How to break into speechwriting

In honor of Martin Luther King Day, and his memorable “I have a dream” speech, PWA thought it would be apropos to focus on the art of speechwriting and how to break into the field, which is equal parts magic, emotional pull and astute detective work.

Becoming your speaker

“The toughest but one of the most vital things about being a speech writer is understanding your speaker,” said Charlie Fern, who teaches a public relations class at St. Edward’s University and owns her own communications firm.

The former newspaper columnist got her start in speechwriting by crafting proclamations and greetings for Gov. Ann Richards.

Good speechwriters can literally “crawl into the brain” of their speaker and understand how they approach subjects, what words they use, what sort of humor they have and how they look at the world, she said. She used this method to land herself the job as First Lady Laura Bush’s personal speechwriter.

She suggests finding out what’s the speaker’s favorite book, what are his or her most important experiences and what are his or her top three goals and priorities. This helps in the delivery of the speech because the speaker has to be very, very comfortable with the words you are crafting for them and the ideas you are cobbling together.

Fern believes the satisfaction of crafting a speech from idea to delivery can be like birthing a child. “You’re creating this living breathing force that comes into this world and if it’s delivered correctly, lives.”

Make an impression

Sheila Allee is a local freelance speechwriter who also got her start as a journalist. She fell in love with writing speeches while working as deputy press secretary for Gov. Bill Clements.

The former Associated Press reporter stresses the importance of emotional appeal and good visual images.

“Good speakers craft their remarks so that they appeal to both sides of the brain,” she said.

A few key ideas to remember:  write shorter sentences, use words that can be spoken easily and write things that are repeatable.

Fern agrees. “Writing for the eye is so much different than writing for the ear.”

The importance of repetition

Allee stresses repetition and using creative language. Her recipe for a good speech is the following:  1) Tell them what you’re going to tell them. 2) Tell them. 3) Tell them what you’ve just told them.

“This formula, handled skillfully, helps an audience remember your key points,” she said.

Make it memorable

When crafting a speech, Fern looks for the “zinger”– a line that makes a speech memorable.

“There’s something of a thrill to see your speaker up there on camera saying that line and delivering it really well and then reading about it in the newspaper the next day,” she said.

Volunteering

Both Fern and Allee said the best way to get started in speechwriting is through volunteering. Choose an organization that interests you so you can invest genuine passion into your work.

“Most nonprofits would be glad to have a volunteer help with their public speaking opportunities,” Allee said.

Fern advises college students interested in the field to get an internship in a company’s public affairs or marketing division.

Shelia Allee provides speechwriting information on her blog at www.sheilaallee.com

Charlie Fern welcomes writers from PWA to contact her if they wish to sit in on one of her public relations classes at St. Edwards University. Visit www.charliefern.com or www.stedwards.edu.

Aaron Kubacak has a BS in Communication /Screenwriting from the University of Texas at Austin. His poetry has appeared in the pages of The Stray Branch Literary Magazine and Mystic Signals. His book of poetry, News From The Mountaintop, is available through amazon.com.

This post, as well as the remaining posts of January 2012, is edited by guest editor Carlos Gieseken.

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