When is a Speech not a Speech?

I am currently involved with the planning and organisation of an event that will announce the opening of a new regional office for a contractor new to that marketplace. My client, who is a very effective construction professional, asked me to help him craft a speech for him to make at the event.

I sent him an outline that I thought would help; it basically took the following form:

     1. Introduce yourself

• Identify yourself i.e.

-your name

-your position in the company

-the number of years with the company

-your objectives and hopes for the future

                               NB: (keep it brief)

      2. Find a way to establish Rapport:

·         Make a strong/positive opening statement; that creates interest in the company and its plans.

           Example:

-give thanks for people’s time for attending the event

-acknowledge that they are very important and busy people: tell them they are in the top 5% of construction business leaders, that’s why they have made a commitment to coming to the event.

-make a friendly remark

-mention something you or your firm have in common with delegates

-say something to stimulate their sense of pride

-use statistics, numbers or a relevant quotation

3. Tell them what your going to tell them
• You have successfully completed a number of projects locally
• You have developed a very strong, effective and competitive local supply chain
• You have resolved to invest in the area
• You have opened a new office in the area
• You will be the new face of the company in the area
• You will personally see that all enquiries and projects will be effectively be handled

4. Tell them

5. Tell them what you just told them ( i.e. Summarise)

6. Thank them again and ask them to make the most of the event

During the actual event my client delivered his speech without hesitation and made a lasting impact on the audience.

Why?

Because he had taken sufficient time to prepare what he really wanted his guests to know, rehersed his speech adequately and asked for constructive feedback from a small number of close associates.

Consequently his speech was a success.

However, its successful delivery was magnified later because we used its content in a number of different ways:

·         we sent the entire speech to a small number of publications

·         we used some parts of it as the basis of several press releases

·         we quoted sections of the speech in the firms newsletter

 All the above actual exposed the speech and the speakers company to approximately 900,000 construction professionals!

If you’re planning something similar, you know a man who can help you.