TL;DR: In March 1933, President Franklin Delano Roosevelt averted a catastrophic banking crisis, convincing the nation to cooperate by leaving deposits in banks. His first Fireside Chat went down in history as one of the most successful examples of “crisis communication.”
So What: Revisiting FDR’s March 12 radio address, we can see how FDR saved the country — and perhaps capitalism itself! — through skillful communication and effective crisis containment measures. Here’s what great communicators can learn.
Imagine waking up to find that almost every bank in the nation has closed its doors.
Millions of Americans got a taste of that panic-inducing experience in 1933, during the Great Depression. With the country teetering on the edge of disaster, President Franklin Delano Roosevelt took the nation by the hand, guiding it through the direst of straits using a handful of effective crisis communication strategies.
In this post, we delve into how FDR’s first “Fireside Chat” used the power of effective public communication to stave off panic and restore the public’s trust in the US banking system.
Let’s unravel the significance of the speech and the lessons it carries for great communicators.
The Historical Context
On March 4, 1933, Franklin Delano Roosevelt became the 32nd President of the United States. On March 5, he closed every bank in America.
He understood that he had no time to waste. Tardy action may have meant the end of the US economy. The stakes were high, and the President made his move.
On March 12, 1933, eight days into his Presidential term, he addressed the nation through the radio, seeking to allay people’s fears and to convince them to stop withdrawing their savings. As banks reopened following his “Bank Holiday,” people lined up to deposit their money. The President’s gamble had worked.
Images from federalreservehistory.org.
Here’s why his message worked.
He Established a Connection
Establishing a personal connection in public speaking is a priority for skilled communicators. FDR wastes no time in this regard. “My friends” – he starts his address, immediately cutting to the gist of the issues he wants to discuss.
The President’s inclusive language engages the audience, building trust and credibility. It creates a positive atmosphere, setting the stage for the honesty with which he explains the banking crisis and the steps the government has taken to solve the problem.
Part and parcel of FDR’s crisis communication strategies, his directness and the instant connections he established with the audience contributed significantly to the historic success of his speech.
As a communicator and newsletter marketer, use direct, inclusive language to build rapport. It reduces the anxiety of your audience, builds trust, and focuses attention.
He Simplified Complex Issues
Simple messages are easier to understand. They’re more relatable. FDR explains the banking practices behind the crisis in simple terms so people understand how their behaviors and actions can help defeat the problem.
“First of all, let me state the simple fact that when you deposit money in a bank, the bank does not put the money into a safe deposit vault.”
By simplifying complex issues in speeches, orators maintain audience engagement, facilitate persuasion, and may, like FDR did, give the audience something they can do, encouraging action.
“We have provided the machinery to restore our financial system, and it is up to you to support and make it work.”
Your audience must understand your core message. Deliver it in digestible, understandable pieces your audience can understand. Keep it simple.
He Provided Clear Explanations
In times of crisis, leaders want something from their audience: to learn and understand, to get fired up and take action, or to simply calm down. To achieve those goals, communicators must clarify their objectives, expectations, and possible adversities.
FDR outlines what’s been done to address the banking crisis, what steps will follow, and how people can help. He clarifies his communication objectives from the beginning.
“I want to tell you what has been done in the last few days, why it was done, and what the next steps are going to be.”
Keeping people informed builds trust, encourages social cohesion, and empowers people to make decisions.
Good marketing communicators focus on informing people in a clear, honest, no-nonsense manner. Clarity in communication = transparency and trust.
He Used Reassuring Language
As he explains the mechanisms behind the banking industry and the crisis, FDR reassures citizens about the safety of their deposits.
“I can assure you, my friends, that it is safer to keep your money in a reopened bank than it is to keep it under the mattress.”
Reassuring language allays fears and builds trust. It also gives reason a chance amid chaos and panic. FDR gets people to pause and apply rational thinking to the banking crisis. He explains the situation rationally and gets people to consider his perspective.
Use calm, reassuring language to disrupt panic and encourage rational thinking. Provide rational solutions and empower the audience to take sensible action.
He Encouraged Cooperation
FDR’s first Fireside Chat call to action is a call to cooperation. He explains the problem, lays out the solution, and highlights the role people can play in it.
“The success of our whole national program depends, of course, on the cooperation of the public — on its intelligent support and its use of a reliable system.”
Providing one of the most effective public communication examples, the President associates his call to action with virtues like courage and confidence.
“Confidence and courage are the essentials of success in carrying out our plan. You people must have faith.”
He fires off his final salvo from a position of common ground, emphasizing the need for unity.
Image credit: federalreservehistory.org
Empower the audience by specifying what they can do to contribute to the solutions you seek. Call for their cooperation and position yourself on common ground with them.
Communication Takeaways
Marketing communicators can use FDR’s first Fireside Chat as an inspiration and example of effective crisis communication. Key takeaways:
- Simplify your message. Make your points accessible to a diverse audience. Explaining complex topics in simple terms is one of the top talents of successful communicators.
- Connect personally. Inclusive, simple, direct communication resonates with people. It connects personally, grabbing attention, engaging, and inspiring action.
- Be transparent. Honesty and transparency create trust. Build and maintain transparency by explaining the steps to contain a crisis and what lies ahead.
- Reassure your audience. Clear, direct, honest, and confident language instills trust, alleviates fears, and gives reason a chance.
- Encourage participation. Empower your audience by letting them know how they can contribute to a solution.
As FDR showed, effective communication is everything. At Media Shower, our content creation platform helps you craft messages that resonate with your audience. Click for a free trial of our award-winning marketing platform.