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January 2011 | Volume 05

The Speechwriter
Newsletter of The UK Speechwriters’ Guild

MASTERCLASS by James Webb Young


Welcome
Welcome to the fifth edition A Technique for Producing Ideas
of The Speechwriter newsletter.
The purpose of this publication is
to circulate examples of excellent
A good speech is concatenation
of ideas. But where do ideas
come from? The reason that effective
speeches to members of the UK speechwriting remains an elusive skill
Speechwriters’ Guild. We do this for many people is that it requires
by picking out openings, closings, thought.
one-liners and quotations and
James Webb Young, an American
other topical extracts from
advertising executive, wrote a
newspapers and the internet to very slim book, published in 1965,
identify techniques, stimulate called A Technique for Producing
your imagination and provide Ideas. He answered the question
models which you can emulate. directly. He defined the production
of new ideas as ‘a new combination
This newsletter appears of old elements’ and the capacity
‘to bring old elements into new Then you play Patience with
quarterly and is available to
combination…(depending) largely your yellow Post-its moving them
anyone who is a Standard
on the ability to see relationships.’ around on a board – looking for the
Member of the UK Speechwriters’ unexpected linkages. You immerse
Guild. The process he describes is as your mind in all aspects of the ‘Big
follows. The first step is to get the raw Society’.
material. You consider every aspect
of the subject matter of your speech. The next step is that you let go.
If it’s on the ‘Big Society’, for example, You go for a walk or to see a film that
you collect other speeches on the takes your mind off the subject.
subject, you find out where David
Contribute Cameron’s team found the principles, Then you’ll find that a connection
you read how it’s reported in the will pop into your head while you’re
We need your speeches. Most press and you reflect on your own doing something else. That Eureka
of the examples in this edition are interpretations and insights from a moment will inspire you to put
taken from the Americans. variety of sources. the speech together in an original
and striking way. The technique is
We want to raise standards in Then Young advises that you applicable to many disciplines, but
put the information down on index for a speechwriter, this is the moment
the UK. Please send examples of
cards – or yellow post-its in the you put pen to paper.
speeches to: modern era. This information is
to be combined with information The final stage is to take your
8 info@ukspeechwritersguild.co.uk you collect on a regular basis (your idea to market. Put it on show and
commonplace book – which stores get feedback. Refine the idea and
all those great quotations and funny let it evolve. The author admits it’s
stories you hear, which you know you simple process, but adds there are no
can recycle on a rainy day). shortcuts.

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The Speechwriter January 2011 | Volume 05 2

Newsletter of The UK Speechwriters’ Guild

BOOK REVIEWS Peppered with examples from


Demosthenes to Julia Roberts, and
Howard. Even he couldn’t save them:
the swaggering style is mixed with
from Shakespeare to John Prescott, plenty of humility.
this eminently readable book keeps
Speechwriting: the the reader entertained and enthused This book is fresh and
Expert Guide about speeches and speechwriting, opinionated, and while I can disagree
while providing a solid foundation in strongly with some bits, like a great
By Simon Lancaster. Published by speech, it is at least entertaining and
the tricks – and the art – of our trade.
Robert Hale Ltd (288 pages) fun.
ISBN 7090-8917-9, £12.99 Martha Leyton

