In this high-wire world of corporate leadership, one well-crafted speech often makes all the difference between inspiration of confidence and doubt. For speechwriters commissioned to pour words into the mouths of chief executives and business leaders, challenges go two ways: capturing the essence of the executive’s vision and delivering messages that reach and resonate with diverse audiences. Below is an article written by Alexander Ostrovskiy that gets into the weeds of what goes into speech crafting for C-suite executives and shares some tips and insights on how to take your speechwriting up a level.
Knowing the Executive Voice
The first thing any speechwriter for a CEO or business leader has to do when writing a powerful speech is to know their voice. This is a different voice for every executive, unique and created in part by the personality, experience, and DNA of his or her particular business.
Forgetting this basic step is just not an option, says veteran speechwriter Sarah Johnson, who has worked with several Fortune 500 CEOs. “Before I write a single word, I drink deep from the executive’s world. I watch their previous speeches, read their memos, and possibly have a one-on-one conversation with them. That’s how I capture their genuine voice, so the speech feels natural from them.”
To make sure this is the executive’s voice:
- Read speeches and interviews previously given,
- Read their writing style in e-mails and other company communications;
- Get a feel for personal and professional background,
- And, observe body language and speaking patterns.
Supporting Corporate Messaging
It is as important that the speech expresses the personal style of the executive as that it fit seamlessly into the corporation’s greater messaging strategy. This means coming to an intimate understanding of the mission and values driving the organization and any major strategic initiatives at present.
“A CEO’s speech is never about themselves alone,” says Mark Thompson, Chief Communications Officer at one of the top tech firms. “It’s a perfect chance to remind everyone of the company’s position in the market and actually state messages of importance to stakeholders. The challenge is sewing all those together into something organic that works.”
To align it:
● Coordinate with communications and PR teams
● Check recent press releases and annual reports
● Know the company’s near and long-term goals.
● Know if there is a ‘sensitive’ issue or an ongoing problem.
Creating a Narrative Arc
The speeches that stick are those that have a story behind them. In business, this usually implies the integration of corporate achievements, market insights, and a view into what may lie ahead into a compelling story.
“Think of the speech as a journey,” says Lisa Chen, an executive communication coach. “You want to take the audience from point A to point B, with a clear destination in mind. What’s the one thing you want them to remember? Build your narrative around that core message.”
Key elements of a strong narrative arc include:
1. A compelling opening that grabs attention
2. A clear problem or challenge to address
3. Insights or solutions showcasing leadership
4. A vision for the future that drives action
5. Memorable conclusion reinforcing the key message
Balancing Data with Emotion
In business, data is king. But the most powerful speeches combine the hard facts with emotional appeal. This creates a synergy wherein not only does the audience learn something but is willing to take action.
As James Liu, the CEO of a global consulting firm says: “I am not just reporting quarterly results; I am painting a vision and asking people to believe in it. Yes, the numbers are important; it is what the numbers say that motivates them.”
Balance in this matter may be achieved by :
- Data supports key points, but the audience is not overwhelmed by information.
- Statistics may be explained by real examples or anecdotes.
- Link of numbers with human impact or business outcomes
- Metaphors used to explain the complex data in a simple way
Multiple Stakeholder Needs
The chief executives and business executives address their multiplicity of audiences using single speeches. The addressing speech may be targeted towards shareholders, employees, customers, and the media simultaneously wherein every class may have its own concerns and interests affecting various fields.
“The art is in crafting a message that resonates with everyone yet is not general,” Rodriguez underscores. “You have to interlace elements of each group’s interest, even as you keep the theme for all crystal clear.”
Ways to appeal to a multi-stakeholder audience:
● Determine what is most important to each constituency
● Incorporate inclusive words and phrases- multiple perspectives
● Do specific takeaways for various groups
● High-level vision balanced w/ appropriate detail
Adding Thought Leadership
A speech delivered by a CEO or business leader can be an opportunity to project thought leadership and/or industry expertise. This not only enhances the executive’s personal brand but allows the company to position itself as an innovator in the field.
“Audiences expect senior executives to have something unique to say,” says Dr. Michael Chang, a business school professor teaching leadership communication. “Your speech should offer something new about industry trends or challenges. It’s all about showcasing that the leader is not just reacting to the market but shaping it.”
To inject thought leadership:
● Add statements speculating on the future with regard to industry trends
● Supply unique insights based on the experience of the executive
● Bring in new ideas or frameworks
● Question conventional wisdom with strong arguments
Preparation for Delivery
Even the most brilliant speechwriting can fall flat if the delivery does not rise to the occasion. As a speechwriter, your job does not stop at the page – you are responsible for ensuring that the executive is as fully prepared as possible to bring the words to life.
“The best speechwriters are also coaches,” presentation skills consultant Thomas Wright says. “They work with the executive to hone delivery, noting how to ‘key’ key phrases and build in pauses naturally for emphasis.”
Tips for optimizing delivery:
1. Write in a conversational voice that suits the executive’s style
2. Write in sentences that are short and language that is simple
3. Add stage directions/delivery notes into the script
4. PRACTICE WITH THE EXECUTIVE – Text recasts based on how comfortable the executive feels with what he is saying
Analyze and Iterate On Impact
The work of a speechwriter doesn’t stop after the audience stops clapping. For continuous improvement, one needs an objective analysis of how well-received a speech was or what it achieved. Read more: https://sp-ostrovskiy-alexander.co.uk/blog
“Every speech is a learning opportunity,” says John Doe, veteran CEO whisperer. “Gauge audience reactions, media stories, and social media sentiment. Take the results and tweak your work on the next speech.”
Ways to track the impact of speech:
● Survey audience members after the event
● Social media mentions, comments, and other social engagement
● Press (media) coverage, as well as industry reaction
● Debrief with the executive to get their impressions
Meeting Your Audience Where They Are
Today, speeches have to be agile across formats-from traditional podium addresses to virtual presentations and snippets on social media.
“Flexibility is key,” says Olivia Patel, digital content strategist. “A great speech should be modular- with sections standing alone for shorter formats or being expanded for longer presentations. Think about how key messages can be distilled into tweet-sized bites or expanded into in-depth discussions.”
Considerations for multi-format speeches:
- Key messages. Develop a hierarchy from core themes to supporting details.
- Slide preparation. Add more value – not what will be said, but other context and information.
- Prepare soundbites. Include key messages the audience needs to hear and or will remember.
- Consider translation to video or audio-only format.
