and unlikely to re-occur is it not the time to widen our appeal? The inspired antics coupled with sincere messaging by Ed Davey give us a great start.
Thank you so much for these wonderful comments everyone, and for the smashing tribute, Mary. He would have been so chuffed to read your kind words. Max wasn’t able to follow the campaign too closely this time, and sadly died just a few hours before we could cast his (proxy) vote for Tessa Munt. But we had two “Bring Back Tessa” signs up in the window at the house in Wells – one for Joey and one for Max.
@Simon Atkinson – I am so pleased you like our musings on Max’s impact within and beyond the party. And please accept my sympathies to the whole family for the loss of two wonderful people in such a short time.