www.creativityworks.net
English Culture and the
Speechwriting
is on the up. Decline of the Industrial
Speeches are back
The Presentation Coach: Spirit, 1850-1980
in the news, and
‘this great and Bare Knuckle Brilliance By Martin J. Wiener, Published by
noble trade, dating Cambridge University Press (240
back to Antiphon For Every Presenter pages)
in Ancient Greece, By Graham Davies. Published by ISBN 0521270340, £19.99
is finally restored
Capstone (280 Pages)
to its rightful place in the spotlight’. For any
So says Simon Lancaster, author of ISBN 0857080448, £12.99
speechwriter, this is
a new guide to the art and craft of a fascinating piece
speechwriting, which aims to draw Graham Davies
of political history.
back the curtains and reveal all the has a pugilistic
Keith Joseph, the
trade secrets of the professional style, but once
brains behind
speechwriter. you get used
Mrs Thatcher’s
to it, you warm
first Government,
As a former Whitehall to the material.
distributed copies
speechwriter of longstanding, Simon The chapter
to all her cabinet. It makes the case
Lancaster is well placed to offer on humorous
for British economic decline based
such advice and his book would be speaking is
on institutional disdain for business
a welcome addition to any aspiring outstanding, as is the stuff on after
and industry.
speechwriter’s bookshelf. Not only dinner speaking. He includes very
does it provide a comprehensive personal examples from speeches
Wiener evokes the Southern
overview of the key rhetorical he has written and heard. At first
Metaphor of the country as ‘romantic,
techniques, but each chapter the ‘Pipeline’ can seem a bit like
illogical, muddled, divinely lucky,
concludes with a case study where something borrowed from a biology
Anglican, aristocratic, traditional,
we see the techniques being put to textbook, but once you get familiar
frivolous and believes in order and
good use by speechwriters at the top with the terms, it all makes good
tradition’ and contrasts it with the
of their game. Many of the examples sense.
Northern metaphor, which sees itself
are drawn from speeches by Blair, as ‘pragmatic, empirical, calculating,
Brown, Cameron, Obama, Clinton, Davies is prone to the occasional
Puritan, bourgeois, enterprising,
et al., and there is also plenty for sweeping statement. He demolishes
adventurous, scientific, serious and
the business speechwriter to chew PowerPoint with a few incisive
believes in struggle.’
on, from Toyota’s speech strategy to swipes. He writes off the entire
Steve Jobs’ seductive – iPhone as sex corpus of Classical rhetorical
If you’re writing speeches to buoy
toy – presentation style. techniques in two sentences. He also
up the economy it helps to see how
says of quotations, don’t bother. Well
attitudes to economic growth have
But there’s more to the book than I collect quotations and I find them to
evolved, and what you’re dealing
speech analysis. Lancaster’s tips on be very useful as ‘micro-statements’.
with in the national consciousness.
how to write for a speaker, how to Properly used they give authority
David Cameron’s espousal of a
make the most of what little access to the speaker and elegance to the
‘happiness’ index as an alternative
you get to them, and how to edit discourse. Still, the author is brave
to the pursuit of growth is part of a
your work, are all very useful, too. enough to admit that he wrote for
recurring debate about the merits of
Iain Duncan Smith and Michael
capitalism.

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The Speechwriter January 2011 | Volume 05 3

Newsletter of The UK Speechwriters’ Guild

INSPIRATION And it is also a great pleasure to


speak tonight alongside Tony Blair.

Openings Old Christchurch Road. I love the


Triangle. I love the promenade. I
I think this is the first time we
have shared a joint platform since we
love Charminster. I love Pokesdown, last appeared together at a ‘who does
where I bought my first bass guitar. Gordon Brown like least’ competition.
I always felt like you could walk in
there and stumble upon something I am sure everyone here is really
magical and I suppose I did when I looking forward to hearing Tony
bought a £50 Fender Precision Copy speak. His will be a great speech, full
from Southbourne Exchange and of humour, drama and insight.
Mart. I didn’t know where it would
take me. And you can buy a signed copy in
the foyer afterwards.
Alex James, bassist of Blur,
Bournemouth University When he was Prime Minister,
Graduation Ceremony, BIC of course we had our differences. I
Bournemouth, 5 November 2010 wanted to win an election. He made
sure I kept losing them.

But he is a dedicated servant

M r O’Leary goes into a pub,


asks for a pint of Guinness
and is told by the barman that it will
of our country, who has taken
hard decisions to promote liberty
and democracy around the globe
cost him £1. ’Just £1?’ asks Mr O’Leary. and I pay tribute to him and his
‘Well, I’m a great fan of yours,’ says the achievements.
barman. So Mr O’Leary hands over
£1 and the barman goes to pour the Let me also pay tribute to the
pint, when he stops and asks: ‘Would Board of Deputies of British Jews on
you be wanting a glass with that?’ this its 250th Anniversary year.

