Dancing Priest

Author and Novelist Glynn Young

speechwriting

The Poetry of Speechwriting

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The most solitary job in corporate America is not the position of CEO. It’s the position of the CEO’s speechwriter. It can be the loneliest job as well.

I spent about two thirds of my career in speechwriting. Forty years ago, no one aspired to be a corporate speechwriter. You would find people who wanted to be presidential or political speechwriters, but most people who ended up in corporate speechwriting did so by accident. In my own case, I was 25 years old and assigned to a huge issue threatening to disrupt the company. The executive in charge of marketing needed a speech on the topic. The regular speechwriters are unavailable, so I was asked to do it. My strength was, in this case, knowing the subject matter. I had written speeches for myself; I had taken a course in American speeches in college. But I hadn’t written for someone else. 

The speech went well. After the speech, the executive said, “I thought the audience was going to be jumping up and down on the tables. They told me that no one had explained how an issue in Washington, D.C. affected them and their businesses before, at least in language that made sense.” From that point on, he wanted no one else to write his speeches. I was moved to the corporate speechwriting group. 

Later, I was hired by another company to do general PR work, not speeches. But the VP for my division was unexpectedly put on the speaking circuit by the CEO. No one else in our group had experience in speechwriting. My career was becoming known as “speechwriter by accident;” it wasn’t long before I was moved to the corporate speechwriting group. The same circumstances repeated themselves for my next two jobs, until I was put in charge of corporate speechwriting.

Poetry at Work Poetry of the Workspace

Most communications people don’t like speechwriting, and it’s no surprise. Someone else always gets the credit for your work, unless it goes badly; then it’s your fault. You often find yourself dealing with temperamental CEOs and occasionally being yelled at. The hard work of writing a speech never happens in teams. What happens in teams is various vested interests wanting control or wanting to insert a favored program or idea. You don’t win popularity contests by refusing to cite someone’s pet project. It takes a long time, but eventually, if you’re good at what you do, people come to respect and rely on your judgment. Usually.

A speech is unlike any other kind of communication. It’s created on paper or on a screen, to be read or referred to, for people to hear it and understand it. You write for the eye to be read by the voice to be heard by the ear. It’s tricky.

I attended a number of speechwriting seminars and workshops, but nothing helped me like reading and reciting poetry. The best speeches have a quality of poetry about them – the rhythm, the cadence, the pace, the ideas coming at you in orderly but unusual ways. I relied heavily on three modernist poets – T.S. Eliot, Wallace Stevens, and Dylan Thomas. They were my guides and mentors. When I had trouble with writing, I turned to Four Quartets or “Thirteen Ways of Looking at a Blackbird” or “Do Not Go Gentle Into That Good Night.”

I started writing key sections of speeches – the critical emotional parts – by hand, and often in free verse form. The best-known speech I ever wrote was first written almost entirely in free verse form. It helped make the executive famous and turned an industry on its head. Seven years after it was first given, four years after the executive had retired, requests for copies of the speech were still being received by the company. That’s unheard of in most speechwriting circles, including political; it remains unique in corporate circles.

And it was poetry that infused that work.

From Poetry at Work: “Speechwriting is a solitary profession, devoted largely to reading, writing, search, and study. It may be the closest thing we have today to the monastic life outside the monastery, except that at critical stages, the whole world seems to step in. Speechwriting requires ongoing interaction with executives, content experts, librarians, academics, PR people, attorneys, outside consultants, and even other speechwriters. To do it well, the speechwriter must manage all of those people and not let them get in the way of what the executive has to say.”

This article was prepared for the Literary Life Book of the Month discussion group on Facebook.

Top photograph by Alem Omerovic via Unsplash. Used with permission.

Have You Tried Writing by Hand?

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Writing by hand

In the summer between my freshman and sophomore years in college, I taught myself to type, and for a very good reason. I was starting my introductory journalism classes in the fall, and typing was a requirement. So, in whatever free time I had that summer (I was also working a summer job), I could be found sitting at my desk in my bedroom, following a self-instruction manual, pecking away on an electric typewriter my parents had bought for me.

I took my electric with me when I returned to college. My first day in my basic news reporting course, I discovered we had typewriters at every seat – old Royal manualtypewriters. My fingers, used to the needed light touch on an electric machine, had to learn how to pound on a manual.

