Structure, rhetoric and strategic impact for the spoken word.

Speech Writing is a one-day intermediate course covering the art of writing entertaining, persuasive and memorable speeches. This course covers the specialist techniques of speech writing, from outlining a well-structured framework to mastering the fine art of rhetoric. You will learn to craft natural spoken language that fits the speaker and the occasion, engages attention, conveys convincing messages, and delivers strategic impact.

This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

This course is recommended for all communications professionals whose role includes writing speeches, presentations, talking points and all other forms of content for the spoken word.

By the end of this course you will be able to:

  • Understand the concepts at the heart of all good speeches
  • Deploy new skills and ideas to put them into practice
  • Plan a speech using methodical techniques to lay sound foundations
  • Outline content for a speech for optimal narrative flow and development of concepts
  • Adapt your writing style for the spoken word including classic rhetorical techniques
  • Write powerful introductions and conclusions with respect to the essential functions of these key speech elements

Speech planning
This module covers strategic approaches and planning techniques to lay the foundations for effective speeches.

  • Tailoring speeches for specific audiences and occasions
  • Messaging in speechwriting for strategic communications impact
  • Selecting and developing appropriate topics, angles and concepts
  • Workshop: plan a speech outline for a senior manager at your organisation

Speech structure and flow

This module covers how to outline and structure a speech framework for optimal narrative flow and development of concepts.

  • Structuring a speech outline
  • Maintaining attention and interest through variety
  • Using transition, signposting and framework devices to orient listeners
  • Workshop: deconstruct a classic speech and extract best practice

Language for the spoken word

This module covers how to “write aloud”: composing texts for oral delivery using natural, colourful spoken language and rhetorical techniques.

  • Principles of spoken language
  • Cadence, balance and repetition
  • Punctuating for respiration
  • 10 classical rhetorical devices
  • Persuasion, narrative and transition techniques
  • Workshop: natural language

Essential components and delivery

This module covers best practice in writing introductions and conclusions, and preparing a speech for delivery.

  • Speech introductions: attention, motivation and rapport
  • Speech conclusions: closure, review and rally
  • Preparing a speech for delivery: notes and visuals
  • Workshop: write a powerful speech introduction and conclusion


Working in partnership with the International School of Communication