Speaking from the heart: Joe Burrow's Heisman speech

I try to bring the worlds of sports and PR together whenever I can. Sometimes it’s easy (like here and here). Once in awhile, it’s an admitted stretch and a thinly-veiled excuse to travel back to The Legend of Cecilio Guante sports blogging’ days. Today is one of those occasions. The topic: Joe Burrow’s Heisman Trophy acceptance speech.

If you’re a sports fan (or even if you’re not), there’s a decent chance you caught at least an excerpt of the acceptance speech from Joe Burrow, the LSU senior quarterback who captured college football’s most iconic trophy this weekend. Burrow winning the award, however, is not what’s been generating chatter and news coverage around the country. Burrow was the odds-on favorite, and the ceremony was all about making it official. Instead, it was what transpired when Burrow took the podium following the announcement.

[youtube=://www.youtube.com/watch?v=ZJehkX2ScFE&w=854&h=480]

So, what’s the lesson here from a “PR perspective?” For me, it came down to four simple words. Speak. From. The. Heart.

Public speaking is a foundational element of public relations. Executives, spokespeople. paid ambassadors are often put in front of audiences to deliver brand, corporate and personal messages. Many times, there’s a PR person like me behind those statements. I’ve written executive OpEds. opening remarks, trade show presentations and crisis-related public statements.

The principles in crafting those commentaries always revolve around trying to communicate things in an authentic and approachable manner. Hit the key points, but do so in a way that doesn’t come off scripted, cold and overly-rehearsed (albeit, while inherently adopting the voice of someone you’re looking to script).

It was through this lens that I appreciated what Burrow delivered on Saturday night. Judging by the buzz and the hundreds of thousands of video views that have been racked up over the past 48 hours, it resonated with plenty Americans as well. Sure, there is the somewhat compelling back story of Joe and his journey from highly-regarded HS prospect to Ohio State recruit to redshirt to transfer to senior starter and Bayou Bengal legend. But, moreso, it was a few other traits that exhibited themselves in his 10-or-so minutes on the podium. I think they’re takeaways for a lot of things…leadership and, sure, acceptance speeches among them.

• Human: Joe’s speech didn’t have a lot of the hallmarks of memorable oratory. There weren’t poetic, quotable pieces of prose. There was not a particularly great flow and rhythm to the words (frankly, it was awkward to watch at times). But, it was refreshingly human. A 23-year old kid taking it all in and realizing, in the moment, everything that happened to get to that stage. With that recognition came real, raw emotion, the kind that makes us rejoice in what r makes sports, relationships, and the relative ups and downs of life, so rewarding. So many college stars appear on that podium so polished, poised and perfect that you can imagine them already doing their NFL on-field interviews and TV endorsement. They are prepped and primed. The Heisman acceptance speech is just another audition. Joe’s speech was refreshing imperfect, and, in that way, wonderful to watch and embrace.

• Humble: The sports world today is an increasingly “me-first” environment, particularly for the folks that stroll the Heisman halls. It’s not their fault. They’ve often been put up on a pedestal for the better part of their athletic lives. So, it’s tough to critique them when the moment arrives and their natural reaction is to puff out their own chest and speak to their accomplishments. The humility of Burrow’s speech planed it firmly on the other end of the spectrum. This was a speech about others. The “I” had little to do with touchdowns, on-field triumphs or national championship aspirations. Its focus was 100 percent on those that helped along the way - from family to teammates, neighbors to coaches.

• Heartfelt: You can’t fake authenticity. Burrow spoke from the heart. You’ll notice that there are no note cards and staring down at prepared statements. Joe clearly had a few key points heading into this speech he wanted to convey. You knew what they were by the manner in which they were delivered — and the expressions and emotions that followed. His comments on his Ohio hometown that helped shape him. The noting of the Louisiana community that has so enthusiastically embraced him. His family that stood by him. And, of course, the coach that took a chance on him. Insert the obligatory “have someone look at you the way Joe Burrow and Coach O. look at one another” statement.

So, take a bow, Joe Burrow. You snagged a tremendous piece of hardware on Saturday night. You also captured America’s heart, and gave us all a few lessons in the process. I, for one, won’t be surprised to see you hoisting another trophy in a few weeks.