Maximising the impact of a leader’s speech
A speech is far more than its words and where it’s delivered.
If the aim of a speech is to spread a message, the speech itself is just one component of the messaging.*
To maximise the impact of a leader’s speech, it needs to be embedded into the broader messaging strategy and will require:
– Strong strategic focus
– Objective-led content
– Clear narrative structure
– Natural flow and build-up of points
– Key phrases and soundbites
– Authentic voice
The speech itself is a central event, and communications will work across three phases and in the relevant channels (all of them, usually) to maximise and leverage its impact:
– Pre (buildup)—: announcement/“teasers” on social media, external media, website, newsletters, mails, connecting with potential audiences and partners
– During—: live commenting/coverage during the event, esp on social.
– Post—: interviews, high-level summary and reporting, more detailed follow-up to specific targets, external media
*Yes, there are exceptions. ? When the speech, speaker and topic are already at the centre of attention, then anything will be news. – But that’s usually only at moments of global crisis, high-profile scandal or disaster—or, more positively: when the message is world-changing good news.)