Ten Rules for Giving a Great Speech

by James Gray

the running total. Be “you”, imper-

A
s a young business reporter in
the early 1980s, I covered a lot of fections and all. Chances are that no
bad speeches — mumbled,disor- one listening will be perfect, either.
ganized, meandering, interminable, ulti-
mately incomprehensible discourses that 2. Do your homework: The members
sorely tested the inconceivably polite of an audience can tell within seconds
Canadian audiences to whom they were whether you’ve taken the time to
addressed. learn about them, or if you’re simply
delivering a ‘canned’ presentation.
It was left to me, as a journalist, to make At the very minimum, take time to
sense of the just-completed assault on learn the basics about the people
common understanding. Because speak- you’ll be addressing. Talk to speech
ers weren’t always available for inter- organizers about them. Who are
views following their “remarks”— and they? What are their issues, chal-
because I had to produce a story, regard- lenges and concerns? These are the
less of whether or not a speech warrant- kind of questions asked by speakers
ed coverage (usually not) — I was left to who respect those they’re about to
grapple with a perplexing question: just address, because in the end it’s all
what was their point? about serving your audience. Do that
well, and benefits will naturally
Out of this trauma came a determination accrue to you.
to devote my existence to helping execu-
tives give better speeches and ensure 3. Hook them early: At this very
they had a point. Today, I’m a communi- moment, throughout the world,
cation skills trainer, which means I help scores of executives are giving
clients speak effectively to the people speeches to folks who’ve mentally
they need to reach, whether it’s through checked out. Why do so many pre-
a speech or a media interview. senters lose their crowd? It’s invari-
ably because a speaker will fail to
Here are my top ten rules for giving a tell audience members early on why
great speech. the information that’s about to be
disseminated is important to them.
1. Be yourself: There’s remarkable If you don’t tell people, they’ll spend
power in being “you”. "You" are the a few minutes trying to make a con-
person everyone is expecting — don’t nection between your exciting new
let someone else show up in your Web site and their own lives. After
place. If you do try and take on that, they’ll get frustrated and bored
another persona, a puffed-up or too- and their minds will go someplace
humble version of yourself, listeners else. Once that happens, it's almost
will sense your insincerity and tune impossible to get them back. You
you out. Audiences for the most part need to state early on that your Web
are tremendously supportive, espe- site can improve their lives— and
cially when they perceive that then tell them how. If you don’t
speakers are being true to them- hook them early, you won’t hook
selves. The world already has more them at all.
than enough phonies; don’t add to

