I. Building Your Speech

Preparation
Too many people who have to give a speech either don’t think about the speech at all before giving it, or they’re so overwhelmed by the thought of having to deliver a speech that they can’t think straight about preparing for it.

The Importance of Knowing Your Audience
To do a good job of speaking, you have to know whom you are speaking to. It never pays to ramble or tiptoe around the edge of a subject while your audience loses interest. Thus, before beginning any speech you must identify and consider any initial barriers that your audience may have to being receptive to your message. If there are any, you will have to overcome them before you deliver your message.

Should You Accept the Speaking Engagement?
Before accepting a speaking engagement, there are some fundamental facts you need in order to decide if it’s appropriate to participate in an event. (If you have any doubts, ask for a couple of days to respond, and make discreet inquiries.)

Openings
Many speakers have an incurable urge to leap directly to their main message. This desire is understandable and sometimes it can even be useful. Certain kinds of audiences at certain kinds of events are there strictly to be informed, not entertained. For example, a division head making a short report to his board of directors can be pretty sure that the board wants quick, comprehensive information. Similarly, if you’re called upon to participate briefly in a discussion or Q&A session, it pays to stick to your point.

Endings
Lord Mancroft once observed that a speech is like a love affair: “Any fool can start one, but it takes real talent to end it.” You’ve opened your speech colorfully, crafted it brilliantly, supported it with pithy quotes and gentle humor. Now how do you conclude it?

A Shortcut — When There Isn’t Time to Be Thorough
When deadlines press and other duties intervene, you may not be able to devote as much time to preparation as you want. Never fear. There is a shorter method that — while not as deliberate as writing a full script — still covers all the essentials for standard presentations. This is the “reverse countdown” or “bottoms up” approach, a simple, six-step formula for preparing an effective presentation when preparation time is at a minimum.

Planning for the Overseas Audience
Just as time can be a strain on preparation, so can travel. Different speaking rules apply in different parts of the world — even in different parts of a single country. American southerners go in for elaborate courtesy and “ole boy” humor while Californians go for a more “laid-back” style. Around the globe, differences are even greater.