how to write a good presidential speech

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How to Write a Presidential Speech

Last Updated: May 19, 2023 Fact Checked

This article was co-authored by Patrick Muñoz . Patrick is an internationally recognized Voice & Speech Coach, focusing on public speaking, vocal power, accent and dialects, accent reduction, voiceover, acting and speech therapy. He has worked with clients such as Penelope Cruz, Eva Longoria, and Roselyn Sanchez. He was voted LA's Favorite Voice and Dialect Coach by BACKSTAGE, is the voice and speech coach for Disney and Turner Classic Movies, and is a member of Voice and Speech Trainers Association. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 115,605 times.

Are you running for president? There are some tried and true ways to write an effective campaign speech. Maybe you're running for school president or another office. You want your speech to be memorable and persuasive!

Presidential Speech Template

Opening the Presidential Speech

• You should make this theme simple enough that you can express it in one sentence.
• Make sure that you repeat your theme several times throughout your speech, especially in the beginning, middle, and end.

• You could start the speech with an anecdote, a quip or a strong quote. Don’t be afraid to offer a little humor, but it immediately clears what you would bring to the table. [3] X Research source
• When ending a speech, you could say: “If I am elected school president, I will focus on lengthening lunch hours, adding more student clubs, and reducing student fees.”

• If you’re running for a student position, review sample student campaign speeches. There are many of these templates online.

• For example, if your audience is concerned about the economy, and you have training in economics, mention it--especially if your opponents do not.
• Tell the audience an anecdote relating to what sets you apart. It will make it more memorable.

Developing the Presidential Speech

• The middle of your speech should be the longest because that's where most of your content lies.
• Don't slack off on the beginning and end of your speech. Even though they are shorter, they can make your speech memorable--or forgettable.

• You could open by saying something like: "Here are the three things we need to change."
• Be specific. Use statistics and human anecdotes to highlight the problem. However, be brief. You want to focus on solutions more than problems.

• Boil the speech down to 2 to 3 key issues that you plan to change. Be very specific when you outline your solutions.
• Expand on each of your key promises by detailing the problem and how you plan to address it specifically.
• Don’t make the middle of the speech too dry. Constantly reinforce your personality and theme throughout the details of your promises.

• Go with the flow. If you notice your audience getting ants, liven up your speech or end it early.
• Stick by the event's rules. Some events may require that your speech is only 5 minutes, while others want it to be at least 30 minutes.

• If you are talking about the Vietnam war, you can make yourself more relatable to younger generations by mentioning the soldiers who were no older than themselves.
• If you are running for high school president, say that you will ensure the administration listens to student wishes for a longer lunch break.

• If you are running for school president, mention things you’ve done that helped the school to make you seem more qualified.
• If you come from a coal mining family, and you are giving your speech in a blue-collar area, mention it! This will make you more relatable.

• For example, if you want people to join your campaign, ask them to vote for you. Be sure to thank them for their consideration as well.

Delivering the Presidential Speech

• Some speeches play to people’s fears and anger, but the best ones remain positive and play toward people’s optimism. People want to know how you will improve things.

• This is why broadcast writing is less dense than print writing, generally. When writing a speech, keep the sentences concise.
• Try to use one direct point per sentence. People can understand complex topics better when they are reading.

• You don’t need to fixate on proper grammar, punctuation, and so forth in a speech that will be given verbally (and presidential speeches are designed to be spoken).
• It’s more important to capture the cadences and colloquialisms of regular speech, while staying true to yourself.

• Ancient philosophers who perfected the art of rhetoric called this “pathos.” An appeal to the emotions.
• The philosophers believed that the core of any persuasive speech should be logos (an appeal to reason). However, they believed that speeches without pathos failed to move.

• Have a clear idea of what you want to say. Keep the finest details confined to notes so that you can refer to them if you need to.
• Remember that giving a speech is theater. You need to be dramatic and show passion, but you don’t want to stumble over words or look down like you’re reading it.

• They say that when people get in trouble, it’s usually because they went negative.

• The best place to include a joke is in the opening of your speech. Create a rapport with the audience and use a joke that is specific to the location.
• Stay away from any offensive jokes and make sure a joke is appropriate to the occasion.

