professional speech writers

professional speech writers

The Art and Science of Professional Speech Writing

1. Introduction to the World of Professional Speech Writing

A professional speech writing career requires a deep understanding of language as well as anything and everything the audience may inquire about in their fact-checking pastime. The speech writer must first and always precisely capture the voice of the company executive, politician, or luminary he or she is representing, while smoothly blending his or her authority with the substance of the speech. While this formula sounds easy enough in concept, in practice it can result in a speech that is stylistically staid, lifeless in its appeal, and unconvincing. The best corporate speech writers, however, are able to integrate the visions of the orator seamlessly, thereby broadcasting the same enthusiasm, trust, and persuasiveness observed in the public communication of the executive.

No other type of writing has the potential to instantaneously and directly affect people the way professional speeches can. While much speech writing in history has been rich in flourish, it is the actual content of a speech that has influenced the course of events and stirred millions to action. In modern parlance, speeches may take the form of an inspiring or persuasive keynote at a corporate event; a state of the union address given by a President; or even prop remarks at official ceremonies. Regardless of the particular audience or event, neglected detail can cause an uncomfortable public retraction. This exacting art is the world of professional speech writing.

2. Understanding the Audience and Purpose of the Speech

Professional speeches are commonly used for four major purposes: to inform – to educate and inform the audience about a new occurrence, event, topic, etc. It is usually very factual as it is the primary aim; to persuade – discussions that aim to change or strengthen the audience’s belief, attitude, and behavior, causing them to act (or act differently) on the information given. It appeals mostly to the emotion of the audience; to entertain – it perhaps has the simplest purpose and is intended only for the audience’s amusement rather than for educational or persuasive aims. Its content varies, but humor is often adopted; finally, the speech may “create” goodwill by expressing positive attitudes and emotions. It usually neutralizes the negative effects of poor decisions thus softening the atmosphere before controlled delivery of required information. The choice of speech purpose would also significantly influence whether the audience can decide the organizations or issues separately.

Before the commencement of the speech writing process, it is expected of the writer to carry out a variety of activities and personal skills that serve as a guideline in the entire process. This process begins with the understanding of the audience and outlines the specific characteristics of the audience to be reached. It focuses on aspects such as the age, gender ratio, educational background, experience level, interests, biases, attitudes, style, knowledge level, and expectations. The purpose of the speech is equally important. The primary and secondary objectives of the speech define what it should set out to achieve. Both audience and purpose are considered the determinants of content and purpose most crucial to the writer.

3. Crafting Compelling and Persuasive Messages

In this section, we outline the “Rosetta Stone” of human language—those key appeals that translate into meaningful persuasiveness when put into speech form. Following this understanding, we explore the role of storytelling in persuasive campaigns, along with the vertical evidence speeches require to make rational argument more than just a string of factoids. Advocates must be proving things through their claims and moving audiences to their preferred action by mitigating that evidence according to the audience’s preferred ethical filters. Finally, we consider the ethical considerations persuasiveness requires and how to best serve the speaker and audience through honesty.

In this section, we focus not on the art of public speaking, but the art of crafting powerful and persuasive messages out of mere words. We discuss the power of language and how we can use it to evoke emotions and inspire action. We also consider ideas in persuasive rhetoric, following the assumption that any message we put into the world as a professional speechwriter will be meant to change someone’s mind. Such a message in professional speaking can come from a variety of genres and occupational situations. As such, it can contain complex meaning and require a mastery of persuasive strategies that appeal to those meanings. In defining professional speaking, we understand that one’s purpose is to inspire action; thus, we will look at the writings of philosophers and theorists through a persuasive lens. We are not suggesting that all language is purposefully deceptive. Any truthful statement, especially intentions, can be spoken to hide, to hurt, to mislead, to protect, to persuade, or to entertain. In the case of persuasion, we want to make the audience feel, think, believe, or do something. We spoke about the successful aristocratic political speaking that happened in fifth-century Athens by examining the persuasive strategies politicians depended on to serve citizens’ needs. Today, it is commonplace to hear about the rules for personal appeal in public speaking. Often, these guidelines collectively box a speaker into personality and do not allow her to speak in public with sincerity, authenticity, and empathy.

4. Structuring and Organizing Your Speech Effectively

Place your key points in the body wherever the logic of your argument demands it. Each must move seamlessly to the next. Signal at least half of them with a verbal road flare. Transition. The most effective are previews of what is to come. Also use echoing. What you say just before a piece of evidence lends importance to the quote, as it is responsible for the audience’s conclusions.

There are many ways to organize the body. It can be a problem-solution format, chronological, process, or just the place to present competing points of view in a comparative analysis. Raise them in the question. Then lay out your answers. Keep in mind that all your research won’t be included in the speech, so use it to make the points not more important in the audience’s mind. Always seek to convince and reinforce, convince and reinforce, on your way to presenting the action you want the audience to take.

Like the intro, the conclusion must be etched in stone. It, too, is to be spoken-word perfect. The opening itself is the most important part of your speech. As every syllable must make the case for what is to follow, that is to say, the main points. Like the overture of a grand opera, it sets the theme and previews the music to come. One copywriting school taught as vital that the first sentence take a representative portion of the audience by the throat and never let go. Failure is not an option.

This is the most important part of the speech. The message here is that the speaker is fully and completely at the service of the audience. You make that clear by structuring your body around the storyline of the introduction. This common ground you share must be evident in your conclusion as well. There you confirm that you have led the audience “home.” You can demonstrate this best by structuring the telephone conversation as Ian Taco, Clyde Farnsworth’s creation, did in the lead to his 1997 New York Times obituary of the famous “Singin’ in the Rain” film star.

5. Mastering Delivery Techniques and Rehearsal Strategies

If your speech—if any part of a business presentation—relies on delivery techniques, all the more reason to perfect it with extensive rehearsal before the event. Many of these techniques will apply directly to the spoken word portions of a Toastmasters Ice Breaker, vocal variety exercises, or other similarly non-text heavy sections of a concert or theater performance. As with the writing exercises, I am going to suggest some ways to get feedback from others on the quality of your delivery and give you some tips on how to mentally assess your physical quirks so you can become more self-aware.

Practical wisdom on the mastery of delivery techniques that will help you communicate best with your audience follows. Also, I cover how to really absorb that kind of feedback and what you should focus on when assessing yourself. As fear of public speaking is quite normal, I give you some practical strategies to cope with stage fright and other anxiety.

As you stand before a podium or step out onto a stage, presentation skills become front and center in making your pitch. Presentation skills, together with the speech writing process and professional speech writing itself, can discern success from failure. That’s why this guide has focused not just on words, but delivery of those words and the refining and practicing process begun in this section.