May '11 PR Rankings Issue - Odwyerpr.com

FEATURE
What to do after your speech has been delivered
By David Ritchey
Your speech was a rousing success.
The audience applauded, some
cheered. Everyone at the podium
shook your hand. One told you: “Best
speech I’ve heard in a long time.”
Then, like a film in slow-motion,
everything faded away and you’re alone.
What do you do now?
How can you extend that success?
How can you make the most of your
moments of glory on the stage?
First, be prepared to answer questions
immediately following your speech.
Many people will want to know more
about what you had to say.
Second, some people may want a copy
of your speech. You have several options
— one, have copies of your speech available
to distribute. Be sure your speech
manuscript has a title page, including the
title, your name and address and contact
information.
Or, take the business card of each person
who wants a copy of your speech and
mail the speech manuscript to each the
next day. Be sure to include a personal
note about how glad you were to meet
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MAY 2011 WWW.ODWYERPR.COM
that person. Don’t send your speech in
an envelope without a personal word of
thanks for being part of the great audience.
Third, a rule of thumb is to make use
of your speech three times.
Copy the speech on high quality paper
and mail it to anyone who might be interested,
in addition those who may have
asked for a copy. Include a letter on
company letterhead that gives the history
of the speech: “I hope you will be interested
in reading the speech I delivered at
the Business Club, June 1, 2011. The
topic was the importance of quality public
relations to the local economy.”
Talk to the op-ed page editor of the
biggest, best newspaper in the area. Give
them a press release announcing your
speech.
Ask if you might submit an article
based on your speech. Most op-ed articles
are limited to 750 words. However,
some editors will take longer articles.
Include a photograph with your press
release. If you don’t have a good headshot
of yourself, hire a good photographer
to take a picture. You need copies
of this photograph for newspaper stories
about your promotion, new job and
awards.
This news story and photograph is one
way you can attract the attention of the
local executive recruiters. And, you do
want the executive recruiters on your
side.
Make changes to the manuscript as
you shorten the speech for publication,
and transition from an oral style to a
written style. Don’t let the editor cut
your work. You know the major points;
make sure they survive in the op-ed article.
Reprint a shorter edition of your
speech in the company newsletter. Work
on the speech, revise it, update it and use
it again for a different audience.
Consider also the newsletter of the
organization you spoke to, and newsletters
for organizations in which you hold
a membership.
Tips before your speech
If the people who invited you to speak
are sensitive to your feelings, they won’t
serve you a meal just before you speak.
I’ve watched speakers make mountains
out of the mashed potatoes, dig
gravy/sauce rivers across their plates,
and spear tomatoes in order to avoid eating.
Many speakers, even some of the
most experienced speakers have a good
case of nervous energy before they
speak.
One of the most positive trends in this
country is to ask if the speaker wants to
eat a meal after making the presentation.
Often, two or three members of the
organizing committee will visit with the
speaker in an adjoining room. After the
audience has finished eating, the speaker
will be brought to the podium, fresh,
alert, not slowed down by too much food
and with no stomach upset from the
lethal combination of food and anxiety.
After the presentation, the hosts have
two options. Give the speaker a gift certificate
to a good restaurant. The speaker,
then, may take a guest to dinner that
night or at a more convenient time. Or,
members of the invitation committee
may take the speaker to dinner.
When the word gets out about what a
good speaker you are, enjoy your fame
and accept other invitations to speak to
different groups. Each speech helps your
career and brings the name of your company
before the public with a human
face.
David Ritchey, Ph.D. is a Professor at
The University of Akron’s School of
Communication.