1. Groundwork for speech

PR specialists are often asked to write a speech for a client; ready texts should be approved by company’s chiefs and client.

Speechwriter must have empathic ability –the ability to think and feel much of the person who will give a speech.

Researching audience. To research the potential audience means to prepare answers to the questions: who, where, when, how many people, what time, what purpose, how long and other speaker’s topics. To find the answers, it might be necessary to talk with a number of individuals and get as much information as possible.

Learning the speaker is the next step. PR specialist should study the speaker’s talk to other groups, to staff, to another audience to know his mind works, his ability to speak, his manners.

Groundwork for the speech

1) Talk to the speaker before beginning to write a rough draft on the speech. Discuss objective, approach strategy, scope and facts, quotes, jokes and anecdotes the speaker would like to include.

*2) Objective determination

**3) Strategy

***3) Approach

Collect all information, make notes, clip information from mass media and keep information in appropriate file(“medicine”, “education” , etc) and use this information while speechwriting.

2. Writing the speech

Writing the speech is a multistep process involving an outline and several drafts.

Outline for the speech has 3 main parts: the opening , the body (основная часть) and the closing( conclusion)

Deductive method of speechwriting

The opening establishes contacts with the auditorium, it should inform the public what the topic is, its importance to them and the speaker’s plan.

The body presents the evidence , all key points. Quotes from experts, facts and figures, example may be used here. Any speech must tell listeners why they will gain from the ideas being expressed. Here are some typical speech structures:

• Where we were, where we are, where are we going, why this is good foe audience

• What is it, how it works, how to use it, why it helps the audience

• What we are doing, why we are doing it, how we are doing it, why it is good for the audience

The main idea formulating is the central point of the speech. The speaker can make a pause here, tell stories or anecdotes and then again come back to the central idea.

The closing or conclusion summarizes the evidence, pointing out what it means to the audience.

Inductive method of speechwriting-

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Prepared Drafts are used by the speaker to add some new facts, ideas, cross out phrases that does not seem to fit. It is a process when the speech becomes a natural expression of speaker’s personality.

Words in the speech

3. Helping the speaker

The speaker may need a coaching, the speech should be voiced enough times for the speaker to become familiar with it and permit improvement. Everything is important:

Tone of voice

Pauses

Gestures

Speed.

The speechwriter must check the place and technical appliances , predict all possible questions and prepare answers.

Task for office hours- Verbal communication ( 1, 3)

Task for IWS- Communication in different cultures ( 2, 4)

Glossary

Groundwork	подготовка ( речи)	әзірлеу
Research	исследование	зерттеу
Rough draft	черновой набросок	нобай жоба
Quote	цитата	сөздәйек
Persuade	убеждать	сендіру, иландыру
Hostile	враждебный	дұшпан, жаулық
Introduction	введение	кіріспе
Main part	основная часть	негізгі бөлім
Conclusion	заключение	қорытынды
Gesture	жест	дене қималы/ мы

Literature

Mandatory

1.Шарков Д., Public Relations, учебное пособие, М. 2009, стр. 67-89

2. Аги Р., Самое главное в PR, стр. 114-118 (KAU library)

Recommended

3. Murray A. Public Relations, UK, 2008, p. 78-89

4. Henslowe P. Public Relations, Kogan page, 2010, p. 56-67

27-28. Press Conference

1. Press conference in PR action

Press conference is a meeting with double-side communication, where reporters ask questions. Press conference is called by an organization to announce an important news in the following cases:

1. to announce the news of considerable importance to a large group of people;

2. to explain a matter of public concern;

3. to give reporters requested access to an important person;

4. to demonstrate new product or to explain new invention to the media.

Advantages of a press conference: quick , simultaneous and broad information dissemination.

Disadvantage- it is impossible to predicate all questions, sometimes hostile, at press conference.

Most of the press conferences have positive inventions, but sometimes the reporters’ reaction may be negative. Mostly it depends on a company’s reputation: if the reputation is good, public will adopt all excuses and explanations; in the opposite case, it is recommended to take a position of defense. But in both cases PR specialist must create the atmosphere of collaboration.

Press conference may be of two types:

*1)

2)

PR role is to demonstrate when and if a press conference is needed. The only requirement is news announcement. Press conference called with the aim to stir up publicity without any important reason may alienate journalists.

2 Press conference planning

The conference should be scheduled at a time convenient for the journalists, that time depends on local situation: if a town has only one daily newspaper the best time will be morning, if it is a morning newspaper- afternoon. For TV morning hours will suit more. In general, morning or early afternoons are best for both print and broadcast media. For trade press , late afternoon press conference will be more convenient.

*PR specialist should avoid:

**Location for press conference must meet several criteria:

*Invitations for the press conference :

Invitations should be marked ‘RSVP” ( French- be polite to respond)- responds make it possible to determine the size of the meeting room, the number of seats and the number of press kits. But it is better to phone the invited reporters several days before press conference to get a tentative answer.