Speech by Martin Broughton, For centuries the Board has


Airport Operators Association fought against the prejudice,
conference, London Hilton
Metropole, 26 October 2010
C hief Rabbi, Ambassador,
ladies and gentlemen – good
evening.
ignorance and discrimination so
often faced by British Jews.

Let me start by saying that it is Over that time, you have helped
a huge pleasure to be here tonight your community become a vibrant,
to address such a distinguished generous and fully integrated part of
audience on such a special occasion. our society today.

In every walk of life and across Speech by George Osborne, Board


every aspect of our civil society, from of Deputies 250th Anniversary
business to charity, from the arts to Dinner, Intercontinental, Park Lane,
the sciences, I can see many people London, 24 November 2010
here who have made a massive
contribution to British life.

I am delighted to be your guest.

I asked a friend of mine what

I t’s just so nice to come back


and see this town full of bright
young people. It makes my heart
to expect tonight and he said 500
people, 600 opinions and 700 cars.
I told him that this sounded exactly
beat faster. I love this place. I love like the Coalition Government.

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The Speechwriter January 2011 | Volume 05 4

Newsletter of The UK Speechwriters’ Guild

Substance O ne of the things about going


out of office, you get time to
read occasionally and I read over the
S hadow Chancellor Alan
Johnson had some wise words
for women whose husbands are
summer a great biography of Einstein overweight, ‘Speaking as a former
by Walter Isaacson and it’s a fabulous Health Secretary, my advice is this.
book about Einstein. It also, by the Get him to run three miles in the
way, contains a great story of Einstein morning and in the evening get him
and Chaim Weizmann. Weizmann to run another three miles – and after
took Einstein to America for the first a week, the fat git will be 42 miles
time and when he landed – because away.’
Einstein had just published his theory
of relativity and he was the great Speech by Alan Johnson, Greenwich
scientific hero absolutely everywhere Labour Annual Dinner, November
– and Weizmann was asked what was 2010
it like sharing this trip with Einstein.
And Weizmann said: ‘Well during
the crossing Einstein explained his
theory of relativity to me everyday

N ow, of course, you cannot


capture happiness on a
spreadsheet any more than you
and by the time we arrived I was fully
convinced he really understands it.’

can bottle it. If anyone was trying But Einstein wrote this in 1938
to reduce the whole spectrum of when he’d himself gone on quite a
human happiness into one snapshot voyage, a journey one might even
statistic I would be the first to
roll my eyes and write about it in
say of discovery about his own roots
and his own views and had become
by then a very strong supporter
I t was Sir Isaac Newton, the great
mathematician and philosopher,
who said: ‘Men build too many
newspapers. But that’s not what
this is all about. Just as the GDP of the State of Israel and he wrote walls and not enough bridges.’ Our
figures don’t give a full story of this: The bond that has united the objective here today is to become
our economy’s growth, but give us Jews for thousands of years and builders of bridges. We seek ways
a useful indicator of where we’re that unites them today is above all to bring hope and optimism to
heading. So, I believe a new measure the democratic ideal of social justice relationships that have long been
won’t give the full story of our coupled with the ideal of mutual aid characterised by doubt and lack of
nation’s wellbeing, or our happiness and tolerance amongst all people. And trust.
or contentment or the rest of it – of that sentiment, those values, they are
course it won’t – but it could give what have given rise to the science, I agree with the conviction that
us a general picture of whether life to the progress, to the culture, the The Tony Blair Foundation espouses,
is improving, and that does have a art, the justice, the compassion, the that the practice of faith too often
really practical purpose. First, it will determination and principle, even has devolved into suspicion of
open up a national debate about under the most vicious persecution. motives, bitterness, strife, and,
what really matters, not just in ultimately, war. I believe that the
government but amongst people Those are the values that created only strategy that will reduce,
who influence our lives: in the media; the State of Israel. Those are the and eventually eliminate, conflict
in business; the people who develop values that give rise to the work emerging from religious differences
the products we use, who build the the Jewish community does for its is to take direct action to find
towns we live in, who shape the unfortunate members for those common ground among people of
culture we enjoy. And second, this in need, for those who require all nations and faiths.
information will help government compassion and help and steadfast
work out, with evidence, the best assistance. Speech by Sheikh Nahayan
ways of trying to help to improve Marabak Al Nahayan, Minister of
people’s wellbeing. Speech by Tony Blair, Board of Higher Education and Scientific
Deputies 250th Anniversary Research and Chancellor, Higher
Speech by Prime Minister, David Dinner, Intercontinental, Park Lane, Colleges of Technology, United Arab
Cameron, ‘National Wellbeing London, 24 November 2010 Emirates, 29 November 2010
Project’, London, 25 November 2010