Gradually, I got used to typing on a manual for journalism writing. All other writing – papers, research texts, history and English assignments – were typed on my electric in my room. At times I felt I had a bit of a split personality, but I made do.

I graduated, and my first job was as a newspaper copy editor. The copy desk used IBM Selectric typewriters, which, fortunately, I was familiar with from my father’s printing and mailing business. For the next decade, the IBM Selectric was my friend, first at the newspaper and then my work in corporate communications.

In 1984, my IBM Selectric was replaced by an IBM 286 computer, with a floppy-disk drive. In the days before email and networked computers, I could copy a document to the dick, hand the disk to a secretary, and watch her print what I had written. For someone like me, with speechwriting and regular revision of texts was standard operating procedure, that IBM 286 was something close to miraculous. We bought our first home computer, an Apple IIGS, in 1988.

In the late 1980s, I was working on a speech. It wasn’t just any speech; it was one of those groundbreaking speeches that would likely change a lot of things. (It would eventually turn an industry upside down and become known as “the speech that refused to die.”) And I was having trouble – how was I going to bring the speech to a close? Up to the last two pages, the text moved and soared – and then went completely flat.

I had seen a program on PBS whose subject related to the subject of the speech. We obtained a copy of the program, and I brought it to the television and cassette player in our conference room. My desktop computer stayed where it was – on the desktop (this was before laptops had appeared). I watched the program, and I suddenly knew how to end the speech. With nothing to type with, I started writing by hand.

And I learned something. I wrote differently when I wrote by hand as opposed to typing on a typewriter or computer keyboard. The revelation startled me. Could technology affect how I wrote?

After typing the new conclusion to the speech and sending it off to the executive for review, I took a hard look at the text. And, yes, I could see the difference. The most emotional part of the speech – the part that packed the biggest wallop – was the part I had written by hand.

I tried this with other speeches and other kinds of writing. And it held true. From then on, if I needed an emotional section, I would write it first by hand.

I still do that. Virtually every poem I write is written first by hand. Several sections of my three novels were first written by hand. Even parts of my non-fiction on poetry at work were written by hand.

I can’t explain it, but writing by hand connects me far more emotionally to what I’m writing than simply typing the text. I’ve also found that writing by hand helps when I hit a wall or dead end.

It’s one reason I carry a journal with me wherever I go, including church.

Have you tried writing by hand, or using writing by hand to help you through difficult parts of a text?

Photograph by Adolfo Felix via Unsplash, Used with permission.

He Wants to See You. Now.

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Writing for the CEO

The phone rang. Focused on the words on my computer screen, I absentmindedly picked up the phone.

“He wants to see you.”

“Now?” I asked.

“Now.”

I grabbed my suit coat (that’s what we wore in those days), made a mad dash down my building’s back stairs to the tunnel connecting all of the buildings on our campus. I surfaced in the executive building next store – a place of granite, art work, and polished wood bathed in toney silence.

In corporate communication circles, I occupied one of the high positions – the CEO’s speechwriter. I had written for CEOs before him, and I would write for CEOs after him. But no one had the reputation this CEO did.

He had run through three speechwriters in four months before I received the dreaded invitation. I had written a speech for another executive that had received outsized attention inside and outside the company. And that call came from the head of communications: The CEO wants you to write his speeches.

In normal circumstances, I would’ve been thrilled. These were not normal circumstances. This CEO could be awful to work for. He seemed to relish being awful to work for. His supervisory style was known as management by intimidation.

I had already set a record for being one of his speechwriters – I had lasted more than a year.

I reached the outer office where his secretary sat. She nodded toward his door, slightly arching a eyebrow.

The eyebrow was code. The CEO was not in a good mood. I didn’t know how I was going to handle going back to square one in our working relationship.

I took a step toward his office and he started yelling at me. Literally yelling. And waving the pages of a speech draft I had written.

You don’t know how to write. This is trash. It’s the worst thing you’ve written. You think you’re a writer but you’re not. I don’t have flacks write for me. This went on for some time.

I sat in the chair in front of his desk and let him finish his rant. I knew it wasn’t the speech draft. I knew I had written a really fine draft. But I knew it must be something, so I listened for clues.

