PUBLIC RELATIONS 370 February 28, 2011
LET ’S TALK SPEECHWRITING
SPEECHWRITING AUDIENCE RESEARCH <ul><li>WHO </li></ul><ul><li>WHAT </li></ul><ul><li>WHEN </li></ul><ul><li>WHERE </li></u...
SPEECHWRITING AUDIENCE RESEARCH <ul><li>WHAT TIME OF DAY </li></ul><ul><li>LENGTH </li></ul><ul><li>WHAT IS THE PURPOSE </...
  SPEECHWRITING LAYING THE FOUNDATION  <ul><li>OBJECTIVE </li></ul><ul><li>APPROACH </li></ul><ul><li>STRATEGY </li></ul><...
SPEECHWRITING <ul><li>NONE OF THIS CAN BE DONE IF YOU DON ’T KNOW THE SPEAKER’S STYLE </li></ul><ul><li>PODIUM </li></ul><...
SPEECHWRITING NUANCES <ul><li>USE PERSONAL PRONOUNS </li></ul><ul><li>AVOID JARGON </li></ul><ul><li>USE ROUND NUMBERS </l...
SPEECHWRITING NUANCES <ul><li>USE CONTRACTIONS </li></ul><ul><li>AVOID MODIFIERS… “VERY” IS VERY BAD. </li></ul><ul><li>AV...
SPEECHWRITING NUANCES <ul><li>BOLD VERBS </li></ul><ul><ul><li>THINGS DON ’T GO UP; THEY SKYROCKET </li></ul></ul><ul><ul>...
SPEECHWRITING  <ul><li>A DOUBLE SPACED PAGE IS ABOUT TWO MINUTES </li></ul><ul><li>DON ’T BE AFRAID TO TIME THE SPEAKER. <...
SPEECHWRITING NUANCES <ul><li>THE LEAD ISN ’T AS IMPORTANT. </li></ul><ul><ul><ul><li>MANY PEOPLE ARE SETTLING DOWN AND WO...
SPEECHWRITING NUANCES <ul><ul><li>GIVE SPECIFICS </li></ul></ul><ul><ul><ul><li>PEOPLE  REMEMBER LESS OF WHAT YOU SAY LIVE...
SPEECHWRITING NONVERBAL COMMUNICATION <ul><li>93% OF COMMUNICATION OCCURS THROUGH VOCAL AND NONVERBAL PERFORMANCE. </li></...
SPEECHWRITING VISUAL AIDS <ul><li>SIGHT ACCOUNTS FOR 83% OF WHAT WE LEARN. </li></ul><ul><li>WHEN A VISUAL COMMAND IS COUP...
SPEECHWRITING  VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. IT ’S NOT THE WHOLE SHOW. </li></ul><ul><li>DON ’T ...
SPEECHWRITING  VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION.  </li></ul><ul><li>USE SLIDESHARE.NET </li></ul><ul...
OTHER FORMS OF SPEAKING <ul><li>PANEL DISCUSSIONS </li></ul><ul><li>DEBATES </li></ul><ul><li>EXECUTIVE TRAINING </li></ul...
OTHER FORMS OF SPEAKING <ul><li>ALL OF THESE CAN: </li></ul><ul><li>ACCOMPLISH GOALS AND STRATEGIES FOR COMPANY </li></ul>...
PITCH LETTER <ul><li>Short introductory letter aimed at reporter. </li></ul><ul><li>This lets the reporter know what is in...
PITCH LETTER IDEAS FROM BAD PITCH BLOG <ul><li>Hit with your best shot.  </li></ul><ul><li>Make it damn personal. . </li><...
Pitch letter assignment <ul><li>You will write a pitch letter to a real report on behalf of your client. </li></ul><ul><li...
Pitch letter assignment grading <ul><li>If it’s not personal, you’ll get a C. </li></ul><ul><ul><li>Personal isn’t “I thin...
Pitch letter in class assignment <ul><li>Find five reporters or editors to whom you would send a media kit on behalf of yo...
