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PRINCIPLES OF SPEECH WRITING

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THE SPEECH WRITING

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Speechwriting 101: Writing an Effective Speech

Whether you are a communications pro or a human resources executive, the time will come when you will need to write a speech for yourself or someone else.  when that time comes, your career may depend on your success..

J. Lyman MacInnis, a corporate coach,  Toronto Star  columnist, accounting executive and author of  “ The Elements of Great Public Speaking ,”  has seen careers stalled – even damaged – by a failure to communicate messages effectively before groups of people. On the flip side, solid speechwriting skills can help launch and sustain a successful career.  What you need are forethought and methodical preparation.

Know Your Audience

Learn as much as possible about the audience and the event.  This will help you target the insights, experience or knowledge you have that this group wants or needs:

• Why has the audience been brought together?
• What do the members of the audience have in common?
• How big an audience will it be?
• What do they know, and what do they need to know?
• Do they expect discussion about a specific subject and, if so, what?
• What is the audience’s attitude and knowledge about the subject of your talk?
• What is their attitude toward you as the speaker?
• Why are they interested in your topic?

Choose Your Core Message

If the core message is on target, you can do other things wrong. But if the message is wrong, it doesn’t matter what you put around it.  To write the most effective speech, you should have significant knowledge about your topic, sincerely care about it and be eager to talk about it.  Focus on a message that is relevant to the target audience, and remember: an audience wants opinion. If you offer too little substance, your audience will label you a lightweight.  If you offer too many ideas, you make it difficult for them to know what’s important to you.

Research and Organize

Research until you drop.  This is where you pick up the information, connect the ideas and arrive at the insights that make your talk fresh.  You’ll have an easier time if you gather far more information than you need.  Arrange your research and notes into general categories and leave space between them. Then go back and rearrange. Fit related pieces together like a puzzle.

Develop Structure to Deliver Your Message

First, consider whether your goal is to inform, persuade, motivate or entertain.  Then outline your speech and fill in the details:

• Introduction – The early minutes of a talk are important to establish your credibility and likeability.  Personal anecdotes often work well to get things started.  This is also where you’ll outline your main points.
• Body – Get to the issues you’re there to address, limiting them to five points at most.  Then bolster those few points with illustrations, evidence and anecdotes.  Be passionate: your conviction can be as persuasive as the appeal of your ideas.
• Conclusion – Wrap up with feeling as well as fact. End with something upbeat that will inspire your listeners.

You want to leave the audience exhilarated, not drained. In our fast-paced age, 20-25 minutes is about as long as anyone will listen attentively to a speech. As you write and edit your speech, the general rule is to allow about 90 seconds for every double-spaced page of copy.

Spice it Up

Once you have the basic structure of your speech, it’s time to add variety and interest.  Giving an audience exactly what it expects is like passing out sleeping pills. Remember that a speech is more like conversation than formal writing.  Its phrasing is loose – but without the extremes of slang, the incomplete thoughts, the interruptions that flavor everyday speech.

• Give it rhythm. A good speech has pacing.
• Vary the sentence structure. Use short sentences. Use occasional long ones to keep the audience alert. Fragments are fine if used sparingly and for emphasis.
• Use the active voice and avoid passive sentences. Active forms of speech make your sentences more powerful.
• Repeat key words and points. Besides helping your audience remember something, repetition builds greater awareness of central points or the main theme.
• Ask rhetorical questions in a way that attracts your listeners’ attention.
• Personal experiences and anecdotes help bolster your points and help you connect with the audience.
• Use quotes. Good quotes work on several levels, forcing the audience to think. Make sure quotes are clearly attributed and said by someone your audience will probably recognize.

Be sure to use all of these devices sparingly in your speeches. If overused, the speech becomes exaggerated. Used with care, they will work well to move the speech along and help you deliver your message in an interesting, compelling way.

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Principles of Speech Writing

Speech is classified according to Purpose—the Expository or Informative Speech, the Persuasive Speech, and the Entertainment Speech—and according to the Manner of Delivery—Reading /Speaking from a Manuscript, Memorized Speech, Impromptu Speech, and Extemporaneous Speech. Given the different Types of Speech , can you identify and explain what goes into preparing a Speech? What are the things to be done before the Speech is delivered?

First Principle: Choosing the topic

A Speech is meant to impart a Message to Listeners. The choice of topic may be up to the Speaker but, more often than not, the Speaker is given the topic because it is the central theme of a program, conference, or presentation. In .any case, the topic should be timely, meaning in existence at the present time (unless a historical event is the reason for the gathering). The topic should be interesting to you (the Speaker), of course, so that you will be enthusiastic in preparing and delivering the Speech. At the same time, it should be just as interesting to your Audience so that they will focus on your Speech and nothing else. If there is a conflict between what you want to say and what your Listeners want to hear, then it is the Audience who wins. A topic that is new, that has not been heard of before by your Listeners, is an attention grabber. So is a topic that is controversial as it encourages the Audience to listen carefully so they can choose a side.

