Speechwriting Simplified (G052)

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WHY SHOULD YOU ATTEND?

People have been giving speeches dating back to the days when we lived in caves. In fact, for most of human history, oral presentations have been the most common way people have communicated important ideas and information. From the clan leader preparing tribe members for the hunt, to the priest preparing parishioners for the afterlife, to parents making up bedtime stories preparing young children for sleep, storytelling is an ingrained part of the human experience. It's also one of the most efficient and effective ways to approach speechwriting.

Whether you write speeches on a regular basis, now and again, have been assigned to "produce a draft" or simply want to add to your skills, this course offers a straightforward approach to crafting a successful speech based on techniques used by professional storytellers – journalists. Heather Marshall applies the storytelling skills acquired through her experience as a broadcast journalist and speech writer for politicians and senior government executives. The course provides a roadmap to speechwriting that steers you from planning to execution, including shortcuts for time-pressed writers.

WHAT WILL YOU LEARN?

How to:

• Apply the "W5 + 1H" of storytelling to speechwriting
• Assess and address the needs and expectations of the audience
• Think strategically in selecting your speech's focus
• Decide what to include and leave out
• Develop relevant messages that resonate
• Write the way people speak
• Reflect the speaker's style and rhythms
• Connect with an audience and hook your listener from the opening sentence
• Have a conversation with the audience, not preach a sermon
• Tie ideas together
• Use facts and figures to punch your points, not put people to sleep
• Leave them talking – generate a buzz after the speech is over

WHAT WILL YOU TAKE AWAY?

• Workbook
• Exercises and handouts
• Tips on meeting tight deadlines

Agenda
8:45 - 9:00	Introductions and Workshop Overview W5 - Approaching a speech the way a journalist tells a story Who you are writing for. What the speaker should say. Why the audience should care. When to call it a wrap. Where to turn for ideas and inspiration.
9:00 - 10:30	Session I – The Basics
9:00 - 10:00	W5 + 1H Who is your audience? Who's voice are you writing for? What's your story? Finding your focus Why it matters How to connect with the audience When to call it a wrap Where to turn for ideas and inspiration Exercise: Building an internal communications system
10:00 - 10:30	Exercise 1 Determine the focus of a potential speech based on real-life situations from the workplace Discussion
10:30 - 10:45	Break
10:45 - 12:15	Session II
10:45 - 12:15	The Mechanics: How to structure your speech Start with an outline – Identify your focus, supporting key messages and key facts to substantiate your story Every story has a beginning-middle-end Great beginnings Maintaining momentum through the middle Close with a bang
12:15 - 13:15	Lunch
13:15 - 14:45	Session III
13:15 - 14:00	Putting it into practice Exercise 2 Based on Exercise 1, develop a speech outline, including key messages Draft an introductory paragraph tailored to the target audience
14:00 - 14:45	Discussion and feedback
14:45 - 15:00	Break
15:00 - 16:15	Session IV – Tips and techniques
15:00 - 15:30	Pulling it all together Organize your ideas Write the way people speak Appeal to the listener's head – and heart Make it real: how to use facts, figures, examples, anecdotes, quotes and metaphors Do's and don'ts
15:30 - 16:15	Exercise 3 Make sense of this! Translate bureaucratese into real people terms Using plain language techniques and speechwriting tools, rework awkwardly-written extracts from actual speeches to make them more accessible and relevant to an audience Discussion
16:15 - 16:30	Review and Evaluation

All information is copyright © The Centre for Excellence in Communications (CEC) 2012.