Speech writing and public speaking can be two of the most intimidating things you’re ever asked to do. Whether you’re a practiced CEO or taking the stage for the first time, the pressure of a speech can be daunting. But the truth is, with the right preparation and a solid set of talking points, you or your client can speak with confidence.
You may work in public relations and write for a client. Or, you’re preparing to lead a training session. No matter the topic or goal, these five speech writing tips will help you write a speech to remember. Most importantly, they’ll showcase your expertise and help you feel prepared for any scenario.
1. Know your speech writing goal.
Before you start writing your speech, take a moment to clearly define your goal. Understand both what the audience expects and the desired outcome of the presentation. And just as importantly, identify how you want your audience to feel after listening to you.
- If you are in a crisis, your main goal may be to rebuild trust in company leaders. You also want to show empathy and understanding for the situation.
- When you talk to a professional group, your goal should be to share important insights or useful takeaways.
- At a fundraising event, the focus should be on highlighting the importance of community relationships and inspiring generosity.
As you prepare your speech, keep the goal front and center. Remember, it’s not only about what you say, but also how you say it.
Aim to connect emotionally with your audience. Avoid jargon and corporate buzzwords. Instead, speak plainly and sincerely to build trust and loyalty.
2. Identify your audience.
Once you know your goal, you’ll want to outline who will be listening to your speech. Who will be in the room or tuning in virtually? Tailoring your speech to your audience’s needs and expectations is key to keeping them engaged.
Different occasions attract different audiences, whether it’s a corporate event, a community fundraiser or a press conference. For example, your audience may include a mix of stakeholders, donors, employees and the media. Or, you may be talking to employees only. Each group will likely have different priorities and expectations, which is why it’s important to balance your messaging.
Prioritize these audiences and think through what each one needs to hear. Ask yourself the following:
- What questions or concerns might they have?
- Are there misconceptions or rumors you need to address?
- How can you increase brand awareness?
- Can you show appreciation to build brand loyalty?
When you give a speech, you have the opportunity to share your message to a captive audience – so take advantage!
You can include and share some secondary messages later. Use follow-up communications, social media, or one-on-one conversations after the event.
3. Find your voice.
This can be the most challenging step when the speech you’re writing isn’t your own. If you are writing a speech for an executive or client, it’s important to understand their style. You need to get into the mindset of the person who will deliver the speech.
First, do some research. Start by watching videos of the speaker’s past presentations. Pay attention to their tone, pacing, and phrasing.
Are they more formal or relaxed? Do they use humor or prefer to stick to serious messaging? Listen carefully to the words they use when they talk.
Take time to understand their message. This understanding helps you craft a speech that feels authentic and aligned with their personality.
Consider how your tone and language can align with your speech goal. A warm, conversational tone may work well for a community event. A more formal or authoritative tone works better for a shareholder meeting.
Once the speech is delivered, the speaker or organization “own” the message. This is why it’s essential to get the tone right from the start.
Consistency with your organization’s broader messaging is also important. This is a reason why partnering with a full-service marketing agency to help nail down your key messages can be beneficial. Having consistent brand messaging ready is a key component to an overall business and marketing strategy.
4. Define the key messages.
Key messages and talking points are the backbone of effective speech writing. They guide the structure, keep the speaker focused, and ensure the audience walks away remembering the most important points.
Similar to press releases, these main points act as the skeleton of the speech. However, you don’t want to overload your speech with key messages, which can cause you to lose your audience’s attention. So, aim for no more than three things the audience should walk away with either knowing or feeling. Supporting stories, data, or examples can help reinforce your messaging, add context and make them more relatable.
If your speech will likely get media attention, think about how soundbites will be received by a wider audience. Craft clear, concise and memorable (in a good way!) lines that reinforce your key messages.
In scenarios with multiple speakers, such as a panel or a press conference, collaboration is essential. Clearly defining who will cover what prevents unnecessary repetition of information. Also, this gives each speaker the opportunity to shine.
5. Think about what’s left unsaid.
No matter how thorough your speech, there’s always a chance someone will ask a question you didn’t address. Whether this speech is for a presentation, an event, or a press conference, it will likely be followed by a Q&A session. Take time to brainstorm potential questions, especially those tied to sensitive or controversial topics. Preparing answers in advance will help you navigate tricky situations with confidence and keep the narrative on track.
Consider practicing responding to questions with a team member or your client. This extra step in preparation will help you stay calm and appear ready for anything.
Additionally, if you notice a major topic area missing from your speech, you have the opportunity to work it in so the Q&A doesn’t get derailed. Writing out potential answers also helps you speak confidently when things go off-script.
And remember, speech writing can, and should, be fun. Think of it as an opportunity to connect and inspire. Whether you’re announcing new products and services, addressing a crisis, or thanking donors a well-crafted speech allows you to control the narrative and deliver your message straight to your audience.
And, if we can ever help you with that, give us a call. Want to read more about how to develop your skills or improve your marketing? Sign up for our monthly newsletter and stay ahead of the curve.
