Delivering A Speech For Work, What Your Audience Will Remember.

Over the years, speech delivering has evolved with many new techniques and styles that have brought changes to both the look and feel on stage, but also the way the content is delivered. As examples, we have seen talented speakers who will master the art of listing and repetition, making their speeches an enjoyable experience. We have also seen the emergence of TEDx Talks and motivational speakers who centre their messages around a strong performance and a choice of words, tone, and rhythm which will make it memorable for their audience. As we grow professionally, we are sometimes requested to deliver speeches for work, but how do we make sure we deliver a message that will resonate with the audience, that will captivate them, and most importantly, that they will remember?

As a communication professional, I have had the opportunity to support many speakers in drafting their remarks for events. This was an occasion for me to observe the reactions of the audience and have a better idea of what resonates with them when they listen to a speaker. After giving a speech, a good mechanism to measure your success as a speaker is to hear the guests tell you “I really loved when you said…”, “The way you emphasized on the importance of (…) was exactly what we needed”, and the best one “I want to quote you on social media, can I use this quote?”. So, how do you package your content to increase your chances to receive these comments.

Assess the audience

Who exactly are you addressing? What is their preferred language? What is their age, their gender? Who are the VIPs to be considered? If you know who is in your audience, you have an idea of what resonates with them, and therefore how to address them. Assessing your audience will help you tailor a meaningful message with higher chance of reaching the majority.

Observing protocols and pronouncing names and titles right

Depending on the importance of the event, you will have to mention names and titles in your remarks. As much as it can be difficult to pronounce some names right depending on the language, the right pronunciation showcases the level of respect you have for the guests and helps establish a strong contact with your audience. In case you are uncertain of the pronunciation of their names or if their titles are up to date, it is important to take sometime before your address to connect with the guests and ask if your pronunciation and information is accurate. Respectful greetings and proper observation of protocols will set a strong tone and establish mutual respect between you and the audience.

They want to listen to you, not to an audio version of your brochure or website

As much as it is important to properly reference your institution and the work they do, copy pasting sentences from the brochure will sound too formal, too tailored, so not personal. The audience wants to hear, in your words, what your institutions does, and why they should care. In essence, it is the difference between “At Institution X, we work with leaders to enable communities to access to healthcare” and “Healthcare is a must for all of us, I believe it is of utmost importance that we all advocate for it”. Providing the audience with your personal view of what your institution does, makes your address believable because you said it in your own words. Tell them why you are proud of what you do, if you believe it, they will believe it, and therefore, they will remember it.

Also, if you are on stage, it might be because you have numbers to showcase, probably the 2367 people who accessed your services, or the 5,368,829 growth in revenues. However, rounding those numbers will have two benefits: (1) you will avoid having your mouth full if you say more than 2000 or more than 5,000,000 (2) your audience will not disconnect because of the complexity of the information. Simplified numbers are easier to remember. Therefore, speak in simple terms, manage the focus level of your audience. Converse with them, don’t lecture them. Explain to them, don’t teach them. Show them that the information you are sharing is easily understandable, don’t showcase your knowledge of technical words (which only your organization knows about).

Motivate, prompt, call to action

Now, why are you on stage in the first place? What is your message, why should people listen? Tell them, in your own words, the importance of the work you do, tell them “Healthcare means equal opportunity, healthcare is decency, healthcare is the tool to making sure we live longer and better as a community”. Help them see the vision you have, help them see your work through your eyes. To do so, do not hesitate to list and to repeat, “It is important for me, you, us…”, “We should continue to do it today, tomorrow, in the months and years to come, because this is how we will achieve our expected results”. Invite them to join you in your journey, prompt them to take action, motivate them, inspire them.

Thank stakeholders meaningfully

If your organization works in education, your audience will understand why stakeholders in education participate in the work, but not necessarily how they have contributed to your success. Maybe some will have read the brochure on the table, or the concept note before coming to the event, but is that enough? They need to know exactly why you are grateful, why not even with an anecdote. “When visiting our office, I remember the recommendation from this stakeholder to (…). What was only an idea back then has helped reshape our approach and therefore increase our results”. Don’t forget the small hands, the unsung heroes of your achievements. They too deserve recognition, and recognizing them will add to the connection you are creating with your audience.

Add a quote

As you might not be able to find the right words to share your message, the internet is a great resource for powerful quotes that can help support your message. Use one, show the audience that quote that helps you wake up in the morning to go to work, and why it should be at the core of how they perceive your work. If there is a quote from a personality you are sure the audience feels strongly about, even better.

Repeat, emphasize, reiterate

“Again, let us remember…”, “Change happens today, with us”, “Let me reiterate that it is our responsibility to take action” are elements that will give additional weight to your speech as they act as reminders and key takeaways. Remember, we only put reminders on things of utmost importance.

As much as there are many other key elements to making a powerful speech, I have come to realize over the years of supporting speakers that these aspects can contribute to a rememberable moment that the audience will want to spread. These of course do not remove the importance of practice to decrease the stress and increase your mastery of the moment.