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The Speechwriter January 2011 | Volume 05 5

Newsletter of The UK Speechwriters’ Guild

Endings world. But we can influence the


outcome, with monetary policy still
It was developed in the mid-1930s by
Adam Monroe at Purdue University. It
a potent weapon to ensure that the consists of five steps:
amount of money in the economy

L adies and Gentlemen, I


am here because I wish to
defend science. But this support
is growing neither too slowly, as in
the recent past, nor too quickly so as
i. Attention
to reignite inflation. With that, and Get the attention of your
for science must not blind us to the the inspiration provided by the Black audience using a detailed story,
need for informed debate. Science Country’s example of how to adapt shocking example, dramatic statistic
can explain, it can offer signposts, to economic change, I am sure of one or a quotation.
but it cannot make decisions. That thing. A sober decade may not be fun
is a job for society. Albert Einstein is but it is necessary for our economic
supposed to have had a sign above ii. Need
health.
his desk that read: ‘Not everything
Show that the problem about
that counts can be counted, and Speech by Mervyn King, Governor
which you are speaking exists, that
not everything that can be counted of the Bank of England, Black
it is significant, and that it won’t
counts.’ I do hope he did because, for Country Chamber of Commerce,
go away by itself. Use statistics and
me, that says it all. West Midlands, 19 October 2010
examples. Convince your audience
Speech by HRH The Prince of Wales that there is a need for action to be
A rabbi and his wife were cleaning
at the opening of Atmosphere, The taken.
up the house. The rabbi came across
Science Museum, 3 December 2010 a box he didn’t recognise. His wife
told him to leave it alone, it was iii. Satisfy
T he final and best reason to be
cheerful is to read about the
achievements of the companies that
personal.

One day she was out and his


You need to solve the issue.
Provide specific and viable solutions
are up for awards tonight. All of them curiosity got the better of him. He that the government or communities
have great stories to tell. All of them opened the box and inside he found can implement to solve the problem.
have created jobs and wealth for the three eggs and £2,000. When his wife
communities in which they operate. came home, he admitted that he iv. Visualisation
All of them are winners. opened the box, and he asked her to
explain the contents to him. She told Tell the audience what
Of course, times are still hard him that every time he had a bad will happen if the solution is
and credit conditions challenging. sermon, she would put an egg in the implemented or does not take place.
As David Brent from The Office said: box. He interrupted: ‘In 20 years, only Be visual and detailed.
‘If you can keep your head when all three bad sermons, that’s not bad.’
around you have lost theirs, then you His wife continued, ‘and every time I v. Action
probably haven’t understood the got a dozen eggs, I would sell them
seriousness of the situation.’ for £1.’ Tell the audience what action
they can take personally to solve the
Speech to Ernst & Young Address by Rabbi Neil Amswych, St problem.
Entrepreneur of the Year Awards, Peter’s Church, Bournemouth, April
Richard Lambert, Director- 2010 The advantage of Monroe’s
General, CBI, ‘Daring to succeed: Motivated Sequence is that it
entrepreneurs and the recovery’, 18 emphasises what the audience can
October 2010
Insights do. Too often the audience feels like
a situation is hopeless. Monroe’s
T he next decade will not be
nice. History suggests that
after a financial crisis the hangover Monroe’s Motivated
motivated sequence emphasises the
action the audience can take.
lasts for a while. So the next decade
is likely to be a sober decade – a
Sequence
decade of savings, orderly budgets,
and equitable rebalancing. Our
prospects remain closely linked
M onroe’s motivated sequence
is a technique for organising
persuasive speeches that inspire
to developments in the rest of the people to take action.

