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SPEAK OUT WITH CLOUT
Preface
1. Speeches Satisfy
Who Will Listen?
What Speeches Do for You, Your Cause, or Your Company
For the Individual
For the Companies and Causes
The Message
How to Get Speaking Engagements
For Companies
For the Individual
2. Scripts
How to Use Scripts
How to Get It Down on Paper (Yourself or with the Help of a Ghost Writer)
Ideas and Words — Keep Them Simple
Ghost Writers
Visuals
3. Ready, Set, Go!
Ready
Set
Go
4. Questions and Answers
Answering Questions
Some General Guidelines
Recognize the Nature of the Question
Hecklers
When to Wrap It Up
5. Clients Question Me
6. The News Media and Your Speech
The Fourth Estate
The Nature of News and Newspeople
News Releases
Writing the News Release
Your Speech and the News Media
News Conferences
The Interview
Facing the TV Camera
A Final Word about the News Media
Dedication
About the Author
Notice to Readers
Self-Counsel Press thanks you for purchasing this ebook
Contents
Life has been described as the thing that really happens to us as we’re making other plans. I had just changed the name of my speech business and was making plans to expand into other cities when writer-publisher Merle Dowd suggested that I write a book about speeches. I initially dismissed his suggestion since there had already been several thousand books written on the subject. But Merle had known me for several years, was familiar with my methods of teaching speakers, and figured my approach to public speaking could help a few people become better speakers without going through the agony of memory courses that don’t work[1] and speech courses that make you work forever.
Most courses on how to be a good speaker require learning memorization and other techniques, months of study, and continual practice. Each new speech means starting over almost from scratch. My method, simply put, calls for learning a few techniques for eye contact and for conversational reading which can make the words from a script come out sounding as extemporaneous as an ad-libbed speech. There’s no need to memorize anything, and the only practice needed is for those who don’t know how to read out loud to begin with, or one or two runthroughs with a new speech before giving it. With few exceptions, speeches, sermons, and opening remarks for seminars and panel discussion should be read and not ad-libbed. Reading scripts effectively is easier and less expensive to learn than speaking from memory, safer, and more comfortable for both the speaker and the audience.
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Now, if the whole argument between the regulated phone companies and the private Specialized Common Carriers (SCC) was as simple as the explanation I just used, AT&T and the other phone companies could have saturated television and radio with commercials explaining the problem, in so doing gain the public support needed to get Congress to overrule the FCC. But it wasn’t that simple. First of all, most people thought phone rates were too high and the phone companies were too big and rich. It was unlikely that public support for the monolithic industry would have come from an announcement saying competition from non-telephone companies was unfair.
Companies had to show, by comparison and by providing a brief history, how they provided the best telephone service at the lowest cost in the world. This approach required more time than a brief commercial. It required a tightly written speech giving a brief history of the system, how and why it became what it was, and how the service and cost to the consumer compared with other countries. The speech could take as little as 15 or 20 minutes to give with time left at the end for questions from the audience.
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