Speechwriting for Impact

With all the ways people communicate today, speechwriters face new pressures. In the era of the Internet, YouTube and social media, audience expectations have changed. People still want to hear from leaders directly. But, the words spoken have to be clear, purposeful and persuasive to make an impact. 

Speechwriting For Impact provides people who write speeches with the expertise they need to create compelling scripts. Over the course of two days, you’ll learn how to plan a speech so that it reflects the speaker’s voice, engages the audience, and delivers a memorable vision or call to action. 

You’ll also learn how to: 

  • Use your audience analysis to forge a strong connection between speaker and listeners;
  • Craft key messages that resonate;
  • Give your speech a solid structure;
  • Write in a conversational tone;
  • Harness storytelling, rhetorical devices and humour to reinforce important points; and
  • Apply speechwriting metrics to craft a solid speech for every occasion.


Throughout the course, you and your fellow participants will analyze video excerpts of speeches that demonstrate best practices. Plus, you’ll engage in discussions and take part in thinking, planning and writing exercises. Your instructor, who has more than 25 years of speechwriting experience, will offer feedback on your work and share real-life anecdotes about speechwriting issues and challenges she has encountered.

Whether you work in government, industry, business, or the not-for-profit sector, and whether you write for yourself or for someone else, you’ll take away a wealth of knowledge from this course that you can use immediately and throughout your career.

  • Topics
  • Audience
  • Instructor
  • Planning your speech

  • Establishing key messages—applying a methodical and strategic approach

  • Outlining your speech

  • Harnessing the power of storytelling

  • Beginning a speech

  • Ending a speech

  • Working with words

  • Capitalizing on rhythm

  • Freshening your style: being warm and personable

  • Writers and communicators who want to improve their speechwriting skills
  • Anyone who expects to be doing more public speaking

Martha Lynch is an award-winning business writer with over 20 years’ experience in corporate communications. She has written speeches for executives, government officials, sales and marketing teams, in a wide variety of sectors including energy, consumer products, education, and telecommunications. In addition to leading a busy communications consulting practice, she has taught communications at Ryerson University, Seneca@York University and Centennial College. She believes the best speeches should move people to action, and looks forward to sharing her knowledge of speechwriting technique with participants in the Speechwriting with Impact course.

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