Principles of Speechwriting: Effective Speechwriting Elements. A speechwriter who prepares a text for public address should first consider whether he or she is going to deliver the speech personally and should be careful to select a topic which the potential audience will not strongly oppose. From the introduction of a speech to its conclusion, a speechwriter should have definite goals, present an appropriate discussion of the topic, and maintain an awareness of the personal characteristics of the speaker. To evaluate a speech, a public address critic should examine the use of five supporting elements of the text: (! illustration" (#! definition" ($! analogies" (%! statistics" and (&! language. 'n essence, effective speechwriters will assume a role: to some extent they must be able to impart confidence and to sense the character of an audience. ()A! •
. Beginning and Ending Your Speech
First impressions are very important, i mportant, as you know. A poor beginning may so distract or alienate your audience that you may never recover. Having a good beginning is a confidence booster and will propel you into the rest of your speech. In most speeches, just as in any essay, there are three objectives you need to accomplish at the outset: •
!et the attention and interest of your audience.
•
"eveal the topic of your speech.
•
#stablish your credibility and good will.
* Getting the Attention and Interest of Your Your Audience
$efore beginning your speech, wait until you have the attention of your audience. %ook at them and wait until all eyes are on you. If when you did your audience analysis, you determined that this topic will be of interest to them, keeping their attention is the only worry you have. If you determined that they will have little interest, you must generate some. Here a re some methods to help you: "elate the &opic to the Audience
$ring the topic home to your listeners. &hey will be more likely to be interested if the topic relates to their personal lives. •
'tate the Importance of (our &opic
'how your audience why your topic is important. )sing statistics would be useful in this area, if you have them •
'tartle (our Audience
'haring a shocking statistic or making a bold statement will grab the attention of your audience as well as introduce them to your topic. •
*Arouse the +uriosity of the Audience
raw your audience into your speech with several statements that pi-ue their curiosity. •
uestion the Audience
Asking a rhetorical -uestion or a series of -uestions is another way to get the attention of your listeners. •
$egin with a uotation
$eginning with a -uote from a famous writer, from the $ible or other book, fr om a poem or song, from a television show or movie is another way to arouse the interest of your listeners. •
&ell a 'tory
/e all love stories and they work well in your introduction. $e sure that your story relates to your topic and you are not just telling it for a laugh. * Reveal the Topic
In the process of gaining attention, be sure to state clearly the topic of your speech. If you do not, your listeners will be confused. And once they are confused, your chances of getting them absorbed in the speech are almost nil. &his is so basic, that it seems silly to have to mention it, but many speakers fail to do this . *Establish Good Will and Credibilit
&he last objective in the introduction is to establish your credibility, why you0re -ualified to speak on this subject. !ive your audience some reasons to believe that you know what you are talking about. #stablishing good will is essential if you are speaking to a hostile audience. (ou must make an effort to ensure that at your audience will at least consider your point of view. #nding your speech gracefully is an art. (our final impression will probably linger longer in the minds of your audience. &he conclusion has two functions: •
&o let the audience know you are ending the speech.
•
&o reinforce the audience0s understanding of , or commitment to, the central idea.
*Signal the End
It may seem obvious that you should let the audience know that you have come to the end of your speech, but some speakers end so abruptly that the audience in taken by surprise. How do you end1 2ne way is by using phrases like, 3In conclusion,3 3In closing,3 3%et me end by saying,3 34y purpose has been,3 or words to that effect. (ou can also let your audience know by the manner of your delivery, building to a clima5. *Reinforce the Central Idea
