presidential speechwriting. presidential speeches are rarely the work of the president himself...

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


(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?


(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


(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!


(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!

presidential speechwriting. presidential speeches are rarely the work of the president himself...

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