• Show, don't tell. Show your telling points with vivid human stories or a relatable anecdote.

Expert Q&A

• Remember to have good posture while you're giving your speech. Thanks Helpful 13 Not Helpful 1
• If you don't win the election, just remember to be a good sport to everybody. Your opportunities in the future are more likely to become greater. Thanks Helpful 11 Not Helpful 1
• Make eye contact. It's important not to spend the entire speech looking down! Thanks Helpful 10 Not Helpful 1

You Might Also Like

• ↑ https://blog.prepscholar.com/good-persuasive-speech-topics
• ↑ Patrick Muñoz. Voice & Speech Coach. Expert Interview. 12 November 2019.
• ↑ https://www.youtube.com/watch?v=h6sm47j-Am4
• ↑ http://presidentialrhetoric.com/campaign2012/index.html
• ↑ https://open.lib.umn.edu/publicspeaking/chapter/17-3-organizing-persuasive-speeches/
• ↑ http://grammar.yourdictionary.com/style-and-usage/writing-a-school-election-speech.html

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How To Write A Presidential Speech

Katie Clower

The Importance of a Presidential Speech

Presidential speeches have been a prevalent and important part of our country’s society and culture since Washington’s inauguration in April of 1789 in which the first inaugural address, and presidential speech in general, was delivered. Since then, we as a country have beared witness to countless presidential and political speeches. Some have been moving, some inspirational and motivating, some heartbreaking and tear-jerking. Others have made us cringe out of anger, fear, or disappointment. Some have simply fallen flat, having been described as boring or awkward or unsettling.

Many presidential speeches are remembered and regarded to this day, despite how many decades or centuries ago they were delivered. Often, we remember and reflect on those which were the most special and important. But, in some cases the horribly written or delivered ones stick out in our minds, too. This writing guide is designed, in part, for those presidential or politician candidates and hopefuls to use as a tool to ensure their own speeches will be remembered and reflected on for years to come, for their positive messages and audience responses, not the opposite.

If you are not or do not plan to be a politician or president, do not stop reading! This guide is also written with the average person, even one with little to no political ties or aspirations, in mind. Public speech is a large aspect and topic of discussion in our society, one that has become critical to the presidential process. As such, many of us may be fascinated by and curious about the process of constructing and delivering a successful presidential speech. This guide will convey all of this information via data and analyses of previous both renowned and failed presidential speeches, deductions of what it was that made them so great or so catastrophic, syntheses of expert research and findings on the topic, and more. It does so in a casual, easy-to-follow tone, further making it a read for all.

Another reason this guide is applicable to everyone is because the speech-making tips and techniques shared throughout the text are true for not just political speech, but any form. Everyone has to deliver pitches, speeches, or presentations at some point in their lives or careers. The conclusion section emphasizes how the information and advice shared in this guide can apply to and help with all other forms of speech writing and delivering. With all of this in mind, this guide is meant for truly anyone who wants to take the time to read and be informed.

Goals of the Speech

Presidential speeches have become increasingly important over time as a means to connect with and appeal to the people in order to articulate and drive forward presidential goals, deliver or reflect on tragic or positive news, and more. As Teten put it in his study, “speeches are the core of the modern presidency” (334). He finds that while “in the past, speechmaking, as well as public appeal in the content of speeches, was not only infrequent but discouraged due to precedent and technology,” today it is one of the most important and most frequently utilized presidential tools (Teten, 334). Allison Mcnearney states that “even in an age of Twitter, the formal, spoken word from the White House carries great weight and can move, anger or inspire at home and around the world.” These findings make perfecting this method of communication with the people even more crucial to master. One part of doing so requires keeping in mind what the main, general goals of these speeches are.

Connection to Audience

While presidents and politicians deliver many different types of speeches which often have contrasting tones and messages depending on the occasion, there is always an exigence for politicians to make efforts to connect with their audience. This in turn results in a more positive audience perception and reaction to both the president and his speech. Later in the guide, specific rhetorical and linguistic strategies and moves will be discussed which have proven effective in fostering a connection with audience members through speech.

