presidential speechwriting. presidential speeches are rarely the work of the president himself...
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Presidential Presidential SpeechwritingSpeechwriting
Presidential speeches are rarely the work Presidential speeches are rarely the work of the president himselfof the president himselfBeing able to write well is NOT an ordinary Being able to write well is NOT an ordinary
requirement in a Presidentrequirement in a PresidentThink about the amount of speeches a President Think about the amount of speeches a President
has to deliver…has to deliver…100s of speeches per year (different occasions)100s of speeches per year (different occasions)
Use same one over and over doesn’t look good (media will eat a Use same one over and over doesn’t look good (media will eat a candidate up)candidate up)
How could he possibly spend the How could he possibly spend the amount of time researching amount of time researching while all while all the other roles he is involved in?the other roles he is involved in?
One myth – isn’t that make the One myth – isn’t that make the President a ventriloquist dummy for President a ventriloquist dummy for
the speech writerthe speech writerNo – all recent Presidents No – all recent Presidents
have have worked over the worked over the draftsdrafts submitted to submitted to them so that when the them so that when the finished product finished product becomes public, the becomes public, the President can say (in President can say (in most cases), the speech most cases), the speech was his own.was his own.
Some even write the Some even write the first first draft of the speechdraft of the speech
Ex: Ronald ReaganEx: Ronald Reagan
Who are these Who are these “ghostwriters?”“ghostwriters?”
Men and women who Men and women who often have a “passion often have a “passion for anonymity (for anonymity (secrecysecrecy)”)”
Most often – team of Most often – team of writerswriters– Head speech writers Head speech writers
Major speaking eventsMajor speaking events
– Assistant speech writers Assistant speech writers Remarks, greetings, toasts Remarks, greetings, toasts
for State Dinnersfor State Dinners
$ Annual Salary for Professional Speechwriter – $62,000 – 94,000
Eventually it comes out who they were
The “Ghostwriters”The “Ghostwriters”
White House Director of White House Director of Speechwriting (09-13)Speechwriting (09-13)
Worked on the Kerry Campaign Worked on the Kerry Campaign (2004) (2004) met Obama met Obama
He became the second-youngest He became the second-youngest chief White House speechwriter chief White House speechwriter on recordon record
His salary was $172,200 a year.His salary was $172,200 a year. Left for Left for Hollywood (screenwriting)
President Obama’s Jon Favreau
Started as an intern with the Obama campaign in 2007 junior speechwriter
For the last two years, he’s been deputy director of speechwriting (under Favreau)Favreau)
Before Keenan showed up for his first day on the Obama campaign, he listened to Obama’s two books on tape and stayed up all night watching YouTube videos of Obama’s speeches to understand his speech patterns and cadences
Current - Cody Keenan
Speechwriting in ActionSpeechwriting in Action
Our candidates will be giving Our candidates will be giving STUMP STUMP SPEECHESSPEECHES
Custom of 19th CenturyPolitical candidates would stand upon sawed off tree trunks to deliver their speeches from town to town
Our candidates will be giving Our candidates will be giving STUMP STUMP SPEECHESSPEECHES
Campaign Trail Campaign Trail – Candidate – Candidate may use same may use same speech for use speech for use at some public at some public appearances appearances but will tweak it but will tweak it will local stuff will local stuff (2012 Romney (2012 Romney speech speech example)example)
One of the most important components of a presidential campaign
This is where a candidate can:1)Weave promises and attacks2)Lay out ambitious plans3)Connect with voters on a personal level.
Mitt RomneyMitt Romney
Mr. Romney likes to add some "local color" to his speeches — mentioning the chilly weather and ski slopes in New Hampshire, for example. It's a common technique that makes voters feel like a candidate knows them and their town. - Ashley Parker, reporter
When writing/listening to a When writing/listening to a speech – speech –
What What RhetoricRhetoric Techniques Techniques are being used by the are being used by the
speaker?speaker?
Def: Def: the ability the ability to use language to use language effectively; The effectively; The art of influencing art of influencing others through others through the use of wordsthe use of words
Rhetorical device #1 - Rhetorical device #1 - American Exceptionalism American Exceptionalism
Elicits support from the audience and Elicits support from the audience and convinces listeners that the speaker can convinces listeners that the speaker can restore the United States to restore the United States to greatnessgreatness. . – related torelated to patriotism patriotism (BUT STRONGER)(BUT STRONGER)
Used to promote confidence in the Used to promote confidence in the candidatecandidate
Ex: Helped Obama establish a separation Ex: Helped Obama establish a separation between the old administration (Bush) between the old administration (Bush) and his new leadership.and his new leadership.