When he finally muttered something about me not knowing how to write for certain audiences, it clicked.

“It’s the audience, isn’t it?” I asked.

He exploded.

After the rant subsided again, I spoke. “You’ve never spoken to a minority audience before, have you?” I asked, surprising myself at how abrupt I was being.

He sat there, glowering at me.

“What if we do this,” I said. “I will send the draft to” – I named two company executives who happened to be minorities – “and have them read it. And see if they think it’s OK for this audience.”

Grumbling, he agreed.

The CEO never allowed anyone to read his speeches beforehand. So, this was a rather unusual move for him, underscoring his high anxiety.

The two executives read the draft. One suggested a single word change (in a 2,000-word text). The other said he wouldn’t change anything, and that he would give the speech if the CEO wouldn’t.

The CEO gave the speech, to a group of 250 minority business students.

A couple of days later, I received another phone call.

“He wants to see you.”

“Now?” I asked, knowing the answer.

“Now.”

When I arrived, the secretary nodded me toward the door and winked.

That was a good sign.

I walked in his office.

“I gave a great speech,” he said. “I knew it would go over well. They gave me a standing ovation.”

I nodded. “I don’t think I would have expected anything less.”

He nodded. “So, let’s talk about the Boston speech next month.”

After 18 months of my career being over once a week, we both had had one of those business epiphanies. He realized that I might know more about something than he did. And I realized that there was a human being sitting behind that executive desk.

(This story is one of many that helped to create the character of Jay Lanham, a communications professional in my novel Dancing King.)

Photograph by Taylor Nicole via Unsplash. Used with permission.

Writing Who You Are

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Writing who you are

The spoken word has much to do with how I write fiction.

My professional career in corporate communications spanned some 40 years. For most of that time, I was either a corporate speechwriter or not very far away from speechwriting. Even when I was serving as a spokesman for a crisis (a plant explosion, a train derailment, government actions upending a product and its market, to mention a few), I would usually have an executive speech assignment waiting on my desk.

It’s perhaps the toughest job in corporate communications (or any other kind of communications). You’re writing for another person. To do your job well, you have to write like that person speaks. That means you have to listen more than you talk. You must understand what’s on the audience’s mind. And you’re constantly moving across communication media – from the words you’re writing to the words an executive is speaking to the words the audience is hearing.

Speechwriting is also rather anonymous. Someone else takes credit for your work. That is, unless the speech doesn’t go well. Then you get the full credit (blame).

Most people in communications hate speechwriting.

I didn’t mind the anonymity. I did mind being at the CEO’s beck-and-call on nights and weekends. I liked the largely solitary work. I didn’t like the politics surrounding the CEO’s speeches. One CEO I worked for was so sensitive that he had one hard and fast rule: no one in the company could see his speech drafts unless they came and asked him face-to-face for permission.

Speechwriting taught me to write with a voice, and that the best speeches were the ones that expressed emotion in the right way and in the right places. It taught me that the most critical part of the job was not the writing but the listening. I learned to listen, and listen hard.

Dancing KingI had also been around the speechwriting life long enough to know that it is very rare for a speechwriter to write effectively for both the CEO and his or her successor. You have to know when it’s time to do something else.

The stakes can be high. I wrote hundreds if not thousands of speeches, but I wrote three speeches that changed a company and changed an industry.

Speeches and speechwriting play a critical role in my third novel, Dancing King. It’s no coincidence that the communications guy writing the speeches for the main character also handles his crisis communications. The speechwriter moves back and forth between the roles. The defining conflict between the hero and his antagonists is a speech, one that sums up what the hero is about and the change he’s calling for.

That’s what they call “writing what you know.” It’s also “writing who you know.”

In On Being a Writer: 12 Simple Habits for a Writing Life That Lasts, Ann Kroeker (co-author with Charity Craig) says that “writing is more than what I do or coach. I discover who I am.” It teaches you about how you think, how you react, what you believe is important, what cannot be compromised, and what is superfluous. Writing is about the word; for Christian writers, it’s about the word and the Word, the logos.

That word – logos – means “word,” but it also means “spoken word,” what we call speech. It’s the oldest form of creativity we know, there from the creation.

Photograph by Bogomil Mihaylov via Unsplash. Used with permission.