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The Speechwriter January 2011 | Volume 05 6

Newsletter of The UK Speechwriters’ Guild

GEORGE ORWELL AND THE BIBLE

In George Orwell’s essay Politics and the English


Language, he shares a method to acquire awareness of
good writing taught by the headmaster’s wife at St Cyprian’s
Here is his translation:

Objective considerations of contemporary phenomena


School, Mrs. Cicely Vaughan Wilkes. compel the conclusion that success or failure in competitive
activities exhibits no tendency to be commensurate with
She would use simple passages from the King James innate capacity, but that a considerable element of the
Bible and then ‘translate’ them into poor English to show unpredictable must invariably be taken into account.
the clarity and brilliance of the original.

He illustrates the point by translating a well-known verse


from Ecclesiastes into modern English. The UK Speechwriters’ Guild ‘We do, do God’
conference will take place in Bournemouth on Friday
I returned and saw under the sun, that the race is not to the 8 April. We plan to have a speaker from the King
swift, nor the battle to the strong, neither yet bread to the wise, James Bible Trust to talk about the impact of the
nor yet riches to men of understanding, nor yet favour to men Bible on our political culture.
of skill; but time and chance happeneth to them all.

5
HAROLD PINTER 5 UNIVERSAL HUMAN FEARS

H arold Pinter said in a speech that


one of the most interesting – and
indeed acute – critical questions he’d
1.

2.
Fear of death

Fear of loss of income


ever heard was when he was introduced
to a young woman and her six-year-old 3. Fear of loss of reputation
son.
4. Fear of loss of consciousness
The woman looked down at her
son and said: ‘This man is a very good writer.’ The little boy 5. Fear of speaking in front of people
looked at him and then at his mother and said: ‘Can he do a
W?’ Vasubandhu, Indian Buddhist writer

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The Speechwriter January 2011 | Volume 05 7

