The Art of Speechwriting
Public Relations practitioners frequently are called on to write a speech for their employers or clients.
Large corporations employ speechwriters.
Smaller organizations often use professional freelance writers.
Some organizations simply have speeches written in house by their own public relations staff.

Research is the First Step
Several preliminary steps must be taken before a speech outline can even be started.
Step One: Research the intended audience of the speech:
How many people?
What time of day?
Purpose of the meeting?
Other speakers on the program?
A speech writer will find the answers to these questions by talking with the organizers of the event or meeting. DON'T accept vague answers, keep asking follow-up questions until you have a complete picture.

Speaker Training and Placement
Giving speeches and presentations is an important part of an organization's efforts to reach out to its publics.
This can:
  1. Build relationships through face-to-face interaction
  2. Add a human dimension to any organization
  3. Offer the chance for interaction between a speaker and the audience

Executive Training
Because of the demand for speech-writing skills in the business world, as well as the demand for more disclosure and accountability from organizations, many organizations are turning to the speaking platform, and are training their professionals accordingly.

Scandals and crises make it even more important for organizations to be able to communicate effectively and timely to its publics to uphold and buffer their images.
In response, many are taking courses to educate themselves on the art of public speaking.

  • Outside consultants who specialize in speech training are often called in to work with executive and staff.
  • Good public speaking skills has almost become a requirement or prerequisite for any job in an organization.

Media Training
Media training is becoming increasingly important because of the use of news conferences and print and broadcast interviews. However, CEOs are not the only ones receiving this training, store and plant managers are also being trained because media often seeks to interview them on matters as well.
  • Most organizations rely on their in-house public relations department to provide media training.

Some ways public relations practitioners train executives include:
  1. Conducting a mock interview
  2. Videotaping the executive answering questions so that he/she can hear the tone of voice and observe their nonverbal communication

Media training can be divided into two parts:
  1. What to say
  2. How to say it
Speaker Bureaus
Speaker bureaus are made up of individuals who are capable of giving speeches and presentations, and in most cases, it is part of their job description.
Speaker bureaus train speakers, produce supporting audiovisual aids, and develop key messages about an organization, product or service.

An organization usually publicizes the existence of their speaker's bureau by preparing pamphlets or brochures.

Telephone Hotlines: operated by a trade association to provide quick answers, particularly to the media.
  • Usually a toll-free telephone service using the 800 prefix
  • Advantage: talking with the person immediately
Publicity Opportunities
The number of people a speech or presentation reaches can be greatly increased through publicity.
Before the Event:
  • Make sure the correct media is notified in advance
  • Arrange a Webcast of the speech depending on the length, importance and context of the speech.
After the Event:
  • Prepare audio, visual, and print news releases about the speech for distribution to media
  • Conversion of a speech into an op-ed article for newspapers and magazines
  • Speech reprint
  • Post the speech on the organizations's Web site
  • Submit speech to a publication