Making the Most of Commencement Addresses - A Strategic Approach

This spring, commencement ceremony speeches have received much media coverage. Most years, the “New York Times” and “Wall Street Journal” mention a half dozen addresses, and then it’s done. But this year’s crop is different. These headlined addresses, created in a volatile political environment, tend to be less of a universal vision and more partisan angst-driven.

Yet, in the midst of the carnage, there will be many commencement addresses that deserve to be remembered. It is up to communicators to make that goal a reality.

By late June 2017 guest speakers will have shared their thoughts with millions of graduates at more than 4,700 institutions of higher learning across the USA.

Of all the speeches a senior corporate, government, NGO leader – or a celebrity -- may deliver, few bring greater emotional return to the speaker – and the potential for touching and changing lives – than addressing the commencement ceremonies of their alma mater.

Of course, there is the famous Davos World Economic Forum…with its global prestige, and major ego gratification. There is a long list of major keynote opportunities addressing issues important to a broad range of stakeholders. However, coming home to speak from the podium, with the College President and Deans of “your “school sitting on the same stage, is beyond special.

No locale offers a more rewarding dais for sharing largely unfiltered beliefs, visions, life stories and a few grains of advice than the place where he or she drank bad coffee, crammed and sweated out classes and grades.

In and of itself, there is pressure to perform and produce. After all, the speaker will be compared to commencement keynoters ranging from Noble Prize winners and pop stars to business titans and ex-U.S. Presidents.

And, because of the reach of a commencement address, there is even more pressure to produce a much better than average speech, regardless of the speaker’s rank or relationship to the locale. Plus, with a dynamic multi-level communications approach in-place, it’s possible to increase the speech's value as it expands the footprint of the speaker’s organization and the host academic institution.

So, it’s vital to build a relevant, innovative and inspirational speech with universal reach. Many list Steve Jobs’ 2005 Stanford address as the perfect model. A great text, but there are others. Toni Morrison’s “Be Your Own Story” (Wellesley, 2004), David Foster Wallace’s “Real Freedom” (Kenyon University, 2005) and John F. Kennedy’s “We All Breathe the Same Air” (American University, 1963) are a few of the many providing excellent words, themes and models.

Along with students, parents and administrators, the audience will include professors, politicians, shareholders, the media and the university’s communications pros. In addition, the orator can influence the opinions and actions of a huge group, far beyond the hallowed commencement grounds.

In short, it’s a rare opportunity. Get the most out of it!

That’s why a detailed, strategic communications plan needs to be in place well before the speaker steps to the podium. In my next post, I’ll suggest ways to create a communications strategy that can increase the range and impact of a commencement address.