Jamie Bender | Feb. 15, 2008
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| Photo by Scott Schaffer |
| Speechwriter Jessica Hatchigan said a speechwriter is a ‘director of clarity.’ |
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Hatchigan is the founder of Greenbriar Services, a communications consulting company based in Ann Arbor, Mich., and has worked on speeches for many top executives of large companies. Jan. 31, Hatchigan spoke to adjunct lecturer Irene Bushaw’s J200 Reporting, Writing and Editing I class and shared her advice on the most effective techniques of writing and delivering a speech.
Hatchigan described a speechwriter as “a director of clarity,” whose job is to deliver the message the speaker is trying to convey. She said the best way to get an idea of where to begin is to ask the client, “What headline would you like to see in the papers after you deliver this speech?”
Hatchigan said that one of the most important things to keep in mind while writing a speech is that you are “writing for the ear.” This means speeches can contain repetition and sometimes break grammar rules such as incorporating sentence fragments. She said speechwriters should give speeches catchy titles that grab the audience’s attention.
She also noted that the language of leadership is “simple and direct.” Structurally, a speech reveals a problem, then offers solution and a plan of action. Hatchigan said an important thing to keep in mind is the average listener’s attention span is short. In speech writing, shorter is better.
Hatchigan shared techniques on how to make a speech both understandable and memorable. She said that incorporating imagery or stories, alliterations or using the rhythm of threes are sure-fire ways to grab listeners’ attention. However, without legitimate sources, a speech can be a total flop. Hatchigan said that gathering information and building a strong network of sources and contacts is crucial in the business of speech writing.
Hatchigan said it’s not uncommon to have many drafts before the final product is delivered. In order to write an effective speech, there are three important aspects to be aware of: the audience, the issue and the speaker. It is just as important to know the morals and values of the person delivering the speech as it is to know the subject matter of the speech.
She said that speech writing can be tedious work and her advice to future writers is not to get discouraged if the first draft isn’t a success.
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