By Isaac Ato MENSAH
Accra – 3 December, 2018.
In the wake of the passing of George Hebert Walker Bush, the news media have been celebrating him by recalling quotations from some of his most famous speeches.
‘Read my lips, no new taxes’, is the famous one. Why? He turned his back on his own words and imposed new and higher taxes.
No written speech is complete until it is delivered.
Due to this fact, even though many discerning people can tell that politicians, business people and even sometimes young clergy have their speeches written for them, they still give full acknowledgement to those who delivered the speeches.
Whilst remembering the speeches of George H.W. Bush, it is right that as an integrated communications firm, we also reflect on the work of speechwriters.
There are many rules for speech writing, but as a general rule, you have to know your audience, the occasion, the theme (usually given to you by the event organizers) and the time allotted to you.
But, what if you were just called upon to speak because maybe someone among the organisers just observed your dignified presence or a scheduled person fails to turn up?
Or still, it was just decided that an item was missing from the agenda?
And you are the one most suitable to deliver it according to the protocol team?
This means that everyone must learn how to deliver a speech.
But, for today, let us focus on professional speechwriters.
These persons must be broad minded, capable of handling a punishing schedule and have the forbearance and right attitude to accept changes in the theme, the preferences of the person to deliver the speech, capable of handling large volumes of data and perhaps most importantly get into the head of the reader – your client.
In a certain sense, speech writing is an art where you have to put yourself in the audience and produce those lines that evoke those standing ovations.
It is also a science where you are required to follow the mechanics of speech writing and deliver to client specifications – all the time.
Speech writing is an important PR function.
Both in Ghana and around the world, PR roles are often taken by persons who have practised journalism for many years.
It is intuitively assumed that after many years of media practice and, writing and editing, journalists can handle the public, and are well informed so that they can write the kind of speeches that will receive very few criticisms.
Now let us enjoy seven of the famous quotes from George H.W. Bush……
“Think about every problem, every challenge, we face. The solution to each starts with education.” A useful maxim for us right here in Ghana.
“Look to the very heart of Europe, to Berlin, and you will see a great truth shining brighter with each passing day: The quest for freedom is stronger than steel, more permanent than concrete.” — November 1989, as news networks around the world showed the fall of the Berlin Wall.” Another important admonition as waves of migrants leave Africa for Europe and another group from Latin America approach the southern US border.
“And I do not mistrust the future. I do not fear what is ahead. For our problems are large, but our heart is larger. Our challenges are great, but our will is greater. And if our flaws are endless, God’s love is truly boundless.” Ditto for Ghana.
“The anchor in our world today is freedom, holding us steady in times of change, a symbol of hope to all the world.” Here does the president have in mind, the masses – the hewers of wood and drawers of water?
“I think the spirit of America, one American wanting to make another American’s life better, or internationally our desire to see countries do better, or people in countries do better, coming from this concept of volunteerism is a very valid and important part of our internal being.” If you say so, Mr. President. ……
“America is never wholly herself unless she is engaged in high moral principle. We as a people have such a purpose today. It is to make kinder the face of the nation and gentler the face of the world.” – Inauguration speech, 20 January, 1989. As for this one, let us simply say history shall be the judge here.
“And my opponent won’t rule out raising taxes. But I will. And the Congress will push me to raise taxes, and I’ll say no, and they’ll push, and I’ll say no, and they’ll push again. And I’ll say to them: Read my lips. No new taxes.” — 18 August, 1988, acceptance speech, Republican National Convention. We all know what happened to that and the promises of other politicians.
Rest in Peace, Mr President.
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