Here are several ways to reinforce your central idea: •
'ummari6e your 'peech
"estate the main points in different words. •
#nd with a -uotation
•
4ake a dramatic statement
•
"efer to the introduction
+ircle back to end where you began
Pr i nc i pl esOfWr i t i ngAGr eatPer s uas i v eSpeec h 1 .1 .Pr i n c i p l e sofWr i t i n gaGr e atPe r s ua si v eSp ee chByMr s .Mi l i sSe eh ome wo r ks h ee tf o r wr i t t enver s i onoft hi sPowerPoi nt 2. 2.Be gi n ni n gYo urSp ee chFi r s ti mp r e ss i o nsar ev e r yi mp or t a nt .Ap oo rb eg i nn i n gma y di s t r ac toral i enat ey ouraudi enc es ot ha ty o uma yn ev err ec ov e rHa vi ngagoodbe gi nni ngi s ac onfi denc eboos t er .I twi l l pr opel y out hr ought her es toft hes peec h.3.Th r e eBe gi n ni n g Obj ec t i v es Ge tt heat t ent i onandi nt er es tofy ouraudi enc e.Rev eal t het opi cofy our s peec h. Es t abl i s hy ourc r edi bi l i t yandgoodwi l l . 3. 4.Wher eDoISt ar t ?Bef or ebegi nni ngt os peak ,wai tunt i l y ouha vet heat t ent i onofy our au di e nc e.Lookatt he m unt i l a l l e y esar eony ou. 4. 5.At t ent i onGe t t i ngT ec hni que sRel at et heT opi ct ot h eAud i en ceBr i ngt het opi chomet o y ourl i s t ener s .The ywi l l bemor el i k el yt obei nt er es t edi ft het opi cr el at est ot hei rper s onal l i v e s.St at et heI mpo r t anc eofYourT opi cSh owy oura ud i enc ewh yy ourt opi ci si mpo r t ant . Us i ngs t at i s t i c swoul dbeus ef ul i nt hi sar ea,i fy ouha vet hem St ar t l eYourAudi enc eShar i ng as hoc ki ngs t at i s t i cormak i ngabol ds t at ementwi l l gr abt heat t ent i onofy ouraudi enc eas wel l asi nt r oduc et hem t oy ourt opi c . 5. 6.At t ent i onGe t t i ngTe chni que sAr ou set heCur i os i t yoft heAudi enc eDr a wy ou raudi enc e i nt oy ours peec hwi t hs ev er al s t at ement sorac t i ont hatpi quet hei rc ur i os i t y .Ques t i ont he Audi enc eAs k i ngar het or i c al ques t i onoras er i esofques t i onsi sanot herwa yt ogett he at t ent i onofy ourl i s t ener s . 6. 7.Begi nwi t haQu ot a t i onBegi nni ngwi t haquo t ef r o m af amou swr i t e r ,f r o mt heBi bl eor o t h erb oo k,f r o m ap oem o rs on g,f r o m at e l e v i s i o ns ho wo rmo v i ei san ot h erwa yt oar o us e t hei nt er es tofy ourl i s t ener s .T el l aSt or yWeal l l o ves t or i esandt he ywor kwel l i ny our i nt r oduc t i on.Bes ur et haty ours t or yr el at est oy ourt opi candy ouar enotj us tt el l i ngi tf ora l augh.At t ent i onGet t i ngT ec hni ques 7. 8.Don’ tFor gett oRev eal t heT opi cI nt hepr oc es sofgai ni ngat t ent i on,bes ur et os t at ec l ear l y t het opi cofy ours peec h.I fy oudonot ,y ourl i s t ener swi l l bec onf us ed.Andonc et he yar e c onf u sed,y ourc han cesofge t t i ngt hem a bs or bedi nt hes peec har ea l mos tn i l .Th i si ss o bas i c ,t hati ts eemss i l l yt oha vet oment i oni t ,butmanys peak er sf ai l t odot hi s. 8. 9.Es t abl i s hGoodWi l l andCr edi bi l i t y( Et hos )Thel as tobj ec t i v ei nt hei nt r oduc t i oni st o es t abl i s hy ourc r edi bi l i t y ,whyy ou' r equal i fi edt os peakont hi ssubj ec t .Gi v ey ouraudi enc e s omer e as on st obe l i e v et ha ty o uk no w whaty ouar et al k i ngabout .Es t abl i s hi nggoo dwi l l i s es s en t i al i fy oua r es pea ki ngt oaho st i l eaudi en ce.Youmus tma kea neff or tt oens ur et hata t y ouraudi enc ewi l l atl eas tc ons i dery ourpoi ntofv i ew. 9. 10.Th eBo dyo rSu b s t a nc eofY ou rAr g ume ntSi g na lt ot h ea ud i e nc ewh e ny o uar ec h a ng i n g po i nt sbys ay i ng :Fi r s t . .I na dd i t i o n… Mor e ov e r … Ul t i mat e l y …a ndb yu si ngb od yl a ng ua get o s howas hi f ti nt opi c
10.11.Th eBo dyofYo urAr g ume ntUs es p ec i fi ce x amp l e st os u pp or ty o urt h es i st h aty o ur au di e nc ewi l l u nd er s t a ndRa i s ea ndl o we ry o urv o i c et os h owe mp ha si sRe pe atc er t a i nca t c h p hr a s es( Ih av ead r e am)Mo v eab ou tt h ef r o nto ft h er o om L oo kar o un dt h er o om a sy ou r s peakAs kque st i o nsoft heaudi en cet ok eept he mi nt er es t edandpa yi ngat t ent i on 11.12.Speec hSt r uc t ur eI nt r o:getat t ent i onandi nt er es tofaudi enc e,r ev eal t het opi coft he s peec h,es t abl i s hc r edi bi l i t yBody :Ci t et wot ot hr eemai nr e as onst hats uppor ty ourt hes i s an dpr o vi d ee x ampl esf oreac h.Ad dr es st h eoppos i t i o nandc ount e rt hei rc l ai mswi t hy ou r owne vi denc eConc l us i on:Si gnal t heend,r ei nf or c et hec ent r al