Whether you make speeches to motivate staff, to influence key opinion formers or to engage stakeholders, make sure your important messages do not fall on deaf ears. Our key note speaker is Paul Richards, a former special adviser to two Cabinet members and a journalist who has written for the national media. Paul runs master classes on giving speeches all over the world and Cobb PR is delighted to have pinned him down to breakfast in Brighton where he will share the secrets of great public speaking with you. Matt Adams, Internal Communications Specialist at Cobb PR, will also run a short session about how you can better engage your staff to improve productivity and performance. Your employees are your business’s most important asset. But you won’t get the most out of them unless they buy in to it and you.

1. Effective Speeches
With Cobb PR
by Paul Richards
Wednesday 8th May 2013

2. About Paul Richards
• Speech-writer
• International trainer
• Ex-Government adviser
• Parliamentary candidate

3. Do speeches matter?

4. Albert Mehrabian’s formula...

5. ...is nonsense
From the very beginning I have tried to
give people the correct limitations of my
findings. Unfortunately the field of self-
styled ‘corporate image consultants’ or
‘leadership consultants’ has numerous
practitioners with very little psychological
expertise.
(31 October 2002)

6. Hey everyone,
listen to me!

7. Friends, Romans,
Countrymen,
lend me your ears

9. • Close of play
• Face time
• Leverage
• Outside the box
• Paradigm shift
• Proactive
• Synergy

10. It’s not what you
say that matters,
it’s what they hear

15. Types of rhetorical devices
• Groups of three – triads
• Repetition
– Anaphora
– Epistrophe
• Alliteration
• Metaphors
• Images
• Contrasts
• Self-effacement
• Humour
• ‘Us and them’
• Anecdotes
• Rhetorical questions
• Dissonance
• Flattery

17. Groups of three – triads
Father, Son and Holy Ghost – The Bible
Bread, Peace and Land - Lenin
Of the people, by the people, for the people
– Abraham Lincoln
Veni, vidi, vici – Julius Caesar

18. Repetition
‘I have a dream’
– Martin Luther King
‘We shall fight’
– Winston Churchill
‘Yes we can’
– Barack Obama

19. Alliteration
I have a dream that my four little children will
one day live in a nation where they will not be
judged by the colour of their skin but by the
content of their character.
– Martin Luther King

20. Metaphors
The table of brotherhood
With this faith we will be able to transform the
jangling discords of our nation into a beautiful
symphony of brotherhood.
– Martin Luther King
An iron curtain – Winston Churchill

21. Images
Give us the tools and we will finish the job
– Winston Churchill
The road ahead will be long. Our climb will be steep –
Barack Obama
He did not riot – he got on his bike and looked
for work
– Norman Tebbit

22. Contrasts
• Young/old
• Black/white
• Light/dark
• Small/big
• Then/now
• Today/tomorrow

23. Self-effacement
I am no orator, as Brutus is;
But, as you know me all, a plain blunt man
- Mark Anthony
It is a more remarkable tribute to Diana than I
can ever hope to offer to her today.
- Earl Spencer

24. Humour
I want you to know that also I will not make
age an issue of this campaign. I am not going
to exploit, for political purposes, my
opponent's youth and inexperience.
– Ronald Regan

25. ‘Us and them’
…we managed to contrive to stop the ever
present paparazzi from getting a single picture
of her.
- Earl Spencer
An evil empire
- Ronald Regan

26. Anecdotes
You all did see that on the Lupercal
I thrice presented him a kingly crown,
Which he did thrice refuse… - Mark Antony
The last time I saw Diana was on July 1st, her
birthday, in London when typically she was
not taking time to celebrate her special day with
friends but was guest of honour at a fund-raising
charity evening. – Earl Spencer

27. Rhetorical questions
Did this in Caesar seem ambitious?
– Mark Antony
Here was a Caesar! when comes such another?
– Mark Antony
Why am I the first Kinnock in a thousand
generations to be able to get into university?
- Neil Kinnock

28. Dissonance
‘...my best friend for the last 16 years
the rock of our family,
the love of my life,
the nation's next first lady
Michelle Obama.’
- Barack Obama

29. Flattery
You are not wood, you are not stones, but men
– Mark Anthony
I will never forget who this victory truly
belongs to. It belongs to you. It belongs to
you.
- Barack Obama

30. Speeches are a tool of leadership

31. Thank you
Paul Richards
07973 834 285
pauladrianrichards@gmail.com