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370 Pitch Letter_Presentations

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370 Pitch Letter_Presentations

  1. 1. PUBLIC RELATIONS 370 February 28, 2011
  2. 2. LET ’S TALK SPEECHWRITING
  3. 3. SPEECHWRITING AUDIENCE RESEARCH <ul><li>WHO </li></ul><ul><li>WHAT </li></ul><ul><li>WHEN </li></ul><ul><li>WHERE </li></ul><ul><li>HOW MANY PEOPLE </li></ul>
  4. 4. SPEECHWRITING AUDIENCE RESEARCH <ul><li>WHAT TIME OF DAY </li></ul><ul><li>LENGTH </li></ul><ul><li>WHAT IS THE PURPOSE </li></ul><ul><li>WHO ELSE IS TALKING </li></ul>
  5. 5. SPEECHWRITING LAYING THE FOUNDATION <ul><li>OBJECTIVE </li></ul><ul><li>APPROACH </li></ul><ul><li>STRATEGY </li></ul><ul><li>NONE OF THIS CAN BE DONE IF YOU DON ’T KNOW THE SPEAKER’S STYLE </li></ul>
  6. 6. SPEECHWRITING <ul><li>NONE OF THIS CAN BE DONE IF YOU DON ’T KNOW THE SPEAKER’S STYLE </li></ul><ul><li>PODIUM </li></ul><ul><li>POWERPOINT </li></ul><ul><li>HOW GOOD ARE THEY IN FRONT OF A GROUP? </li></ul><ul><li>ONCE YOU KNOW WHAT YOU ’RE DEALING WITH, CREATE AN OUTLINE THAT MEETS THE OBJECTIVES YOU OUTLINED </li></ul>
  7. 7. SPEECHWRITING NUANCES <ul><li>USE PERSONAL PRONOUNS </li></ul><ul><li>AVOID JARGON </li></ul><ul><li>USE ROUND NUMBERS </li></ul><ul><li>PUBLIC SPEAKING IS BASED ON THE IDEA OF CONVERSATION. DON ’T BE AFRAID TO BE CONVERSATIONAL </li></ul>
  8. 8. SPEECHWRITING NUANCES <ul><li>USE CONTRACTIONS </li></ul><ul><li>AVOID MODIFIERS… “VERY” IS VERY BAD. </li></ul><ul><li>AVOID EMPTY PHRASES…IN SPITE OF </li></ul><ul><li>WE ’VE ALL BEEN IN THE ROOM FOR SPEECHES THAT WENT TOO LONG. STATE YOUR CASE. DON’T OVERSTATE YOUR CASE </li></ul>
  9. 9. SPEECHWRITING NUANCES <ul><li>BOLD VERBS </li></ul><ul><ul><li>THINGS DON ’T GO UP; THEY SKYROCKET </li></ul></ul><ul><ul><li>YOU DON ’T WIN; YOU LEFT THE COMPETITION IN THE DUST </li></ul></ul><ul><li>VARY YOUR SENTENCE LENGTH. </li></ul><ul><li>USE QUESTIONS TO ENGAGE THE AUDIENCE </li></ul><ul><li>COMPARE AND CONTRAST </li></ul>
  10. 10. SPEECHWRITING <ul><li>A DOUBLE SPACED PAGE IS ABOUT TWO MINUTES </li></ul><ul><li>DON ’T BE AFRAID TO TIME THE SPEAKER. </li></ul><ul><li>DON ’T BE SURPRISED TO WRITE MUTIPLE DRAFTS. </li></ul>
  11. 11. SPEECHWRITING NUANCES <ul><li>THE LEAD ISN ’T AS IMPORTANT. </li></ul><ul><ul><ul><li>MANY PEOPLE ARE SETTLING DOWN AND WON ’T HERE WHAT YOU SAY. </li></ul></ul></ul><ul><ul><ul><li>USE THAT FIRST :30 TO THANK PEOPLE OR TALK ABOUT HOW GREAT BREAKFAST IS </li></ul></ul></ul>
  12. 12. SPEECHWRITING NUANCES <ul><ul><li>GIVE SPECIFICS </li></ul></ul><ul><ul><ul><li>PEOPLE REMEMBER LESS OF WHAT YOU SAY LIVE </li></ul></ul></ul><ul><ul><ul><li>POP YOUR KEY POINTS </li></ul></ul></ul>
  13. 13. SPEECHWRITING NONVERBAL COMMUNICATION <ul><li>93% OF COMMUNICATION OCCURS THROUGH VOCAL AND NONVERBAL PERFORMANCE. </li></ul><ul><ul><li>SMILE </li></ul></ul><ul><ul><li>POSTURE </li></ul></ul><ul><ul><li>EYE CONTACT </li></ul></ul><ul><ul><li>ANIMATION </li></ul></ul><ul><ul><li>KINETICS (MOTION) </li></ul></ul>
  14. 14. SPEECHWRITING VISUAL AIDS <ul><li>SIGHT ACCOUNTS FOR 83% OF WHAT WE LEARN. </li></ul><ul><li>WHEN A VISUAL COMMAND IS COUPLED WITH A VOICE COMMAND, RETENTION INCREASES 50% </li></ul><ul><li>COLOR INCREAES INFORMATION ACCESS 26% </li></ul><ul><li>VIDEO CAN INCREASE RETENTION BY 50% </li></ul><ul><li>THE MORE BELLS AND WHISTLES, THE LESS TIME YOU NEED TO TALK. </li></ul>
