PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare

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Fundamentals of Public Relations MCM 401

Lesson 40

PUBLIC SPEAKING -- A PR TOOL

Overview

Public relations professional has very often either to speak or make arrangements and prepare its

management chief or other department heads to deliver speeches for various reasons at different occasions

.It is important that these should be well written, well spoken and convey clearly the objective for which

these are being made. In this lecture we will inform the students about various stages and advantages of

making such speeches and how to conduct them and use these to the advantage of the organization.

"Just saying a few words"---- Basically this implies that to speak less but with authority and with

facts will be the best and effective policy. This implies that it is the best and a most desirable low key & high

quality approach to PR

Key Benefits

It helps promote you as an expert in PR.

It develops awareness of your company, group or cause.

It offers you an opportunity to obtain feedback from people you do business with.

It helps generate sales & business leads.

It is good means of networking with potential contacts.

It generates follow up opportunities to speak to other interested groups.

It is cost effective. You don't pay to make speeches & very often it can actually earn you money.

How To Prepare

In order to be effective it is imperative that the speaker should answer following questions.

Who will be in the audience & how many of them will there be?

What will be their interest?

Will they be male or female or both & of what age?

What attitudes will they have, about your subject & the world in general?

Are they hostile to certain subjects & enthusiastic about others?

Are there issues particularly troubling them at the moment?

How much do they know about the subject?

Has the audience listened to a similar talk recently?

How long will you be expected to talk?

Will there be question answer session afterwards?

Will there be a PA (public address) system to amplify your voice?

Fundamentals of Public Relations MCM 401

What to say?

Be Interesting

Budget your time

Be entertaining

How To Develop Your Speech

Decide key points.

Create a logical order.

Draft the speech.

Your final notes.

Preparing To Speak

Practice makes perfect.(Rehearse and read it many times)

Delivering your speech.(Style) Speak slowly, clearly and do not shout.

Case history: (Without preparation many speakers cut a sorry figure.)

Following up your speech.(Distribute your speech to the press)

Why You Might Turn Down Speech

It will take too long to research & write the speech.

It won't lead to other opportunities.

You can make a more profitable speech elsewhere on the same night.

Not enough of the right people will hear your speech to warrant the effort.

There may be others to speak who you don't want to speak against.

Exploiting Existing Public Speaking Opportunities.

Effective way is organizing seminars.

Seminars are great opportunity for market research & to obtain desired feedback.

Organizing A Seminar

The venue.

Setting up the fee.

Promotion.

Finalizing numbers.

Preparing the work materials.

To Sum Up --- Remember

Collect Data.

Make Notes.

Fundamentals of Public Relations MCM 401

Rehearse.

Speak slowly yet with authority.

Be short & precise.

Don't shout.

Keep note of audience mood.

Don't use difficult words.

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