Media Training Worldwide President TJ Walker Looks at Johnnie Cochran's Rhetorical Legacy

TJ’s Insights

March 30, 2005

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Johnnie Cochran —Orator

"If it doesn't fit, you must acquit," Johnnie Cochran, O.J Simpson Trial

This was the famed attorney’s most famous line of his career. It was short, it rhymed, and it cut to a crucial matter in the eyes of jury members—how could OJ be the murderer if the gloves that were used by the perpetrator didn’t fit Simpson? Cochran delivered the line with conviction, sincerity, and passion—never mind that he didn’t write the line or think of it. He said it and he gets credit for it, just as Ronald Reagan gets the credit for saying “Tear down that wall Mr. Gorbechev! Even though presidential speechwriters penned the line.

Cochran was a powerful communicator for many reasons. Number one, Cochran enjoyed the spotlight. He clearly relished being in the limelight and that is half the battle.

Two, Cochrane focused on not only his words, but his visual image. He was always careful to project a highly polished image, down to his signature ties, shirt colors and suits.

Three, he projected great confidence in his client and in his arguments at all times. Four, Cochran always spoke with poise. He didn’t look down or read--he looked at jurors or the judge.

Five, Cochran had a distinct style. Beyond his clothing, Cochrane spoke in a fast, clipped style. Although I don’t usually recommend that people speak quickly, somehow it worked for Cochran. In his case, it even led to him being parodied on Seinfeld via the Jackie Chiles character.

Six, Cochran limited what he spoke about. He didn’t have to cover every aspect of his cases. His ego was strong enough to let Alan Dershowitz and the rest of the “Dream Team” soak up some of the limelight during the Simpson trial. A more insecure lawyer would have tried to hog all of the limelight.

Finally, Cochran was consistent. Whether he was appearing as a guest on the Tonight Show, hosting his own program on Court TV, or giving oral arguments in court, he always gave off the air of being supremely prepared, confident, and pleased with himself—without appearing to be smug. And that’s why he will go down in history as one of the top trial lawyers on the 20th Century.
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Author of Media Training A-Z
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TJ Walker
Media Training Worldwide
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Media Training Worldwide provides more media and presentation training workshops and seminars (54 separate courses) than any other company in the world. Media Training Worldwide also publishes more than 100 presentation training books, DVDs, CDs, and other information products and is the largest presentation/media training publisher in the world. For a product catalog or more information on training services call 800-755-7220 or visit http://mediatrainingworldwide.com/mediatrainingcatalogapril2004.pdf.

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