Rhetorical device #2 - Rhetorical device #2 - VoicingVoicing Using the voice of another within a Using the voice of another within a
speech to create proximity and speech to create proximity and credibility.credibility.– Ex: Obama quoted famous Americans, Ex: Obama quoted famous Americans,
such as Dr. Martin Luther King, Jr., and such as Dr. Martin Luther King, Jr., and personal stories from everyday personal stories from everyday Americans, Americans, which helps the which helps the audience audience connect emotionally with the connect emotionally with the speech.speech.
Powerful because the audience can engage in the speech by reacting through chants, cheers, and vocalizations (the speaker is not the only active participant)
Rhetorical device #3 - Rhetorical device #3 - MotifMotif
Involves the Involves the repeatedrepeated presence of a presence of a concept, which concept, which heightens its heightens its importance and secure emphasis importance and secure emphasis in a in a speech and draws attention to the idea.speech and draws attention to the idea.
Obama’s last campaign speech in 2012Obama’s last campaign speech in 2012
(Listen for (Listen for Voicing and MotifVoicing and Motif))
Presidential Candidates:Presidential Candidates:In preparation for tomorrow In preparation for tomorrow
(Wed.)(Wed.)1)1)To an audience, To an audience,
PERCEPTION IS PERCEPTION IS REALITYREALITYConsult with PR on Consult with PR on
your clothes your clothes (appearance)(appearance)
Think about your gestures Think about your gestures and facial expressionsand facial expressions
Presidential Candidates:Presidential Candidates:In preparation for tomorrow In preparation for tomorrow
(Wed.)(Wed.)2) 2) Be comfortable Be comfortable in what you sayin what you say-Any words confusing you or hard Any words confusing you or hard to pronounce? (synonyms)to pronounce? (synonyms)-PRACTICEPRACTICE in front of mirror and in front of mirror and mini audiencemini audience-Speech is written Speech is written for the earfor the ear, , not the eyenot the eye
Presidential Candidates:Presidential Candidates:In preparation for tomorrow (Wed.)In preparation for tomorrow (Wed.)
3) Speed of Speech3) Speed of SpeechTOO S L O W TOO S L O W audience BORED audience BORED
(doubt your competence)(doubt your competence)
TOO FAST TOO FAST Message may get lost Message may get lost
Use pauses – allows audience to think Use pauses – allows audience to think about and reflect what you are saying about and reflect what you are saying
Mark up your speechMark up your speechWhere pauses? Where Where pauses? Where
emphasis?emphasis?
Presidential Candidates:Presidential Candidates:In preparation for tomorrow In preparation for tomorrow
(Wed.)(Wed.)
4) If you don’t believe your 4) If you don’t believe your message, you won’t sell it message, you won’t sell it to your audienceto your audienceHave faith and conviction over your Have faith and conviction over your issuesissues
Presidential Candidates:Presidential Candidates:In preparation for tomorrow In preparation for tomorrow
(Wed.)(Wed.)
5)5)Know when to shut upKnow when to shut upToo many speakers don’t know how Too many speakers don’t know how
to conclude their speech to conclude their speech Review your highlightsReview your highlights
Remind the voters Remind the voters
WHY YOU WANT WHY YOU WANT
THEM TO VOTE FOR THEM TO VOTE FOR
YOU!YOU!
Presidential Candidates:Presidential Candidates:In preparation for tomorrow In preparation for tomorrow
(Wed.)(Wed.)
6) Candidates better be 6) Candidates better be here Wednesdayhere Wednesday
If you are NOT HERE, thenIf you are NOT HERE, then one of your one of your campaign team members will have to campaign team members will have to take your place THAT DAYtake your place THAT DAY
-Suggestion: Extra copy of speech to -Suggestion: Extra copy of speech to someone else in group may be a good idea.someone else in group may be a good idea.
Questions?Questions?Get into your campaign Get into your campaign teams and start teams and start practicing!practicing!
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