An active row normally contains an agent noun; a passive row normally contains the corresponding patient noun. The lām-imperative in a passive row is not the same as the direct second-person command.
VoicePastPresentParticipleCommand
Activeقَالَيَقُولُقَائِلٌقُلْ
Passiveقِيلَيُقَالُمَقُولٌلِيُقَلْ
لِيُقَلْ expresses that something should be said; قُلْ directly instructs the addressee to speak.