Speechwriting
March 17, 2011
PBRL 3012 - Persuasive PR Writing


Mount Saint Vincent University
“Don’t tell me words
don’t matter.”
  http://www.youtube.com/watch?v=t6NS9unm-OQ

  Before we get started - watch the firs...
Writing the spoken word.

  - The oldest form of rhetoric
  - Done well: Ignite passion, move nations

  - Done poorly: Bo...
Know your audience

  - What will matter to them?
  - What is likely to connect with them?

  - What state of mind are the...
Know your speaker

  - What do they want to say?
  - How do they speak?

  - What are their strengths and weaknesses?
Logos and pathos,
      I say.
Logos - appeal to fact

  - Rational, factual, direct appeals
  - Useful in crises or acute need for action

  - Youtube: ...
Pathos - appeal to emotion

  - Emotive, passionate, inspired
  - Useful in motivation, leadership, inspiration

  - Youtu...
Before you write

  - Talk to your speaker
  - Review previous speeches

  - Understand their personal diction

  - Unders...
George Bush at Ground Zero

  As you watch, think about venue
  and audience

  George Bush addresses recovery
  workers, ...
As you write

  - Use conversational language
  - Include expressions and turns of phrase you
  might not use in printed m...
As you write

  - Think about the beginning, middle, end

  - People especially remember your
  introduction and conclusio...
After you write

  - Edit, edit, edit

  -Rehearse, rehearse, rehearse

  - Share, share, share.
Delivery matters

  - Great speeches are sometimes spontaneous
  - Remember that you are writing for human
  exchange

  -...
Delivery matters

  How would you counsel Stephen
  Harper following this speech?

  Student faints during Harper
  speech
Delivery matters

  - Look up often, make eye contact
  - Smile (when appropriate) and otherwise
  convey the emotion your...
Concluding thoughts

  - Choose a rhetorical approach (or combo)

  - Know your audience and your speaker

  - Know the ve...
Class Notes :: Steve MacDonald :: Speechwriting
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Class Notes :: Steve MacDonald :: Speechwriting

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Class notes for a third-year course in Public Relations for university students. Prepared for a graduate-level course in Public Relations Education. Not an official document of Mount Saint Vincent University.

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Class Notes :: Steve MacDonald :: Speechwriting

  1. 1. Speechwriting March 17, 2011 PBRL 3012 - Persuasive PR Writing Mount Saint Vincent University
  2. 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. 3. Writing the spoken word. - The oldest form of rhetoric - Done well: Ignite passion, move nations - Done poorly: Bore to tears, damage brands
  4. 4. Know your audience - What will matter to them? - What is likely to connect with them? - What state of mind are they in?
  5. 5. Know your speaker - What do they want to say? - How do they speak? - What are their strengths and weaknesses?
  6. 6. Logos and pathos, I say.
  7. 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. 8. Pathos - appeal to emotion - Emotive, passionate, inspired - Useful in motivation, leadership, inspiration - Youtube: Obama’s acceptance speech
  9. 9. Before you write - Talk to your speaker - Review previous speeches - Understand their personal diction - Understand the physical setup of the venue
  10. 10. George Bush at Ground Zero As you watch, think about venue and audience George Bush addresses recovery workers, Sept. 14, 2001.
  11. 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. 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. 13. After you write - Edit, edit, edit -Rehearse, rehearse, rehearse - Share, share, share.
  14. 14. 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.
  15. 15. Delivery matters How would you counsel Stephen Harper following this speech? Student faints during Harper speech
  16. 16. 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”
  17. 17. Concluding thoughts - Choose a rhetorical approach (or combo) - Know your audience and your speaker - Know the venue - Edit, rehearse, and share

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