It must be pointed out that when choosing a topic, the Speaker must ever be mindful of the culture of the Speaker and Listener, their ages, their gender as well as their social status and religious affiliation. It is good advice for the Speaker to choose a topic that is at the level of knowledge of both the Speaker and the Audience.

Second Principle: Analyzing the Audience

Before writing down anything about the Speech, one must engage in Analyzing the Audience. A Speech for one occasion cannot simply be used for another. There is no Speech that fits any and all occasions. Each speech has a different Purpose and a different Manner of Delivery. So, given the hundreds of thousands of Speech topics multiplied by the Types of Purpose and Types of Delivery, each Speech, even if delivered by the same person, is unique. Every Speech is specific to the Speaker and may be characterized by the topic chosen, the time and place of Delivery, and the configuration of the Audience listening to this particular Speech.

The Audience is one of the major factors that determine the uniqueness of the Speech. Just as there is no speech that fits all Public Communication Situation, there is no single Audience for a Speech. How do you analyze the Audience if you do not know who the Audience will be?

First , if possible, get or guess the demographic data of the audience: age, gender, ethnic background, occupation, economic and social status, etc., especially if one is addressing a business group, a student club, or a community organization. These data may influence the Audience’s reaction to the Speech. Moreover, the data will influence the way you will write the Speech—what points to choose, what to leave out, the words to use, and even what tone of voice will work on them.

Second , it is important to know the groups to which your Audience belongs as these groups hold certain beliefs and values. You may then be able to ascertain how your Listeners feel about certain issues without having to talk to each and every Listener or do a survey among them. 

Third , it is just as important to find out how your audience feels about the topic of your Speech and what they already know about it (so that you do not repeat it and bore the audience).

Finally , you should try to know how they feel about you as the Speaker and what they already know about you. The Speaker may be able to gauge this from the organizers of the event and the people who extended the invitation.

Third Principle: Sourcing the Information

This involves seeking out all the available means for finding materials to support the Speech. Good sources are newspapers, magazines, books, journals, or any reading material full of useful information. Search engines on the Internet such as Google or Yahoo may also be used. However, the best resource are people, especially the experts or those who are involved in the field to which the topic belongs. A Speech on “How to Take Care of Your Heart” may be built on reading materials, but a cardiologist (heart doctor) may give more accurate data while someone who has suffered a heart attack can provide real-life experiences that a Speaker may use to reach out and touch the Audience.

Information for any Speech topic must be relevant, that is, it discusses the topic directly; must be timely, meaning it focuses on the present or recent past; and must cover most, if not all, of the topic (unless the topic focuses only on a part of a general subject or issue). Information gathered must be at the level of knowledge of both the Speaker and the Audience, without offending any Listener.

Fourth Principle: Outlining and Organizing the Speech Content

This makes sense of all the research conducted. With all the information gathered for the Speech topic, it is quite easy to be overwhelmed. Although one may want to use all the information gathered, that is not possible, particularly since there is a time limit.

The first step is to sort the information into categories: statistics, testimonies and opinions, historical facts, etc. Or they may be classified according to the point they are making, specifically, that part of the topic to be discussed.

The next step is to organize the Speech itself. For this, the best method is an outline. Even a Manuscript Speech and a Memorized Speech begin with an outline, which is then filled out with supporting materials. There are different types of outlines that one can use depending on how the Speech is to be organized:

• Chronological Outline – a historical/time approach like from the past to the present. Example: Development of Ilocos Region from Martial Law to the Present
• Spatial/Geographical Outline – going from one place to another, from one direction to another. Example: The Heritage Churches of Pampanga
• Cause and Effect Outline – involves a discussion of both cause and effect of an issue. Example: The Fish Kill in Laguna de Bay Problem-Solution Outline – explains a problem and suggests a possible solution. Example: Cleaning Up Manila Bay
• Topical Outline – divides the topic into subtopics based on importance or interest value or simply because the topic requires it; for topics that do not fall under any of the previously mentioned outlines. Example: Social Media Have Made Us Anti-Social

Once there is an Outline, it will be easier to know which supporting material to use where. The outline also helps in pointing out whether a material may be useful or not.

There are two techniques to actually writing the speech, whether in full form for Manuscript or Memorized Speeches, or in outline form for Impromptu and Extemporaneous Speeches. The first technique is to Write the Body of the Speech first, filling in the content of the Speech later with supporting materials. Then write the Introduction and Conclusion after. The other technique is to Write the Conclusion first, which many find very helpful because it shows what the Speech ends with. On the other hand, some use the technique of Writing the Introduction first to guide the Speech in the direction one wants it to go, then filling in the Body and writing the Conclusion. Remember that for Extemporaneous (and even Impromptu) Speech, only the Introduction and the Conclusion can be written out in full. The Body of the Speech should remain in outline form.

Whichever technique works for you, the Speech, as written, should flow logically from one point to another. This logical progression makes it easy for the Speaker to Deliver the Speech whether in full form like the Manuscript or Memorized Speeches or in outline form like the Impromptu and Extemporaneous Speeches. As a reminder, do not forget the Audience when writing the Speech. They may have their own ideas and opinions about the topic of your Speech that may not necessarily agree with those of the Speaker.

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