Speaking to Speechwriters

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I gave a speech at the annual meeting of the Professional Speechwriters Association in Washington, DC last week.

It seemed both presumptuous and absurd to accept an invitation from David Murray to speak to professional speechwriters. 

I have only written one speech for someone else in my life. That occasion was a eulogy my father delivered at his brother's funeral. Notably, Dad asked me to write it in Excel, because, as an engineer, he felt more comfortable with spreadsheets.

It’s not easy writing in cells in Excel, but it was a reminder that the message we are trying to deliver in speeches comes from the words, not the format.

David convinced me I had a perspective to share. I talked about my experience ghostwriting social media for CEOs and how the trends I’m seeing - notably writing shorter, educational, personal and accessible content - will likely influence how speeches and thought leadership is done.

I identified a handful of reasons we are seeing a change in communications now:

– Going Direct: There is a new opportunity to communicate that doesn’t rely on the traditional PR and media gatekeepers and that’s writing your own story via social media.

– Trad Comms is Diminished: The media’s reach is smaller and often paywalled. Gen Z doesn’t watch CNBC or read the NYT. They are watching YouTube, Instagram and TikTok.

–Storytelling is Everyone’s Job: The job of founders, executives and employees is increasingly to embody and voice their own and their company’s story in a relatable way.

– People Follow People Not Brands: The rise of celebrity culture within the “attention economy” has benefited Hollywood and sports stars. Business leaders are next.

– Storytelling is the new PR: Consumers are allergic to being sold via promotional campaigns which are easily forgotten. Memorable stories are the new currency for PR.

While I was waiting to speak, I had an opportunity to hear from a speechwriting legend, Kathleen Hessert, who has been working with Peyton Manning for almost 30 years.

Hessert was hired to help Manning draft his first national speech: when he announced he would play football his senior year at the University of Tennessee instead of turning pro. He ended up finishing and being selected first in the NFL draft the following year. 

Hessert went on to work with Manning over his long career and helped write both his retirement and Hall of Fame induction speeches, among many others.

What struck me is how hard Manning worked at giving speeches. He saw it as an opportunity to learn how to be an effective communicator from a surprisingly early age and leaned into the chance to shape the narrative around his career. 

It also reminded me that most people - even famous quarterbacks with amazing life experiences - struggle to tell their own stories. That helps explain why they turn to speechwriters or comms experts to help them to get out their story.

It was also striking that Manning worked with one person over such an extended period and relied on them so much when there was a lot at stake. 

In a short, transactional world, it underscores the value of long-term relationships. 

Thanks to David Murray and Benjamine Knight for organizing and inviting me.

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BRIEF OBSERVATIONS

KEEP THE SINK CLEAR: It’s good advice but apparently from this scene at a New York-based venture capital firm - not always followed.

THE BOY ON THE COVER: This tweet was posted a few weeks ago but I just love this genre of - remember the person in the photo - posts.

STORYTIME: There are a lot of “historical stories” posted by influencers on social media. What I love about this story by Betsy Lemaire is how it’s about a more niche area and I had never heard it before. That’s a good model for people who post online.

TAKE ON DUBAI: This could pan our or be farfetched, but I appreciate the aggressive take. I wish we saw more of this kind of assertion about the future. It’s thought provoking.

COURAGE: Anais Nin has a great quote: “Life shrinks or expands in proportion to one’s courage.” If you are not familiar with her, she is a famous as a writer of erotica, and for her relationship with writer Henry Miller.

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