PUBLIC RELATIONS370February 28, 2011

LET’S TALK SPEECHWRITING

SPEECHWRITINGAUDIENCE RESEARCH

•WHO

•WHAT

•WHEN

•WHERE

•HOW MANY PEOPLE

SPEECHWRITINGAUDIENCE RESEARCH

•WHAT TIME OF DAY

•LENGTH

•WHAT IS THE PURPOSE

•WHO ELSE IS TALKING

SPEECHWRITINGLAYING THE FOUNDATION

•OBJECTIVE

•APPROACH

•STRATEGY

NONE OF THIS CAN BE DONE IF YOU DON’T KNOW THE SPEAKER’S STYLE

SPEECHWRITING

NONE OF THIS CAN BE DONE IF YOU DON’T KNOW THE SPEAKER’S STYLE

•PODIUM

•POWERPOINT

•HOW GOOD ARE THEY IN FRONT OF A GROUP?

•ONCE YOU KNOW WHAT YOU’RE DEALING WITH, CREATE AN OUTLINE THAT MEETS THE OBJECTIVES YOU OUTLINED

SPEECHWRITING NUANCES•USE PERSONAL PRONOUNS

•AVOID JARGON

•USE ROUND NUMBERS

PUBLIC SPEAKING IS BASED ON THE IDEA OF CONVERSATION. DON’T BE AFRAID TO BE

CONVERSATIONAL

SPEECHWRITING NUANCES

• USE CONTRACTIONS

• AVOID MODIFIERS…“VERY” IS VERY BAD.

• AVOID EMPTY PHRASES…IN SPITE OF

• WE’VE ALL BEEN IN THE ROOM FOR SPEECHES THAT WENT TOO LONG. STATE YOUR CASE. DON’T OVERSTATE YOUR CASE

SPEECHWRITING NUANCES

• BOLD VERBS

• THINGS DON’T GO UP; THEY SKYROCKET• YOU DON’T WIN; YOU LEFT THE COMPETITION IN THE

DUST• VARY YOUR SENTENCE LENGTH.

• USE QUESTIONS TO ENGAGE THE AUDIENCE

• COMPARE AND CONTRAST

SPEECHWRITING

• A DOUBLE SPACED PAGE IS ABOUT TWO MINUTES

• DON’T BE AFRAID TO TIME THE SPEAKER.

• DON’T BE SURPRISED TO WRITE MUTIPLE DRAFTS.

SPEECHWRITINGNUANCES

• THE LEAD ISN’T AS IMPORTANT.

• MANY PEOPLE ARE SETTLING DOWN AND WON’T HERE WHAT YOU SAY.

• USE THAT FIRST :30 TO THANK PEOPLE OR TALK ABOUT HOW GREAT BREAKFAST IS

SPEECHWRITINGNUANCES

• GIVE SPECIFICS• PEOPLE REMEMBER LESS OF WHAT

YOU SAY LIVE• POP YOUR KEY POINTS

SPEECHWRITING NONVERBAL COMMUNICATION

93% OF COMMUNICATION OCCURS THROUGH VOCAL AND NONVERBAL PERFORMANCE.

•SMILE•POSTURE•EYE CONTACT•ANIMATION•KINETICS (MOTION)

SPEECHWRITINGVISUAL AIDS

• SIGHT ACCOUNTS FOR 83% OF WHAT WE LEARN.

• WHEN A VISUAL COMMAND IS COUPLED WITH A VOICE COMMAND, RETENTION INCREASES 50%

• COLOR INCREAES INFORMATION ACCESS 26%

• VIDEO CAN INCREASE RETENTION BY 50%

• THE MORE BELLS AND WHISTLES, THE LESS TIME YOU NEED TO TALK.

SPEECHWRITING VISUAL AIDS

• POWERPOINT SUPPORTS A PRESENTATION. IT’S NOT THE WHOLE SHOW.

• DON’T REGURGIATE EVERYTHING YOU SEE ON A SLIDE.

• OFFER ADDED ANALYSIS ON SLIDES THAT YOU DON’T GO OVER IN THE PRESENTATION. LEAVE THEM WANTING MORE.

SPEECHWRITING VISUAL AIDS• POWERPOINT SUPPORTS A PRESENTATION.

• USE SLIDESHARE.NET

• USE SLIDES AS A CHANCE TO NETWORK.

• THINK ABOUT HASHTAGS

• OFFER YOUR CONTACT INFORMATION

OTHER FORMS OF SPEAKING

• PANEL DISCUSSIONS

• DEBATES

• EXECUTIVE TRAINING

• SPEAKER’S BUREAU

OTHER FORMS OF SPEAKING

ALL OF THESE CAN:

•ACCOMPLISH GOALS AND STRATEGIES FOR COMPANY

•ATTACT MEDIA COVERAGE

•GET YOU IN FRONT OF DECISION MAKERS

•CREATE EXTENDED REACH FOR YOUR BRAND

PITCH LETTER• Short introductory letter aimed at reporter.

• This lets the reporter know what is in this media kit.

• This explains why you specifically sent this to that reporter.

• This briefly explains why you think they should read the rest of your material.

• If it’s not personal, you’re wasting your time.

• This is a sales pitch.

PITCH LETTER IDEAS FROM BAD PITCH BLOG

• Hit with your best shot.

• Make it damn personal..

• It’s method, man.

• Letters delivered by email need different content than those delivered by envelope with stamp

• Consider mail and fax • Don’t rush it.

• Proofread. Proofread. Oh and then proofread again.

Pitch letter assignment• You will write a pitch letter to a real report on behalf of

your client.

• It will explain the subject matter in the media kit you’ll provide later in the quarter.

• It will explain why you think that reporter should cover the material about which you’re writing.

Pitch letter assignment grading

• If it’s not personal, you’ll get a C.

• Personal isn’t “I think you should cover this.”• Examples of similar stories or subject matter in the outlet is

more personal.• You never get a second chance to make a first

impression. I’ll double any grammatical error or typo.

• Your pitch has to be convincing.

Pitch letter in class assignment• Find five reporters or editors to whom you would send a

media kit on behalf of your client.

• Print out their name, title and contact information.

• Have a nice weekend, and good luck on your pitch letter due Monday at 3:10