How to write a State of the Union speech
Big promises, special guests and social media influencers have become a routine part of the EU's most high-profile address.
The European Commission President Ursula von der Leyen is crafting her State of the Union speech, a high-profile address in Brussels that outlines her political agenda. The speech, modeled after the U.S. format, has evolved into a crucial moment for the Commission to showcase its crisis management skills. Over the past six months, various stakeholders, including Commission departments, national officials, experts, lobbyists, and interest groups, have contributed to the content.
However, the final decisions on what to include or exclude are made by a small group around von der Leyen, including her cabinet and communications chief. The challenge lies in addressing concerns while avoiding a "Christmas tree approach" of too many ornamental pledges. The speech, typically lasting an hour, is the product of extensive negotiations and collaboration, with input from over 300 meetings and documents reviewed by just two individuals.
In this final phase, the draft remains under wraps until the early morning hours before the speech, with von der Leyen, her cabinet head Bjoern Seibert, and communications chief Alexandra Henman guarding its contents. European Commission teams across departments work on numbers, policy recommendations, and stakeholder consultations, while the Directorate-General for Communication, led by von der Leyen ally Dana Spinant, prepares media materials.
The style of the speech is as crucial as the content, with the president focusing on delivering it effectively and handling potential hecklers.
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