Muhyiddin Yassin's Effective Public Speaking Style and Its Effect on Leadership Brand

Abstract

Effective Public Speaking is probably one of the best marketing tools which would instantly increase one’s leadership brand. Not many corporate communication researchers have begun to examine the effect of effective public speaking on leadership brands. Therefore, this research gap warrants a study to explore the effect of the dimensions of EPS on building leadership brands in the context of a country's political leader, the prime minister, in particular. This study deals with four special addresses from his first 100 days in office and during the last 100 days of his premiership. In addition, the study also included an interview session with a journalist who had been following Muhyiddin Yassin’s speeches during his tenure. Thematic analysis was applied to analyse the textual speeches and the interview session. The dimensions of effective public speaking (EPS) by Muhyiddin Yassin do not affect his leadership brand. The findings of this study can be served as a tool for all the leaders in families, businesses, and the government on how to deliver effective public speaking by considering the elements of Logos, Ethos, and Pathos.