Speechwriters are often called upon to collaborate with spokespeople to create compelling speeches for high-profile media appearances. PR specialists create speeches for prominent personalities in both public and private sectors. The speechwriting process involves preliminary meetings, extensive research, critical assessment of drafts, and, in some cases, delivery coaching or media training.
Some of the most successful speechwriters in history are relatively anonymous, even if their words are indelible. President Barack Obama collaborated with Jon Favreau during the 2008 campaign process, and John F. Kennedy worked with Ted Sorensen. Martin Luther King, Jr., improvised the most famous parts of his “I Have a Dream” speech in 1963.
PR professionals consider audience demographics and inject an appropriate amount of humor, anecdote, or rhetorical devices in order to engage and appeal to listeners. A length of 20 minutes or less is desirable, as longer speeches may result in a loss of interest or focus by the audience.