What It Takes to Give a Great Speech

It's the season of speeches.

Every four years, Americans are treated to oratory by speakers of both parties who address their national party conventions. The purpose of such oratory is less to persuade than to fire up the attendees who will sally forth from their respective conventions determined to mobilize forces for their candidates up and down the ballot.

Some of the speeches are downright scary, while others are joyous and uplifting. Regardless, the focus on so many speeches in such a condensed period of time emphasizes the power of the spoken word.

As a former speechwriter turned executive coach, I have helped many women and men hone their messages. I want to share a few things I have learned, mainly through trial and error.

Know your audience. People want to hear what you say, but you need to do your homework before you can connect. Understand what the audience expects of you and tailor your remarks to resonate with their needs.

Acknowledge your limitations. Many times, what a leader has to say is what they must say. That is, the situation is challenging and presents problems. A leader can only accomplish so much. Failure to acknowledge what you can do and what the organization must do is asking for trouble. People will simply tune out.

Address objections. Everyone wants to give an uplifting speech that resonates with harmony and joy. Unfortunately, life is not like that. Leaders need to paint a realistic picture, citing the pluses and minuses. What the leader must do may conflict with what the organization wants to do. It is the leader's responsibility to be honest about the decisions and set the course forward.

Tell stories. Reveal yourself through stories. Cite examples of individuals in organizations who are making positive contributions. No leader succeeds alone. Every leader needs the team's buy-in. So, make that clear.

Issue the call to action. Not every speech may need a formal call to action, but every public utterance needs to be understood as a call for unity, a coming together to achieve the mission. However, if there is a call to action, learn from the politicians—ask for their support. Simultaneously, include your commitment to supporting the individuals and teams that make up the organization.

Uplift your audience

Knowing, acknowledging, addressing and challenging are just the basics of speechmaking. Each speaker must craft a message that reveals who they are and what they want to accomplish. Give people a reason to believe in you because you believe in them.

One thing I have yet to emphasize in this little essay is delivery. So let me quote the legendary film director, John Ford, “You can speak well if your tongue can deliver the message of your heart.” In short, relax. If you have a good message, speak directly. Show people how you feel with the words you deliver. Doing so will encourage listeners to have faith in you and your leadership.

So often, it is said that a leader's job is to elevate followers and enable them to do their best. If that is the case, a good speech—well-honed or off-the-cuff remarks—is an excellent way to begin the uplifting process.

First posted on Forbes.com 8.22.2024

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