The document provides guidance on effective speechwriting. It discusses knowing your audience and speaker, using logical (logos) or emotional (pathos) appeals depending on the situation, talking to the speaker beforehand, editing and rehearsing, and the importance of delivery beyond just reading the speech. Effective delivery involves making eye contact, conveying emotion, gestures, and not simply reading the remarks.

1. Speechwriting
March 17, 2011
PBRL 3012 - Persuasive PR Writing
Mount Saint Vincent University

2. “Don’t tell me words
don’t matter.”
http://www.youtube.com/watch?v=t6NS9unm-OQ
Before we get started - watch the first
two minutes or so.

3. Writing the spoken word.
- The oldest form of rhetoric
- Done well: Ignite passion, move nations
- Done poorly: Bore to tears, damage brands

4. Know your audience
- What will matter to them?
- What is likely to connect with them?
- What state of mind are they in?

5. Know your speaker
- What do they want to say?
- How do they speak?
- What are their strengths and weaknesses?

6. Logos and pathos,
I say.

7. Logos - appeal to fact
- Rational, factual, direct appeals
- Useful in crises or acute need for action
- Youtube: Obama’s response to BP spill

8. Pathos - appeal to emotion
- Emotive, passionate, inspired
- Useful in motivation, leadership, inspiration
- Youtube: Obama’s acceptance speech

9. Before you write
- Talk to your speaker
- Review previous speeches
- Understand their personal diction
- Understand the physical setup of the venue

10. George Bush at Ground Zero
As you watch, think about venue
and audience
George Bush addresses recovery
workers, Sept. 14, 2001.

11. As you write
- Use conversational language
- Include expressions and turns of phrase you
might not use in printed material
- Embrace the first person (especially in
emotional appeals)

12. As you write
- Think about the beginning, middle, end
- People especially remember your
introduction and conclusion.
- Write for the sound byte: Be quotable

13. After you write
- Edit, edit, edit
-Rehearse, rehearse, rehearse
- Share, share, share.

15. Delivery matters
- Great speeches are sometimes spontaneous
- Remember that you are writing for human
exchange
- Counsel your speaker to be human, to be
“real” - not simply to read remarks.

16. Delivery matters
How would you counsel Stephen
Harper following this speech?
Student faints during Harper
speech

17. Delivery matters
- Look up often, make eye contact
- Smile (when appropriate) and otherwise
convey the emotion yourself
- Use gestures and body language
- Never, ever “just read”

18. Concluding thoughts
- Choose a rhetorical approach (or combo)
- Know your audience and your speaker
- Know the venue
- Edit, rehearse, and share