i dea,r es t at emai npoi nt s 13.Th es i sRe as o n1Re as o n2Re as o n3e x amp l ef a c tDe t a i l / c o mme nt a r ye x a mp l ef a c t c o un t e r a r g ume ntf a c te x a mp l ee x a mp l e 12.14.En di n gYou rSp ee chGr a ce f u l l ySi g na lt h ee nd :Sp ea k er swh oa br u pt l ywa l ko fft h es t a ge t ak et heaudi enc ebysur pr i s eUs et hephr as esl i k e:i nc onc l us i on,ul t i mat el y ,I nc l os i ng,Let meen db ys a y i n g,Myp ur p os eha sbe en . .Si g na lt h ee nd :i ny ou rb od yl a ng ua gean dt o ne 13.15.Rei n f or c et heCent r al I deaSummar i z et heout l i n eofy ou rs pee chRes t at et hema i npoi nt s i ndi ff er entwor ds 14.16.Fi na l l y , l ea v et hem t hi nk i ng,pas s i o na t e,andmo t i v at edEndwi t haquo t at i onMak ea dr amat i cs t at ementRef erbac kt ot hei nt r oduc t i on( es pec i al l yi fy oubeganwi t has t or y
*hat Are the )ey +rinciples of peech *ritingThere are so many different speeches that you can write, fitting for a whole range of different events. peeches can be written for weddings, for birthdays, civil ceremonies, graduations, funerals, anniversaries, even book launches /ost formal occasions provide an opportunity for a little speech 0eing tasked with the role of speech maker is scary *hilst it can seem like a fun role initially, when it comes to you having to write down the speech, and worse still, delivering the speech, suddenly that fun idea becomes a reality, as you stand up and face a waiting audience. 'f you have to write a speech, either for yourself to read or for someone else to deliver, here are a few tips to help you on your way. . ort out your research. 'f your speech is for a fun occasion, such as at a wedding or an anniversary party, then it is 1) to be a little lenient with the truth to ensure you get a few giggles. 0ut if the speech is say at your office2s annual review party, it needs to be technically correct. +rotect yourself from raving on and on about the great annual turnover achieved that year by ensuring you know the real turnover figure first The last thing you want to do is put your foot in it if the company2s experienced a downturn in the recession and half the people you2re preaching to have their 3obs on the line /ake sure you know your facts before you start basing a speech on them. #. 't2s all in the planning o as point above suggests, ensure that you have spent a bit of time researching your speech sub3ect, whoever or whatever that may be. 0ut keep that research well tailored" stick to one or two key
themes within your speech. ot only will this make your speech slicker, but it will also make it more memorable" both for you and for your audience. $. 4se real examples when highlighting a point in your speech. 'f your speech is formal, such as at a company launch, use examples to highlight sweeping statements about how creative the company is, or how it is built on a culture of education and further learning. 5on2t 3ust use wide, sweeping statements" make them personal to keep the speech as entertaining as possible. The same is true for informal speeches. *edding guests want to hear funny stories about the bride and groom, birthday parties want to hear embarrassing moments that the guest of honour has experienced, and wedding anniversary parties want to hear about why and how the couple have been so successful in staying together for such a long time. To keep your guests happy and entertained, interweave in some examples that highlight those two key ideas you are putting forward in your speech. %. *rite a speech in the way that you (or the person you are writing it for! speak(s! This will make it easier for the speech to be well delivered" as it will flow naturally off of the tongue. imilarly, if you write a speech out 6uite formally, you2ll end up delivering it this way, and so you may not successfully capture the tone that the event demands. The more conversational a speech sounds, the better the listeners will respond to it. A few tips to help you write down your speech in a conversational manner include: 7 )eep your sentences short, snappy and simple 7 4se contractions as you would in speech, such as 2'2m2 and 2we2re2 7 )eep the language style in line with how you usually speak. 5on2t use over complicated words to try to 2sound2 sophisticated or clever. 8ou may find that you end up stumbling on them. 7 9ead each iteration of your speech out loud so that you can really hear how it sounds each time you go to edit it.