  15. 15. SPEECHWRITING VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. IT ’S NOT THE WHOLE SHOW. </li></ul><ul><li>DON ’T REGURGIATE EVERYTHING YOU SEE ON A SLIDE. </li></ul><ul><li>OFFER ADDED ANALYSIS ON SLIDES THAT YOU DON ’T GO OVER IN THE PRESENTATION. LEAVE THEM WANTING MORE. </li></ul>
  16. 16. SPEECHWRITING VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. </li></ul><ul><li>USE SLIDESHARE.NET </li></ul><ul><li>USE SLIDES AS A CHANCE TO NETWORK. </li></ul><ul><ul><ul><li>THINK ABOUT HASHTAGS </li></ul></ul></ul><ul><ul><ul><li>OFFER YOUR CONTACT INFORMATION </li></ul></ul></ul>
  17. 17. OTHER FORMS OF SPEAKING <ul><li>PANEL DISCUSSIONS </li></ul><ul><li>DEBATES </li></ul><ul><li>EXECUTIVE TRAINING </li></ul><ul><li>SPEAKER ’S BUREAU </li></ul>
  18. 18. OTHER FORMS OF SPEAKING <ul><li>ALL OF THESE CAN: </li></ul><ul><li>ACCOMPLISH GOALS AND STRATEGIES FOR COMPANY </li></ul><ul><li>ATTACT MEDIA COVERAGE </li></ul><ul><li>GET YOU IN FRONT OF DECISION MAKERS </li></ul><ul><li>CREATE EXTENDED REACH FOR YOUR BRAND </li></ul>
  19. 19. PITCH LETTER <ul><li>Short introductory letter aimed at reporter. </li></ul><ul><li>This lets the reporter know what is in this media kit. </li></ul><ul><li>This explains why you specifically sent this to that reporter. </li></ul><ul><li>This briefly explains why you think they should read the rest of your material. </li></ul><ul><li>If it’s not personal, you’re wasting your time. </li></ul><ul><li>This is a sales pitch. </li></ul>
  20. 20. PITCH LETTER IDEAS FROM BAD PITCH BLOG <ul><li>Hit with your best shot. </li></ul><ul><li>Make it damn personal. . </li></ul><ul><li>It’s method, man. </li></ul><ul><ul><li>Letters delivered by email need different content than those delivered by envelope with stamp </li></ul></ul><ul><ul><li>Consider mail and fax </li></ul></ul><ul><li>Don’t rush it. </li></ul><ul><li>Proofread. Proofread. Oh and then proofread again. </li></ul>
  21. 21. Pitch letter assignment <ul><li>You will write a pitch letter to a real report on behalf of your client. </li></ul><ul><li>It will explain the subject matter in the media kit you’ll provide later in the quarter. </li></ul><ul><li>It will explain why you think that reporter should cover the material about which you’re writing. </li></ul>
  22. 22. Pitch letter assignment grading <ul><li>If it’s not personal, you’ll get a C. </li></ul><ul><ul><li>Personal isn’t “I think you should cover this.” </li></ul></ul><ul><ul><li>Examples of similar stories or subject matter in the outlet is more personal. </li></ul></ul><ul><li>You never get a second chance to make a first impression. I’ll double any grammatical error or typo. </li></ul><ul><li>Your pitch has to be convincing. </li></ul>
  23. 23. Pitch letter in class assignment <ul><li>Find five reporters or editors to whom you would send a media kit on behalf of your client. </li></ul><ul><li>Print out their name, title and contact information. </li></ul><ul><li>Have a nice weekend, and good luck on your pitch letter due Monday at 3:10 </li></ul>

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