Presidential Speechwriting

1. Presidential Speechwriting

2. Presidential speeches are rarely the work of the president himself • Being able to write well is NOT an ordinary requirement in a President • Think about the amount of speeches a President has to deliver… • 100s of speeches per year (different occasions) • Use same one over and over doesn’t look good (media will eat a candidate up) • How could he possibly spend the amount of time researching while all the other roles he is involved in?

3. One myth – isn’t that make the President a ventriloquist dummy for the speech writer No – all recent Presidents have worked over the draftssubmitted to them so that when the finished product becomes public, the President can say (in most cases), the speech was his own. Some even write the first draft of the speech Ex: Ronald Reagan

4. Who are these “ghostwriters?” • Men and women who often have a “passion for anonymity (secrecy)” • Most often – team of writers • Head speech writers • Major speaking events • Assistant speech writers • Remarks, greetings, toasts for State Dinners Eventually it comes out who they were $ Annual Salary for Professional Speechwriter – $62,000 – 94,000

5. President Obama’s  Jon Favreau The “Ghostwriters” • White House Director of Speechwriting (09-13) • Worked on the Kerry Campaign (2004)  met Obama • He became the second-youngest chief White House speechwriter on record • His salary was $172,200 a year. • Left for Hollywood (screenwriting)

6. Process Involved Ex: Obama’s inaugural speech 1) An initial hour-long meeting • President-elect spoke about his vision for the address • Favreau took notes on his computer 2) Spent weeks on research 3) His teamgets to work • Interviewed historians and speechwriters, studied periods of crisis, and listened to past inaugural orations. Wrote FIRST DRAFT! • The inaugural speech will be shuttled between them [Obama and Favreau] four or five times… FINAL VERSION

7. Current - Cody Keenan • Started as an intern with the Obama campaign in 2007  junior speechwriter • For the last two years, he’s been deputy director of speechwriting (under Favreau) • Before Keenan showed up for his first day on the Obama campaign, he listened to Obama’s two books on tape and stayed up all night watching YouTube videos of Obama’s speeches to understand his speech patterns

8. Speechwriting in Action

9. Our candidates will be giving STUMP SPEECHES Custom of 19th Century Political candidates would stand upon sawed off tree trunks to deliver their speeches from town to town

10. STUMP SPEECHES • Campaign Trail – Candidate may use same speech for use at some public appearances but will tweak it will local stuff (2012 Romney speech example) • One of the most important components of a presidential campaign • This is where a candidate can: • Weave promises and attacks • Lay out ambitious plans • Connect with voters on a personal level.

11. Mitt Romney • Mr. Romney likes to add some "local color" to his speeches — mentioning the chilly weather and ski slopes in New Hampshire, for example. It's a common technique that makes voters feel like a candidate knows them and their town. - Ashley Parker, reporter

12. When writing/listening to a speech – What Rhetoric Techniques are being used by the speaker? • Def: the ability to use language effectively; The art of influencing others through the use of words

13. Rhetorical device #1 - American Exceptionalism • Elicits support from the audience and convinces listeners that the speaker can restore the United States to greatness. • related topatriotism(BUT STRONGER) • Used to promote confidence in the candidate • Ex: Obama Addressing West Point graduates https://www.youtube.com/watch?v=JjG0aaUOhhU

14. Rhetorical device#2 - Voicing • Using the voice of another within a speech to create proximity and credibility. • Ex: Obama quoted famous Americans, such as Dr. Martin Luther King, Jr., and personal stories from everyday Americans, which helps the audience connect emotionally with the speech. https://www.youtube.com/watch?v=zncqb-n3zMo

15. Rhetorical device#3 - Motif • Involves the repeated presence of a concept, which heightens its importance and secure emphasis in a speech and draws attention to the idea. • Obama’s last campaign speech in 2012 (Listen for Voicing and Motif)

16. Presidential Candidates:In preparation for Speeches (Tues.) • To an audience, PERCEPTION IS REALITY • Consult with PR on your clothes (appearance) • Think about your gestures and facial expressions

17. 2) Be comfortable in what you say • Any words confusing you or hard to pronounce? (synonyms) • PRACTICE in front of mirror and mini audience • Speech is written for the ear, not the eye

18. 3) Speed of Speech TOO S L O W  audience BORED (doubt your competence) TOO FAST  Message may get lost Use pauses – allows audience to think about and reflect what you are saying

19. Mark up your speechWhere pauses? Where emphasis?

20. 4) If you don’t believe your message, you won’t sell it to your audience Have faith and conviction over your issues

21. Know when to shut up 2 mins! Too many speakers don’t know how to conclude their speech Review your highlights Remind the voters WHY YOU WANT THEM TO VOTE FOR YOU!

22. 6) Candidates better be here Tuesday If you are NOT HERE, thenone of your campaign team members will have to take your place THAT DAY -Suggestion: Extra copy of speech to someone else in group may be a good idea.

23. Questions? • Campaign Speechwriter(s) EvaluationI(35 pts) • By President • If Pres. wrote speech – Campaign Team evaluating • Candidate’s Speech Evaluation by the AudienceI(10 pts)