Speechwriting

Speechwriting in its simplest form is the process of preparing a speech. It involves analysis of the audience and speaking situation; identification of a topic; development of arguments, appeals, and supporting materials; and ordering those materials in a systematic manner. Speechwriting in most corporate settings is much more complex, however, because the speech is often a statement of the organization's policy or position. Moreover, speeches remain one of the most important forms of communication employed by organizations. They are used to announce major policies and initiatives; restate positions; disseminate information; manage issues, image, and reputation; and persuade stakeholders to support the organization. Senior executives deliver speeches at annual meetings, to groups of employees, and to a wide variety of external stakeholders. Occasionally, CEOs take on celebrity status and may be called on to give speeches about social as well as general business issues to both domestic and international audiences.

The form of speeches prepared for executives vary from manuscripts to more general outlines or simple talking points. Although the nature of the speaking occasion will influence the formality of the speech, many executives favor manuscript speeches over outlines or talking points. Manuscripts allow for more precise language.

Corporate speechwriting usually involves a process of close collaboration of the executive speaker and a speechwriter or ghostwriter, and careful review of the speech by various aspects of departments of the organization. This process of [Page 800]speechwriting and review helps ensure that the speech is a corporate product and that it is fully vetted. Executive speeches are often reviewed by the public relations department, the legal department, and any other major divisions or departments discussed in the speech. This review process, although useful in ensuring that all statements are accurate and appropriate, sometimes reduces the quality of the messages. Professional speechwriters, for example, often complain that reviews by legal departments translate stirring prose into meaningless legalese. Mike Morrison, former speechwriter for Lee Iacocca, noted that the committee-written speech increasingly tends to be the norm in major corporations. Moreover, committee-written speeches often lack distinctiveness. Speechwriters often recommend, therefore, that these reviews be kept to a minimum.

Speechwriters also recommend that the writer get to know the speaker. This includes understanding the speaker's views on various issues, patterns of language use, pronunciation, interests, and backgrounds so that they may write more effectively in the speaker's voice.

Using a professional writer to prepare a speech for an executive is usually justified on three grounds. First, senior executives often do not have the time to research and prepare a speech. This lack of time is compounded by the fact that executives may give dozens of major speeches each year. Finally, executives rarely have the training or background to prepare a variety of successful addressees, tailored to a wide array of diverse audiences, focusing on a range of different topics. In essence, using a speechwriter improves the probability that an executive speech will have the desired effect. Despite these justifications, speechwriting does raise several ethical questions about honesty and authorship.