
And I would now like to CALL UPON OUR GUEST SPEAKER
By Brenda Craig
Speechwriter, journalist and editor
bacraig53@hotmail.comYou graciously accepted the invitation, and at the time it seemed like an opportunity to prove you’re at the top of your game, poised and thoughtful. Maybe you’re the president of a company, a community leader or involved in politics or the executive director of a business organization or the president of a college or university.
But now, that invitation is fast turning into a trip on the Titanic.
When you arrive at the event, you discover you’ll be last on the list of speakers. You’re sitting there listening as speaker after speaker touches on the points you planned to make. Suddenly it’s your turn and you’ve got five dangerous minutes ahead of you. The audience is tired. They have been mortally wounded by the previous gang of dull speakers and you’re about to finish them off by repeating what they have already heard.
The audience is looking up, they’re looking down, and they’re looking at the exits! If they get up and actually start to leave, you think you just might actually faint right on the spot.
If you were Tommy Douglas, one of the country’s natural born orators,
you’d know what to do. If you were Ronald Reagan, another gifted communicator, although he had some very talented speechwriters to help him when the going got tough, you would likely never have fallen into that trap.
Here are some rules of the game you can use to avoid some common
‘Podium pitfalls’.
“Know the batting order”
Knowing your place in the in the lineup makes a big difference to your game plan.
Take for example, the case of the speaker who found out at the last minute that he was the grand finale. Always ask, and in fact demand to know where you are going to be. Are you the opening act, or are you wrapping up the day.
If you are last, arm yourself with an interesting story to illustrate the points you want to cover. No one is likely to have the same story as you, and it’s the end of day, kept it short. You’ll be a beam of sunshine on a cloudy day.
“Tell Stories, Never Jokes”
Experienced speechwriters usually advise clients to avoid telling jokes. It’s very ‘risky business’ because there is an excellent chance, you will offend someone in your audience. A botched joke can stick to you for years.
What you can do is tell engaging stories. Think of employees who went the extra kilometer for the company, think about the day someone’s idea turned things around. Draw on those events that inspired you, or helped you see something more clearly and then share it with the audience. Ask your senior staff to brainstorm for interesting stories with you.
Use them to start your speech. Use them to make your speech more human and evocative and engaging. And use that story to drive home your message when you’re the last speaker of the day.
“Who am I talking to please?”
Effective speakers always know their audience. Think about who is sitting in those chairs. Do they have children; are they business people like you? What are they expecting to hear from you? What is the purpose of the meeting? Is the company on a roll, or are there some ruts in the road? Speakers who consider their audiences avoid errors of tone.
“Thanks very much, ladies and gentlemen, distinguished guests etc.”
We’re living in a busy contemporary world. You don’t have time, they don’t have time and it’s not necessary to greet everyone in the room before you begin to speak. Just say, thank-you. And then boot up that speech and hit enter.
“We think about 20 minutes should do it”
Twenty minutes! Twenty minutes. Abraham Lincoln’s Gettysburg Address, delivered to 15,000 people and considered one of the great speeches of all time was, only two minutes long.
‘Four score and seven years ago, our fathers brought forth upon this continent, a new nation, conceived in liberty…
It was so short the photographer later complained he didn’t have time to get a picture of Lincoln speaking. If they insist, that it’s 20 minutes or nothing, take nothing. Twenty minutes is too long. A speechwriter usually tells clients, a good speech takes about 1-2 hours per minute to write.
“The Message”
Premier Gordon Campbell recently became canon fodder for Vancouver columnist, Vaughn Palmer, after what he described as a particularly unfocused speech delivered to the Canadian Club in Ottawa. It was a rapid fire list of all the things the government of British Columbia was going to do. It had so many messages, the columnist said no one knew what Campbell wanted the audience to take away.
The reality of course, Campbell has an excellent story to tell. British Columbia's future has never been brigher, never been more sure. But the good news was, you couldn't, shall we say, see the 'forest for the trees'.
The problem was Campbell’s speech broke one of the fundamental rules. Stick to one or two key messages. You’re going tell your audience what you want to say, you’ll say it, tell them you said it and then say it again. You want to be completely in charge of the takeaway message.
And before I go.
Delivering a speech can be a wonderful exhilarating experience, if you’re prepared. You can really prove you are a person in charge of the moment. You can use as it call to action, a way to focus your employees, a way to influence your peers and enjoy yourself at the time. Just follow some of the fundamentals.
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