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SPEECHWRITING GUIDE This guide is intended to help you, who for the rst ti!e h"s he"rd these frightening words# $Here, write " spee%h for the &oss'$ Resist fe"r' ()oid &eing glu!' (&"ndon "n*iety' The t"s+ !"y &e f"r si!pler th"n i!"gined' Spee%hwriting, "s the e*perts note, is " t"lent th"t uses %ert"in &"si% prin%iples' When these prin%iples "re followed, the result %"n &e s"tisfying for e)eryone# the spe"+er, the "udien%e "nd you, the writer' When " spee%h hits the !"r+, the (ir or%e &enets &y g"ining the underst"nding "nd support of the listener, the (!eri%"n t"*p"yer' The following is !e"nt to &e " pr"%ti%"l how-to guide' .&)iously there "re !"ny w"ys to t"%+le the spee%hwriting %h"llenge' .ur intent is to pro)ide so!e &"si% &uilding &lo%+s' The polish "nd tri! will depend on your own "rtisti% ide"s "nd your e/orts'
SPEECHWRITER ( spee%hwriter0s 1o& is twofold# 234 for!ul"te the !ess"ge "nd 254 write it in su%h " w"y th"t the spe"+er %"n "%hie)e " winning deli)ery' The su%%essful spee%hwriter &rings the "udien%e "nd spe"+er together' The spee%hwriter6s written $!ess"ge$ !ust re7e%t wh"t the spe"+er w"nts to s"y, %oupled with the interests "nd needs of the "udien%e' 8ost i!port"ntly, the spee%hwriter !ust t"+e "d)"nt"ge of this opportunity to rest"te %orpor"te !ess"ges th"t h")e &ro"d re"%hing i!pli%"tions for the United St"tes (ir or%e' While %orpor"te "nd lo%"l !ess"ges !ust %o!pli!ent e"%h other, signi%"nt "ttention !ust &e gi)en to eli!in"tion of "ny %ontr"di%tions fro! wh"t is &eing s"id n"tion"lly or intern"tion"lly "nd wh"t the spee%h writer pro)ides to his &oss to s"y "t the lo%"l le)el' Not une*pe%tedly, the spee%hwriter perfor!s !"ny fun%tions in the pro%ess of prep"ring " spee%h' 9ou will &e " rese"r%her, " %oordin"tor of ide"s, "n inno)"tor, "n "d)isor "nd " words!ith' (n e)"lu"tion step %loses the loo'
:(SIC RU;ES .R SUCCESS Rule 3#
Rule 5# Will the spe"+er $re"d$ the spee%h, or 1ust refer to it> The spe"+er should person"li=e the words' Try if you %"n, to $he"r$ the spe"+er0s )oi%e in your $!ind0s e"r'$
Rule ?# There !ust &e " !e"ningful %entr"l !ess"ge' C"ll it " %o!!er%i"l, or " +ey the!e &ut +eep in !ind th"t it is %ontent, not for!, th"t is %ru%i"l' Ide"s %"n %o!e fro! the +ey issues "nd the!es th"t "re "ppropri"te for the
"udien%e "nd %ru%i"l to the underst"nding of wh"t the (ir or%e is "ll "&out' Re!e!&er (ir or%e senior le"dership spe"+ "ll the ti!e "&out where the (ir or%e is "nd where it is going' :y using their +ey !ess"ges, your spe"+er g"ins " @he"ds-upA "d)"nt"ge in deli)ering %urrent "nd i!port"nt det"ils to the "udien%e' (ll words "nd phr"sing !ust "ssist in %on)eying this !ess"ge' If the writer holds !ore %on%ern for for!"t th"n %ontent, the he"rt of the !"tter will &e !issed'
Rule B# There !ust &e "&solutely no errors in f"%t' (ll d"t", uotes, e*"!ple, "nd %it"tions !ust &e "%%ur"te "nd un%l"ssied' There should "lso &e no %ontr"di%tions in poli%y' (ll (ir or%e le"ders should spe"+ with one )oi%e' :e "&le to gu"r"ntee it
RU;E# The $
Rule F# Produ%ing spee%hes is " %ooper"ti)e e/ort' Coordin"tion %"n ensure "%%ur"%y, "s well "s !"+e %ert"in it p"sses " poli%y "nd se%urity %he%+' Don0t let pride of "uthorship or " ti!e %run%h te!pt you to $go it "lone'$ Get !"ny pl"yers in)ol)ed you &e the %o"%h'
Rule # Use te%hnology to the fullest' The (ir or%e world-wide we&site, (ir or%e ;in+ 2http#www'"f'!il4 "nd %o!!"nders6 '!il restri%ted "%%ess sites su%h "s the @Issues P"geA 2http#www'issues'"f'!il4 "re gre"t "ssets when se"r%hing for topi%s or loo+ing for !"teri"l to support your spe"+er6s ide"s' The Defense Dep"rt!ent6s Defense ;in+ 2http#www'defenselin+'!il4 pro)ides " )"st "!ount of D.D "nd JCS infor!"tion th"t %"n &e used to @7esh-outA your spe"+er6s ide"s'
