The Lead

Seilliere gave a speech today at the European Union’s two-day summit in Brussels. As he began his speech, in English, French Prime Minister Jacques Chirac asked him why he was speaking in English. That’s when Seilliere made his declaration.

Chirac had had enough, got up, and walked out on the session. “I was deeply shocked that a Frenchman would speak at the council table in English,” he said.

It’s all about knowing your audience. Whether it’s before the EU, the chamber of commerce or your shareholders, you must understand them before you talk at them.

Seilliere had the right choice in mind. However, EU tradition suggests giving speeches before the EU in your native tongue with simultaneous translation. He knew his audience, but in this case, he ignored tradition…an erreur.