The Business of Government Speechwriting
“The Business of Government Speechwriting: How to Write Speeches that Create Value for Your Organization”
I delivered a session on this topic at NAGC’s 2012 Communications School (National Association of Government Communicators). Here’s a quick summary of my three key points:
1. Make a commitment right now to improve your speechwriting skills and put your speechwriting resources in order.
Study good speeches … read books on public speaking … identify websites that provide reliable reference material … assemble a solid research library … watch C-Span and ask yourself “What worked in that speech, and what didn’t work?” … find a good mentor … compile client information forms for each speaker you serve.
2. Evaluate everything in your organization’s speechwriting process.
How do you accept or decline speaking invitations? What’s your speechwriting timetable? How well do you know your audiences? Is it more effective to work solo or as part of a speechwriting team? What’s your review process? Do you spend too much time re-writing? Do you speeches get the media attention you want?
In each of my speechwriting seminars, I ask the attendees: “How much money does your organization waste on mediocre (or useless) speeches each year?” The answers can be sobering.
3. Each cost-effective speech must produce a significant benefit.
A great speech benefits the organization. It benefits the speaker. And, yes, it benefits the speechwriter. The best speechwriters are always polishing their skills and building their portfolios.
Are you getting proper returns on your speechwriting investments?