jb2183 Chapter 16

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					Chapter 16
Speechwriting, Presentations, and Media Interviews

Research is the first step in speechwriting
Who is the intended audience?  Purpose/objective of the speech?
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– Inform or persuade or commemorate – What should it accomplish?

Who’s giving the speech you write?  What kind of facts/data do you need?
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A Speech has 3 parts
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Opening
– Get the audience’s attention – Point toward a conclusion – Tell the audience what the topic is, why it is important to them, and the direction you plan to take in addressing the topic

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Body
– Presents the evidence that leads to the conclusion – Facts, figures, examples, key points

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Closing
– Summarizes the evidence, what it means to the audience

Before you write the speech
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Write an outline
– Beginning – Middle – end

Get it approved by the speaker  Many speakers revise outlines, so don’t feel dejected
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Before…
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Format of the typed speech - what do they prefer?
– – – – Double-spaced? Triple spaced? Capital letters? 14-20 point font - caps and lowercase heads and sub-heads Bold type

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Always have a back-up for less time

Coaching the speaker
Tone of voice  Emphasis on certain words, phrases, gestures  Rate of delivery
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Speechwriting for the ear
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Use personal pronouns:
– “You” and “we” - more conversational

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No jargon - too technical Simple words (say “newspaper” not “print media) “ Round numbers Use contractions Avoid empty phrases (keep it short) Active verbs - (I think instead of It is my conviction” Don’t use modifiers like “very” or “most” Use direct quotes Use questions Make comparisons

Non-verbal communication
S=smile  P=posture  E=eye contact  A=animation (energy & enthusiasm)  K=kinetics (motion - gestures)
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Other rules of speeches
Write in blocks and transitions  Less is best - no more than 20-30 minutes
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– 20 minute speech is about 2,500-3,000 words, or 10-pages double spaced
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Speaker can read about 150-160 words per minute Hostile audiences are the toughest Use visuals Use humor carefully Make sure facts are CORRECT! ALWAYS focus on the benefit!

Training for media interviews
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Teach CEOs and managers about how the media operates
– 20 minute interview is usually reduced to a :20 second story

Teach them how to answer a question in 15 seconds or less  Do mock interviews  Teach them not to get agitated
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Media Interviews
Know when to say no  Preparation is key – this isn’t a conversation, it is an orchestrated delivery of key points to be shared through a reporter  Print vs. Radio vs. Television vs. ??
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Preparation for Interview
Ask purpose of interview  Assemble facts about topic (rule of three)  Assemble facts about interviewer’s style  Set stage for interview (inside, outside, standing, sitting, etc.)
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Speaker’s Bureaus
Set up a list of speakers w/in the company  Experts on various subjects  Create a brochure listing the speakers and topics  List the speakers on your Web site  Always coach them before they speak
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Satellite Media Tours (SMTs)
Gaining in popularity  Keeps one person delivering message all over the country/world
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– Overcomes distance barriers

Interviewed in location different than the media but still allows for publicity, media coverage  Saves time and money - no traveling
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News Conferences
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Communication is two-way Only hold one if the announcement is NEWSWORTHY Can communicate message w/ all media at the same time Most are positive in intent Sometimes you have to call one to announce/answer questions about negative situations - much harder NEVER SAY “off the record” NEVER LIE OR SAY “NO COMMENT”

News Conference Scheduling
Include every medium  If paper distributes in afternoon, hold it in the morning, before the deadline  2 p.m. is about the latest if you want to make the evening news on TV  Regularly scheduled news conferences are called briefings
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News Conference Scheduling
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Distribute news releases before Make a media kit to hand out
– News release – Fact sheet of person delivering news and organizational background – Brochures/DVDs can be inserted

Check electricity, lighting, noise, visuals  Rehearse speaker  Check microphone  Put signs / logos of organization on podium  Arrive 30-60 minutes early  Have name tags
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Scheduling…
Convenient location - minimal travel time  Don’t select Fridays or evenings
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