[ Pobierz całość w formacie PDF ]

Organizations
s with internal speeches, the most important fact about
speeches to external organizations is whatever the
Aaudience has in common what brings them together
as an organization.To prepare for these speeches, you or your
PR person or agency should gather as much information as
possible about your listeners and the topic they would like you
to speak about.
This part contains general areas you might want to address
along with the assigned topic. An added convenience, I ve put
the various examples of phrase types in the approximate order
in which they might occur in a speech.
57
Copyright © 2006 by The McGraw-Hill Companies, Inc. Click here for terms of use.
This page intentionally left blank
Part Three. Speeches to External Organizations
14. Some Possibilities for the Opening1
Find out if there are any government officials or other digni-
taries you need to recognize at the outset.
Praise the importance of face-to-face contact with this
particular audience:
 %  It really is a pleasure and a great opportunity for me
to be face-to-face with so many leaders of the [name of
industry] industry and to share with you some of my
thoughts on where our industry is going.
 %  Thank you and good afternoon/morning/evening. I m
honored to have been invited to address this distinguished
group of leaders.
Consider making complimentary reference to the organiza-
tion s founder, motto, longevity, and/or values. Say just
enough to show that you understand them, but not too
much to be patronizing.
If the organization is celebrating a major anniversary:
 %  I m both pleased and proud to have the opportunity to
address an organization that celebrating its 25th [or
whichever] year of [whatever the organization does]. I wish
you another 25 [or whichever] years and more of progress
and service. And I m confident that my wish will come true.
I believe that you have a great future.
 %  As you begin your ___ decade, I offer you my very best
wishes for many more years of progress, service, and suc-
cess in fulfilling your remarkable mission [of ...] [summa-
rize the mission, if appropriate].
1. For specific speech-opening devices and strategies, see my book,
Writing Great Speeches: Professional Techniques You Can Use (Allyn &
Bacon, 1997).
59
Copyright © 2006 by The McGraw-Hill Companies, Inc. Click here for terms of use.
Perfect Phrases for Executive Presentations
Since external audiences will probably have spent extra
time and energy to attend your presentation, you might
thank them for the effort and, if appropriate, for braving any
inclement weather. You can say that many organizations
simply wouldn t exist without people taking time to meet
face to face or  as Woody Allen said,  showing up is 80% of
life.  Then add something like  I believe it. There s no sub-
stitute for human contact.
If appropriate, congratulate the organization on its
growth. This one will require a little research and mathemat-
ical calculation.
Example:
 %  The dramatic growth of this conference is proof of how
successful you ve been.Your first conference, in [year], was
attended by about ___ people.This year you have ___
attendees. Pretty impressive numbers! Actually, I m a little
envious. I d love to be able to say that we ve grown our
business by ___% in ____ years.
If Your Assigned Topic Is Broad or Bland, Try to Take a
Fresh Perspective on It:
 %  My purpose here today to take a good hard look at,
reevaluate, reinterpret, maybe even rediscover, in a sense,
something that we ve thought and talked about for quite a
long time: [whatever the topic is].
If You re Speaking to a Group Whose Profession or
Expertise Is Somewhat Different from Your Own:
 %  Of course, I m an outsider whose knowledge of your world
can hardly touch your own. But, as James Thurber once
said, It is better to know some of the questions than all the
answers. 
60
Part Three. Speeches to External Organizations
If the Locale Has Been  Home to You in Some Way
 %  There are many definitions of  home : home is where you
grew up; home is where you live; home is where the heart
is; home is where the mortgage is; home is where, when
you go there, they have to take you in. But when I use the
word  home about [city], I have something different and
very specific in mind. [City] is truly one of my  homes,
because of the many years I ve spent here, the many proj-
ects I ve been involved in, both business and civic, and the
many strong friendships that came out of it all and that are
still a part of my life [or other details that make it home to
you]. 
At the End, Thank Them Again for Coming:
 %  Again, let me say how pleased I am that you came
today/tonight.You ve been a wonderful audience, and I
hope you ve enjoyed the day/evening as much as I have.
If the Organization Is Embarking on a New Program
or Project:
 %  I offer you my best wishes for success in this extraordinary
mission. Go to it! And best of luck to you all!
61
Perfect Phrases for Executive Presentations
15. Service or Civic Organization
These organizations would include Rotary, the National
Business League, Boy Scouts and Girl Scouts, the Chamber
of Commerce, etc. What all of these audiences have in com-
mon is, at least in part, is interest in and knowledge about
business. They re also interested in current events and new
knowledge.
If you re a member of the organization that s invited
you, make some reference to your relationship, experience,
or familiarity with it. If you re not a member, familiarize
yourself with the organization and, in your introduction,
speak highly of its strengths, values, and contributions.
Don t overdo it; less is more. Make the audience feel good
about who they are and what they do. Then transition into
your main theme.
Praise the Audience
 %  It s an honor and pleasure to be here among so many
[future] economists and business leaders and, just as
important, among so many people who really understand
economics and the free enterprise system.
 %  As Peter Drucker once observed, Whenever you see a suc-
cessful business, someone once made a courageous deci-
sion. I see a lot of courageous decisions represented here
in this room, and I congratulate you for them, wherever
and whenever they were made.
If You re Speaking at an Anniversary Event or the
Organization Is in an Anniversary Year, Congratulate
the Audience and Offer Best Wishes
 %  I d like to offer my warmest congratulations to [organiza-
62
Copyright © 2006 by The McGraw-Hill Companies, Inc. Click here for terms of use.
Part Three. Speeches to External Organizations
tion] on its [number] anniversary . . . and also my best
wishes for another [same/larger number] years of fine and
loyal service to this community.
 %  Let me be among the first to congratulate [organization]
on its ___ years of business/industry leadership.
Identify the Challenges That All Companies Face,
Regardless of Size
 %  All of us here are concerned with business success. And it
may seem like something of a paradox, but it s true: the
big, obvious differences between my company and yours
are actually the superficial ones. Down where it really
counts at the level of individual performance and prod-
uct quality we all face the same problems; we all have
the same goals.
Identify with the Organization s Values
 % [Rotary example:]  I feel right at home here, because of your
Rotarian ideals of professionalism, fellowship, and serv-
ice all of which are very familiar to me and high on my
list of values to be preached and practiced.
If You re Speaking to a Business or Service Group That
Has Helped Revitalize the Local Economy
 %  Thank you, good afternoon, and congratulations to each
and every one of you. Now, I know it s a little unusual to
start off a speech by congratulating the audience, but in
this case, it s really appropriate.You see, it s you the busi-
ness community of [city] and everyone you ve been able to [ Pobierz całość w formacie PDF ]

  • zanotowane.pl
  • doc.pisz.pl
  • pdf.pisz.pl
  • alwayshope.keep.pl

    •