Newsletter of The UK Speechwriters’ Guild

A SPEECHWRITER’S NEW YEAR MESSAGE By Hal Gordon

G eorge VI, Britain’s king


during World War II, is
sympathetically portrayed in the
stumbled before the microphone,
it was tantamount to performing a
pratfall before the entire English-
new film, The King’s Speech, which speaking world.
recreates the monarch’s heroic
efforts to overcome his life-long George V had been blessed with
stammer. The climax of the film is a rich, plummy voice and perfect
the king’s broadcast to the peoples diction, and had excelled at these
of his empire, urging them to stand broadcasts. He was a tough act to
‘calm and firm and united’ in the follow, especially for a man with
forthcoming struggle against Nazi a stammer. So for the first three
Germany. Christmases of his of his reign, And he replied,
George VI chose not make the
But George VI is better known for holiday broadcast. ‘Go out into the darkness, and put
the Christmas broadcast he gave a your hand into the hand of God.
few months later. But in 1939, with Britain fighting
for her life against Hitler, the king That shall be to you better than a
King George – the father of felt duty-bound to offer his people light, and safer than a known way.’
the present queen – was king by what comfort he could by speaking
accident. He was the plodding, to them at Christmas, regardless of The king concluded: ‘May that
dutiful second son, almost totally what the effort cost him. Almighty hand uphold and guide us
eclipsed by his dashing, golden- all.’
haired older brother, who ascended Fortunately, he had help. The
the British throne in 1936 as Edward King’s Speech depicts the warm The poem made the broadcast.
VIII. relationship that developed between And, one might almost say that it
George VI and his Australian-born made King George.
After less than a year on the speech therapist, Lionel Logue.
job, however, Edward skipped off Logue would later remark that his It is impossible to exaggerate the
to marry an American divorcee, royal patient was ‘the pluckiest and effect that this brief radio address
Wallis Simpson. The scandal nearly most determined’ he ever had. had on British morale, or on the
sank the monarchy. But George British people’s affection for their
succeeded his brother, and strove But it was someone else who king. Forever after, the lines he
doggedly to salvage the crown’s ensured the success of the king’s quoted during that fateful broadcast
prestige. 1939 Christmas broadcast. Someone were associated in the public mind
at the palace (the consensus is that with George VI.
It was a daunting task. George it was his wife) gave the king some
had not been trained for the job lines from an obscure book of poetry Whether it was his queen or
of being king. He had none of his that had been published thirty years someone else who supplied King
brother’s easy charm. He was a shy, before. George with the perfect quote for
stammering man for whom public the occasion, that person had a
speaking was torture. These lines suited perfectly speechwriter’s instinct.
the message of hope that the king
Yet a modern king must be heard wished to give his people, and he Speechwriters should remain
as well as seen. George’s father, used them with great effect at the discreetly in the background, but
George V, had recognized this, end of the broadcast: that doesn’t mean that there are no
and established the custom of the heroes in our profession. Happy new
sovereign’s annual Christmas radio I said to the man who stood at the year to speechwriters everywhere.
message – a message broadcast Gate of the Year
not only to the people of Britain,
but also to the far-flung dominions ‘Give me a light that I may tread
and colonies that made up Britain’s safely into the unknown.’
imperial family. So if the monarch

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The Speechwriter January 2011 | Volume 05 8

Newsletter of The UK Speechwriters’ Guild

You published The 100: Insights


and Lessons from 100 of the Greatest
Speakers and Speeches Ever
Delivered last year. How was that
received?

Very well indeed. It’s being


translated into five or six languages
and is already out in South Korea.
Schools and colleges are taking an
interest too and I’ve been asked to
speak about what comprises a great
speech a few times as has Jeremy.
Obviously, there has been some
controversy about what was included
and what not, but I like that.

We are organising a conference


on the subject of communicating
faith next year. Do you enjoy a
INTERVIEW good sermon?

Interview with Simon Maier, Events Director of the Grass Yes, providing it really is very
Roots Group, and author of The 100: Insights and lessons good indeed and sticks to a
from 100 of the greatest speeches ever delivered. proposition. I’m an admirer of Martin
Luther King Jr. but his speeches
were more political than faith-driven.
How do you persuade a bad Sir Ian McKellen’s King Lear (RSC Henry Ward Beecher’s sermons on
speaker that he needs the services directed by Trevor Nunn) 2007/08 faith were fabulous as were those of
of a speechwriter? Frederick Douglas. The meaning of
We’re selecting the UK Business the word ‘preach’ is now derogatory
By showing examples of a) a good Communicator 2011 soon. Who but it shouldn’t be. In times past,
speech and why it works/worked and is the most impressive business any preacher, great orator or poor,
b) film speeches that work/worked speaker you have ever come across? was the unchallenged authority.
and explain why or get him/her to That’s gone of course so any sermon
tell me why. Sir John Browne, former CEO of needs to be in tune with modern
BP Plc life and aware of all influences on an
You started out as a audience.
schoolteacher. Why do you think You organise conferences.
the teaching of rhetoric has almost Do you insist on coaching your Are you good at writing jokes for
completely disappeared from speakers before they speak? How speakers?
British schools? do you exert quality control?
Jokes and stories with clever
Very few teachers recognise the Insisting is a not a word I’d use – punch-lines are tricky. You have to
importance of great writing, the primarily because it’s hard to enforce. know the audience. Jokes have to
spoken word or great delivery. Mind Advising that the best results can fit the narrative. They have to be
you, rigid syllabuses don’t help. be obtained by practice is better reasonably short and they need to
Universities too take little notice – but still hard to enforce. Most add value to helping people to like
of the power of rhetoric or oratory executives believe that rehearsal or your argument or better understand
where once they did. coaching are not necessary. 9/10 your proposition.
times they are wrong. Executives
What would be your Desert become embarrassed at the thought
Island spoken word recording? of coaching so making a coaching
session much more like a mentoring
or management advisory chunk of
time works better.