4 •The Stepping Stone • March 2003

4. Have a point: In high school over his or her time limit. It’s
English, it was called a “theme.” absolutely rude — it shows con-
Whatever. Be able to express the tempt for the audience and dis-
core of your presentation in a sin- plays an inflated ego that’s far too
gle, clear, concise statement that prevalent in business today. It
a 16-year-old can understand. If also indicates a lack of credibility.
you can’t produce that, you If you can’t speak for 20 minutes,
won’t have a speech, you’ll just as promised, why should I ever Easy on the
have verbiage. We’re all craving trust you with any other commit-
the lean, direct, well-organized ment? I love a speaker who’ll get
PowerPoint. It’s the
information and perspectives up and say: "I’ve been given 30 most misused
that a great speech can provide. minutes for my presentation. I’m
It all starts with your point. going to speak for 20 minutes. I’ll technological
answer questions for another 10
5. Keep it simple: How do you and we’ll be done by 12 sharp so innovation since
organize a speech? Think in we can all pile out of here and
threes. I have nine nieces enjoy the delicious lunch that’s
the handgun.
and nephews aged eight to 15, being prepared down the hall."
and when I visit them, I listen With a speaker like that the audi-
carefully to how they tell me their ence knows it’s in good hands, so
stories. They organize their sto- everyone relaxes, free of concerns
ries in “three’s.” Children are about time and listens.
often better communicators than
us because they’re not encum- 7. Easy on the PowerPoint: It’s
bered by our minutiae; they tend the most misused technological
to have a point and get to it with innovation since the handgun.
dispatch. So think like a kid. PowerPoint was developed to
Organize your speech in three enhance speeches, not replace
sections: Introduction, Body and them. When PowerPoint is over
Conclusion. In the introduction, done, as it usually is, speakers
tell the audience what you’re are reduced to tech support for
going to talk about — your point their own presentations, which
— and what’s in it for them. In diminishes them in the eyes of
the body, expand upon your point their audience. PowerPoint has
in three distinct but integrated its place, but you need to run it;
parts. In the conclusion, summa- it shouldn’t run you. After all,
rize your point and state what people have assembled to hear
you want the audience to do with you speak — not to watch you
the information you’ve laid out. read out loud slides that they can
It’s your “call to action” and it’s process faster with their eyes. If
essential. you do use PowerPoint, the rule of
thumb is a maximum of one slide
6. Be brief: If you’re asked to speak per every minute of speech time.
for 20 minutes, speak for 15 and That’s 20 slides in a 20-minute
leave five minutes for questions. address. And please, no more
If no one has any questions, ask than three points on a slide.
and answer your own questions
until you hit the 20-minute mark. 8. Rehearse: There’s no substi-
It’s easy to lengthen a speech on tute for it. The better you know
the fly and much harder to cut it. your speech, the more comfort-
There’s nothing more irritating able you’ll be with it and the
than to have a speaker go way better you’ll deliver it in front of

(continued on page 6) March 2003 •The Stepping Stone • 5

an audience. When you know them. Speak to those people as if James (Jim) Gray is a senior consultant at
National Public Relations and one of the
your story, you’re free to be they were your friends — warm,
company’s primary communications skills
“you”(rule No. 1!) Okay, you’ve caring individuals whom you like trainers. Jim brings an extensive back-
rehearsed in front of the family and respect. By speaking to a few, ground in journalism to the service of our
dog for two weeks now and you’ll be speaking to the many. clients in Canada and the United States. A
you’re still nervous. That’s natu- former reporter with The Halifax Herald,
The Toronto Star and the Canadian
ral. Take the pressure off yourself 10. Again, be yourself: It can’t be
Broadcasting Corporation, he retains a
by speaking slowly (the audience emphasized enough. Recently I sharp edged news sense.
won’t mind; they're still getting to had the pleasure of conducting a
know you). You’ll gain confidence communications workshop with Jim works closely with senior executives,
as you go along — and so will they. a small group of intellectually public figures and athletes, helping them
communicate effectively with the people
challenged adults. They were
they need to reach—through the media and
9. Make eye contact: More than terrific presenters — they were directly, through speeches and presenta-
70 percent of communication themselves. One animated young tions. His training is effective because Jim
relies on the visual component. woman, upon receiving the video plays an integral role in the formation of
People won’t buy what you’re say- tape of her speech at the end of compelling key messages — messages that
reach their targeted audiences with power
ing if you don’t look them in the the session, hugged the tape
and credibility.
eye. But when you’re facing an with both arms and exclaimed:
audience of several hundred, how "I love me!" An expert in crisis communications, Jim
can you possibly look everyone in frequently provides counsel to organiza-
the eye? Pick out three or four Beautiful. She’ll need no coaching on tions facing challenging public and internal
issues. In addition, he’s often called upon to
supportive faces in different being herself.

advise companies and associations on the
areas of the room and speak to planning of their overall media strategies.
Jim conducts media skills, presentation
skills and crisis communications training
across a range of industries. He has strong
expertise in the pharmaceutical, financial
services and technology sectors. Jim is a
graduate of Acadia University in Wolfville,
Nova Scotia.

Rights Reserved. ISSN1499-0806

More than 70
percent of
communication
relies on the
visual component.

6 •The Stepping Stone • March 2003