Public Relations Writing: Lesson #12 - p. 1

Speechwriting

The subject in this lesson is speechwriting, including brief remarks, and informal presentations. In the age of television, these personal communications are increasingly important. Too often, they're left to luck, and your message gets left in the lurch. This week's lesson will help you make them a part of your overall campaign strategy.

"Communications theorists and public relations practitioners agree on a crucial point: face-to-face communication is the most persuasive of all the many communication tactics," says one authority1... "Thus, organized media such as a direct-mail brochure may cost-effectively reach great numbers of people; magazines and television may carry an organization's message to an even larger audience. But their effectiveness in persuasive communication pales beside the greater influence of direct, face-to-face communication. It should therefore be the first choice of public relations practitioners."

Speeches and presentations can be the center of your PR campaign. Imagine you're the press secretary in a political campaign. Depending on your strategy, you and the candidate may devote almost all your time to this type of communication. The same might be true for non-political PR campaigns promoting a cause of some kind, such as literacy -- which could involve a heavy schedule of speaking every fall (around the beginning of school) and every spring (around commencement).

The work you've done on your Message Planner will again be useful to you. By developing your message in a logical way, with supporting points to reinforce the message, you are already halfway to a completed speech.

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