Some speechwriters can give performance tips.
Photo: Jon Feingersh/Getty Images
Know Your Audience
Whether you want to pump up a stale speech or improve your speaker’s presentation skills, there are two things to consider before hiring a writer: the topic of the speech and the audience. While some speechwriters sell themselves based on their expertise in specific fields, having a particular background isn’t always essential, depending on your needs. “[When] working with a speechwriter, it really does help to have someone familiar with your industry, someone who knows the buzzwords and the issues. But if it’s a more general speech, any competent professional can do it,” says Illinois-based Alan M. Perlman, author of Writing Great Speeches and a speechwriter with more than 20 years’ experience writing for such corporations as General Motors and Kraft.Bring Ideas (and Your Speaker)
It sounds obvious, but getting your team to agree on the purpose of the speech before bringing in a writer will help the writer execute your goals faster, especially if you’re on a tight deadline. According to many speechwriters, working with execs to sift through content and come up with clear themes is the most challenging part of the process—and why so many speeches need help in the first place. “To make my job easier, it would be helpful to let me know what message you want to deliver and who you want to be, at least [during the speech],” says Jane Genova, president of Connecticut-based communications firm Genova Writing & More, which specializes in marketing and executive communications.
Some writers may also want access to the speaker before the research and writing process begins. “This is not a deal-breaker, but common sense says that speaker and speechwriter should get to know each other,” says Colin Moorhouse, a Vancouver-based freelance speechwriter who writes primarily for the Canadian government. “If clients haven’t given the speech much thought—as is often the case—[my] one and only meeting with the speaker may flounder a little. That’s why it is important to bring some of your own ideas to the table to kick-start a discussion. On occasion, I will even bring a suggested draft opening of a page or two, which also works to give the discussion some direction.”
Practice, Practice, Practice
A well-written speech is only half the battle. Once the right words are on the page, some writers can coach a speaker on how best to deliver the message, work the stage, and handle visual aids like PowerPoint. After all, who better to walk a speaker through a speech than the person who wrote it? Perlman recommends asking the writer up front if he or she is qualified and prepared to provide these services. “Having a speechwriter on site can be a great help, and to keep expenses down, planners should consider using a speechwriter who doesn’t have to travel far to get to the event, if that is feasible,” he says.
Whether you want to pump up a stale speech or improve your speaker’s presentation skills, there are two things to consider before hiring a writer: the topic of the speech and the audience. While some speechwriters sell themselves based on their expertise in specific fields, having a particular background isn’t always essential, depending on your needs. “[When] working with a speechwriter, it really does help to have someone familiar with your industry, someone who knows the buzzwords and the issues. But if it’s a more general speech, any competent professional can do it,” says Illinois-based Alan M. Perlman, author of Writing Great Speeches and a speechwriter with more than 20 years’ experience writing for such corporations as General Motors and Kraft.Bring Ideas (and Your Speaker)
It sounds obvious, but getting your team to agree on the purpose of the speech before bringing in a writer will help the writer execute your goals faster, especially if you’re on a tight deadline. According to many speechwriters, working with execs to sift through content and come up with clear themes is the most challenging part of the process—and why so many speeches need help in the first place. “To make my job easier, it would be helpful to let me know what message you want to deliver and who you want to be, at least [during the speech],” says Jane Genova, president of Connecticut-based communications firm Genova Writing & More, which specializes in marketing and executive communications.
Some writers may also want access to the speaker before the research and writing process begins. “This is not a deal-breaker, but common sense says that speaker and speechwriter should get to know each other,” says Colin Moorhouse, a Vancouver-based freelance speechwriter who writes primarily for the Canadian government. “If clients haven’t given the speech much thought—as is often the case—[my] one and only meeting with the speaker may flounder a little. That’s why it is important to bring some of your own ideas to the table to kick-start a discussion. On occasion, I will even bring a suggested draft opening of a page or two, which also works to give the discussion some direction.”
Practice, Practice, Practice
A well-written speech is only half the battle. Once the right words are on the page, some writers can coach a speaker on how best to deliver the message, work the stage, and handle visual aids like PowerPoint. After all, who better to walk a speaker through a speech than the person who wrote it? Perlman recommends asking the writer up front if he or she is qualified and prepared to provide these services. “Having a speechwriter on site can be a great help, and to keep expenses down, planners should consider using a speechwriter who doesn’t have to travel far to get to the event, if that is feasible,” he says.
