Speech writing and public speaking can be two of the most intimidating things you’re ever asked to do. Whether you’re a practiced CEO or taking the stage for the first time, the pressure of a speech can be daunting. But the truth is, with the right preparation and a solid set of talking points, you or your client can speak with confidence.
You may work in public relations and write for a client. Or, you’re preparing to lead a training session. No matter the topic or goal, these five speech writing tips will help you write a speech to remember. Most importantly, they’ll showcase your expertise and help you feel prepared for any scenario.
The most effective speeches balance emotional connection with clear messaging, tailored specifically to audience needs while maintaining an authentic voice.
1. Define your speech writing goal before writing a single word
Before you start writing your speech, take a moment to clearly define your goal. Think about the specific outcome you want to achieve with your presentation. And just as importantly, identify how you want your audience to feel after listening to you.
- Conference presentation: Share valuable insights and actionable takeaways that attendees can implement
- Fundraising event: Highlight the importance of community relationships and inspire generosity through storytelling.
- Crisis communication: Rebuild trust in company leaders while demonstrating empathy and understanding for the situation.
- Product launch: Generate excitement about what’s new while reinforcing brand values
Keep your goal central to every aspect of your speech. Remember, it’s not only about what you say, but also how you say it.
Aim to connect emotionally with your audience by avoiding jargon and corporate buzzwords. Instead, speak plainly and sincerely to build trust and loyalty.
2. Identify your target audience
Different occasions and events attract different audiences, so think strategically about who will be in the room or tuning in virtually. For example, your audience may include a mix of stakeholders, donors, employees and the media. Or, you may be talking to employees only. Each group will likely have different priorities and expectations, which is why it’s important to balance your messaging.
Prioritize these audiences and think through what each one needs to hear. Ask yourself the following:
- What questions or concerns might they have?
- Are there misconceptions or rumors you need to address?
- How can you increase brand awareness?
- Can you show appreciation to build brand loyalty?
- What are their intentions behind listening to your speech?
When you give a speech, you have the opportunity to share your message to a captive audience – so take advantage! Secondary messages can be shared through follow-up communications, social media, or one-on-one conversations after the event.
3. Find your authentic voice
Your voice in speech writing refers to the distinctive tone, word choice, pacing, and personality that makes a presentation sound authentic to the speaker. Voice includes formal vs. casual language, use of humor, phrasing patterns, and overall communication style.
This can be the most challenging step when the speech you’re writing isn’t your own. If you are writing a speech for an executive or client, it’s important to understand their style. You need to get into the mindset of the person who will deliver the speech.
- Watch video recordings: Study videos of the speaker’s past presentations, paying attention to tone, pacing and phrasing
- Identify their style: Determine if they’re more formal or relaxed, whether they use humor or serious messaging
- Listen to word choice: Note the specific words and phrases they use when speaking naturally
- Understand their message: Ensure you can articulate their perspective and values accurately
Consider how your tone and language can align with your speech goal. A warm, conversational tone may work well for a community event. A more formal or authoritative tone works better for a shareholder meeting.
Once the speech is delivered, the speaker or organization “owns” the message. This is why it’s essential to get the tone right from the start.
Consistency with your organization’s broader messaging is critical. This is a reason why partnering with a full-service marketing agency to help nail down your key messages can be beneficial. Having consistent brand messaging ready is a key component to an overall business and marketing strategy.
4. Define the key messages
Key messages are the 2-3 core ideas that you want your audience to remember after your speech. These messages act as the skeleton of your presentation, guiding structure and keeping the speaker focused.
However, you don’t want to overload your speech with key messages, which can cause you to lose your audience’s attention. So, limit your speech to three key messages or things the audience should walk away with either knowing or feeling. Supporting stories, data, or examples can help reinforce your messaging, add context and make them more relatable.
If your speech will likely get media attention, think about how soundbites will be received by a wider audience. Craft clear, concise and memorable (in a good way!) lines that reinforce your key messages.
For events with multiple speakers, such as a panel or a press conference, collaboration is essential. Clearly defining who will cover what prevents unnecessary repetition and gives each speaker the opportunity to shine.
5. Think about what’s left unsaid with Q&A planning
No matter how thorough your speech, someone will likely ask a question you didn’t address. Whether for a presentation, an event, or a press conference, most speeches are followed by a Q&A session. Take time to brainstorm potential questions, especially those tied to sensitive or controversial topics. Preparing answers in advance will help you navigate tricky situations with confidence and keep the narrative on track.
How to prepare for post-speech questions:
- Brainstorm potential questions: Especially those tied to sensitive or controversial topics
- Prepare answers in advance: This helps you navigate tricky situations with confidence and keeps the narrative on track
- Practice with a partner: Rehearse responses with a team member or your client to stay calm and be ready for anything
- Identify gaps: If you notice a major topic missing from your speech during Q&A prep, work it into the main presentation so the Q&A doesn’t get derailed
And remember, speech writing can, and should, be fun. Think of it as an opportunity to connect and inspire. Whether you’re announcing new products and services, addressing a crisis, or thanking donors a well-crafted speech allows you to control the narrative and deliver your message straight to your audience.
And, if we can ever help you with that, give us a call. Want to read more about how to develop your skills or improve your marketing? Sign up for our monthly newsletter and stay ahead of the curve.
Speech writing FAQs:
The most important element is clearly defining your speech goal before you start writing. This includes understanding what the audience expects, the desired outcome, and how you want the audience to feel after listening. Your goal drives every other decision in the speech writing process, from tone selection to content prioritization.
Well… It depends! What is the speech’s purpose and is the speaker comfortable being on the mic? Less experienced speakers or high-stakes situations benefit from fully written speeches. Experienced speakers often prefer detailed talking points with key phrases and transitions written out.
In a crisis, the main goal is rebuilding trust in company leaders while showing empathy and understanding for the situation. The tone must be serious, empathetic and transparent.
At a fundraising event, the focus should be on highlighting the importance of community relationships and inspiring generosity through storytelling. The tone is typically warmer, more celebratory, and focused on shared values. The occasion dictates both the emotional target and the messaging priorities.
Memorable speeches combine emotional connection and authenticity with clear messaging. They include specific stories or examples that illustrate key points. They use plain language instead of jargon, maintain consistent tone, and leave the audience with concrete takeaways. Memorable speeches make people feel something, not just think something.
Many writers ignore the speaker’s natural voice by forcing formal language on a casual speaker or vice versa, creating an inauthentic experience.
Purely factual speeches that lack emotional connection fail to engage audiences, while skipping Q&A preparation leaves speakers vulnerable to being caught off-guard, which undermines credibility.
Perhaps most importantly, writers often focus on what they want to say rather than what the audience needs to hear, missing the whole purpose of effective speech writing.
