Presidential Speechwriting

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Presidential Speechwriting
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• Presidential speeches are rarely the work of the
  president himself
• Being able to write well is NOT an ordinary
  requirement in a President
• Think about the amount of speeches a President
  has to deliver
• 100s of speeches per year (different occasions)
• Use same one over and over doesnt look good
  (media will eat a candidate up)
• How could he possibly spend the amount of time
  researching while all the other roles he is
  involved in?

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One myth isnt that make the President a
ventriloquist dummy for the speech writer

• No all recent Presidents have worked over the
  drafts submitted to them so that when the
  finished product becomes public, the President
  can say (in most cases), the speech was his own.
• Some even write the first draft of the speech
• Ex Ronald Reagan

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Who are these ghostwriters?

• Men and women who often have a passion for
  anonymity (secrecy)
• Most often team of writers
• Head speech writers
• Major speaking events
• Assistant speech writers
• Remarks, greetings, toasts for State Dinners

Eventually it comes out who they were
Annual Salary for Professional Speechwriter
62,000 94,000
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The Ghostwriters
President Obamas ? Jon Favreau

• White House Director of Speechwriting (09-13)
• Worked on the Kerry Campaign (2004) ? met Obama
• He became the second-youngest chief White House
  speechwriter on record
• His salary was 172,200 a year.
• Left for Hollywood (screenwriting)

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Current - Cody Keenan

• Started as an intern with the Obama campaign in
  2007 ? junior speechwriter
• For the last two years, hes been deputy director
  of speechwriting (under Favreau)
• Before Keenan showed up for his first day on the
  Obama campaign, he listened to Obamas two books
  on tape and stayed up all night watching YouTube
  videos of Obamas speeches to understand his
  speech patterns and cadences

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Speechwriting in Action
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Our candidates will be giving STUMP SPEECHES
Custom of 19th Century Political candidates would
stand upon sawed off tree trunks to deliver their
speeches from town to town
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Our candidates will be giving STUMP SPEECHES

• Campaign Trail Candidate may use same speech
  for use at some public appearances but will tweak
  it will local stuff (2012 Romney speech example)

• One of the most important components of a
  presidential campaign
• This is where a candidate can
• Weave promises and attacks
• Lay out ambitious plans
• Connect with voters on a personal level.

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Mitt 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

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• http//www.nytimes.com/interactive/2012/01/03/us/p
  olitics/gop-stump-speeches.html

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When writing/listening to a speech What
Rhetoric Techniques are being used by the
speaker?

• Def the ability to use language effectively The
  art of influencing others through the use of words

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Rhetorical device 1 - American Exceptionalism

• Elicits support from the audience and convinces
  listeners that the speaker can restore the United
  States to greatness.
• related to patriotism (BUT STRONGER)
• Used to promote confidence in the candidate
• Ex Helped Obama establish a separation between
  the old administration (Bush) and his new
  leadership.

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Rhetorical device 2 - Voicing

• Using the voice of another within a speech to
  create proximity and credibility.
• Ex Obama quoted famous Americans, such as Dr.
  Martin Luther King, Jr., and personal stories
  from everyday Americans, which helps the audience
  connect emotionally with the 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)
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Rhetorical device 3 - Motif

• Involves the repeated presence of a concept,
  which heightens its importance and secure
  emphasis in a speech and draws attention to the
  idea.
• Obamas last campaign speech in 2012
• (Listen for Voicing and Motif)

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• http//www.youtube.com/watch?vHoFqV3qVMGA
• http//www.youtube.com/watch?vkxvyp0VMfEU

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Presidential CandidatesIn preparation for
tomorrow (Wed.)

• To an audience, PERCEPTION IS REALITY
• Consult with PR on your clothes (appearance)
• Think about your gestures and facial expressions

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Presidential CandidatesIn preparation for
tomorrow (Wed.)

• 2) Be comfortable in what you say
• Any words confusing you or hard to pronounce?
  (synonyms)
• PRACTICE in front of mirror and mini audience
• Speech is written for the ear, not the eye

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Presidential CandidatesIn preparation for
tomorrow (Wed.)

• 3) Speed of Speech
• TOO S L O W ? audience BORED
• (doubt your competence)
• TOO FAST ? Message may get lost
• Use pauses allows audience to think about and
  reflect what you are saying

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Mark up your speechWhere pauses? Where emphasis?
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Presidential CandidatesIn preparation for
tomorrow (Wed.)

• 4) If you dont believe your message, you wont
  sell it to your audience
• Have faith and conviction over your issues

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Presidential CandidatesIn preparation for
tomorrow (Wed.)

• Know when to shut up
• Too many speakers dont know how to conclude
  their speech
• Review your highlights
• Remind the voters
• WHY YOU WANT
• THEM TO VOTE FOR
• YOU!

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Presidential CandidatesIn preparation for
tomorrow (Wed.)

• 6) Candidates better be here Wednesday
• If you are NOT HERE, then one of your campaign
  team members will have to take your place THAT
  DAY
• -Suggestion Extra copy of speech to someone else
  in group may be a good idea.

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Questions?

• Get into your campaign teams and start
  practicing!