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The Speechwriter January 2011 | Volume 05 9

Newsletter of The UK Speechwriters’ Guild

You are writing a book on great quality of what they say. That’s an As the divisions between parties
speeches in the film and theatre. arrogance you don’t see in some blur, it may be that oratory and
What’s the most moving speech other parts of the world. rhetoric, well-placed and well-written
you’ve seen on film? will come more to the fore.
In the States and other countries,
To pick one is hard. Hence the much more media coverage is The civil service is looking to make
book. But if I had to choose, then for given to scriptwriters and their cuts and speechwriters are near
all sorts of reasons I’d pick Scent of craft. Here it’s regarded as a second the top of the list as ‘superfluous to
a Woman (1992) directed by Martin class occupation - in politics and in requirements’. How do we persuade
Brest in which Colonel Frank Slade business. The public still think of big organisations to invest in
makes a speech in the defence of Churchill as the epitome of a great writers?
young Charlie Simms on a school speech maker. There have been many
stage towards the film’s end. Al great speeches written since but little The first thing to say here is that in
Pacino is magnificent and the scene credence is given for many or any. tough times, good speeches are
is enormously moving. most important. Rhetoric in times
Do you keep a commonplace of trouble is not an empty epithet
What’s your most useful book? and businesses know that. My
reference book? feeling is that organisations won’t
Yes, three actually. One is to be persuaded first time round but
I’d probably have to say a compile phrases that I hear or will, when their communications
dictionary (in particular The American conversations that are amusing, suffer. One method that works is
Encyclopaedic Dictionary published weird or useful for a piece of writing. to get a couple of executives or
by the University of Michigan The other is for poetry (mine and politicians who do use speechwriters
Library), but more likely is Susan others’). to put down on paper why they’re
McGlamery’s 24/7 Reference: Global important.
Partnerships. I very much like The The third is for ideas that would
Queen’s English Society publication work in articles, books or speech
Shaking the Ketchup Bottle and material. The notebooks I use are
Stephen Bax’s Discourse and Genre: large Moleskines (with squared Simon Maier’s new
Using Language in Context. paper). The important thing is to book is Speak Like
imagine not having the books (ie lost a President: How to
Ted Sorensen died recently. Why or stolen). It conditions what one Inspire and Engage
do you think speechwriters are commits to memory. People with Your
given such prominence in the US Words.
but little prestige in the UK? Alastair Darling was famous for
boring his audiences to death, and
Rhetoric has often been regarded this was seen as an astute strategy. Published by A & C Black, £9.99
as an unnecessary skill in the UK. Isn’t the sad fact that being a good ISBN 1408125335
Sound-bites, texts, Tweets, rolling speaker is not an essential skill for a
news and blogs are regarded as politician?
sufficient. But, again, this is an
educational and strategic thing. Being a good speaker is an The Speechwriter is edited by Brian
Language appreciation isn’t taught essential skill for a politician, but it Jenner.
and debating isn’t regarded as may not matter immediately. Some
europa|studio
TM

mainstream. slip through the net. Design by

In America, public speaking is In the UK, it seems to matter less,


held as important. We don’t give although eventually good speakers
it much credence or value – which win out. In the US it matters a great
is odd since, when people do deal as it does in many SE Asian
hear a great speech, they respond countries and elsewhere. Some
positively. I think that there’s a politicians, of course, are very good
great ‘can’t be bothered’ attitude at sound-bites, but less skilled at the
here which is mirrored by business longer speech. Some see a speech
executives not giving a jot about opportunity as a bonus while others
rehearsals or, very often, by the prefer to hug the TV studio.

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