Class Notes :: Steve MacDonald :: Speechwriting

Speechwriting

March 17, 2011PBRL 3012 - Persuasive PR Writing

Mount Saint Vincent University

“Don’t tell me wordsdon’t matter.”

http://www.youtube.com/watch?v=t6NS9unm-OQ

Before we get started - watch the firsttwo minutes or so.

Writing the spoken word.

- The oldest form of rhetoric

- Done well: Ignite passion, move nations

- Done poorly: Bore to tears, damage brands

Know your audience

- What will matter to them?

- What is likely to connect with them?

- What state of mind are they in?

Know your speaker

- What do they want to say?

- How do they speak?

- What are their strengths and weaknesses?

Logos and pathos, I say.

Logos - appeal to fact

- Rational, factual, direct appeals

- Useful in crises or acute need for action

- Youtube: Obama’s response to BP spill

Pathos - appeal to emotion

- Emotive, passionate, inspired

- Useful in motivation, leadership, inspiration

- Youtube: Obama’s acceptance speech

Before you write

- Talk to your speaker

- Review previous speeches

- Understand their personal diction

- Understand the physical setup of the venue

George Bush at Ground Zero

As you watch, think about venueand audience

George Bush addresses recoveryworkers, Sept. 14, 2001.

As you write

- Use conversational language

- Include expressions and turns of phrase youmight not use in printed material

- Embrace the first person (especially inemotional appeals)

As you write

- Think about the beginning, middle, end

- People especially remember yourintroduction and conclusion.

- Write for the sound byte: Be quotable

After you write

- Edit, edit, edit

-Rehearse, rehearse, rehearse

- Share, share, share.

Delivery matters

- Great speeches are sometimes spontaneous

- Remember that you are writing for humanexchange

- Counsel your speaker to be human, to be“real” - not simply to read remarks.

Delivery matters

How would you counsel StephenHarper following this speech?

Student faints during Harperspeech

Delivery matters

- Look up often, make eye contact

- Smile (when appropriate) and otherwiseconvey the emotion yourself

- Use gestures and body language

- Never, ever “just read”

Concluding thoughts

- Choose a rhetorical approach (or combo)

- Know your audience and your speaker

- Know the venue

- Edit, rehearse, and share