This overall notion of establishing connection works to break down barriers and make the audience feel more comfortable with and trusting of the speech giver. McNearney points to FDR as a president who successfully connected with the people, largely, she claims, through his fireside chats. The fireside chats exemplified a president making use of the media for the first time “to present a very carefully crafted message that was unfiltered and unchallenged by the press” (McNearney). Today, we often see our presidents use Twitter as a media avenue to connect and present their “unfiltered” version of a policy or goal.

Lasting Message

Another central and overarching goal presidents and politicians should keep in mind when writing and delivering a speech is to make it lasting and memorable. It is challenging to predict what exactly will resonate with people in a way that makes a speech long remembered. Many of the various rhetorical and linguistic techniques outlined in section III have helped former presidents deliver speeches that have become known as some of “the greats.”

Sometimes it is a matter of taking risks with a speech. Martin Luther King and Barack Obama are among some of the most powerful speech-givers our country has seen. Both men took risks in many of their speeches. Mcnearney points to Obama’s “A More Perfect Union” speech as being “risky” in its focus and discussion on racial tensions in the country, an often avoided or untouched conversation. But, the speech was well-received and well-remembered, proving this risk was worth it.

What to Do: Rhetorical and Linguistic Moves

A conjunction of previous findings from various scholars and my own research make up this section to portray the effective rhetorical and linguistic strategies that have been employed in successful presidential speech.

Emotive Language

In section II one of the central goals discussed in a presidential speech is to appeal to one’s audience . An effective way to do so is through emotive language and general emotional appeal. In their study, Erisen et al. note the value of “strik[ing] an emotional chord with the public” as a means to gain public support, increase public awareness, and overall aid presidents in pursuing their political agendas (469). They work to prove the effectiveness of this strategy through an analysis of an Obama speech, delivered during a time of growing economic crisis in the country.

Erisen et al. identify Obama’s implementation of both emotional and optimistic tones as rhetorical moves to connect with and appeal to his audience of constituents. The success of his use of emotionally-related rhetorical strategies are evident findings that came out of a survey that “reported that 68% of speech-watchers had a ‘positive reaction’ and that 85% felt ‘more optimistic’ about the direction the country was heading” (Erisen et al., 470). Stewart et al. also find that “more emotionally evocative messages… lead to higher levels of affective response by viewers” (125). This clear data indicates the power connecting with an audience through emotion can have on their response and future outlook.

Optimistic Tone

Along with Obama’s “optimistic tone” described above, others have employed what has been described as both hopeful and reassuring tones as rhetorical moves to appeal to an audience. Two of the ten “most important modern presidential speeches,” as selected by the nonpartisan affiliated scholars of the University of Virginia’s Miller Center, are JFK’s address on the space effort and FDR’s first inaugural address (McNearney). JFK’s address was successful and well-received because of the hopeful tone he employs when discussing the goal to land a man on the moon. He gave the people an optimistic perspective on this lofty goal, making “Americans feel like there was nothing we couldn’t do” (McNearney). In his inaugural address, Roosevelt too pairs bold claims with optimism and reassurance to his audience.

Inclusive Language

Another found strategy utilized by presidents to appeal to their audience through speech is the use of inclusive language. In Teten’s study, he looks at the use of the words “we” and “our”, specifically, in presidential State of the Union Addressesses over time. His findings revealed a steady increase in these words within the speeches over time. The usage of these “public address and inclusion words” create an appeal with presidents’ audiences because they help presidents in creating “an imagined community in which the president and his listeners coexist on a level plane (Teten, 339-342). These findings illustrate the importance of not presenting oneself as an omnipotent power and leader, but rather a normal citizen of the country like all of those watching. Identifying oneself with the audience this way breaks down any barriers present.

Persuasive Language

Persuasion is another often-used rhetorical strategy, especially during presidential campaigns. In their study about “language intensity,” Clementson et al. look at the use of “persuasive language” as a strategy presidential candidates employ during their campaigns. They assert that “candidates seem to vary their language as they try to persuade audiences to perceive them favorably” (Clementson et al., 592). In referring to this persuasive rhetorical strategy, they utilize the term “problem-solution structure” as one which is often well-received by an audience. People appreciate hearing exactly how a president or presidential candidate plans to fix a problem at hand.

What Not to Do

  As stated earlier, while there are many speeches that are excellently written and delivered, there, too, are many speeches that flop. Alexander Meddings wrote an article which spotlights a number of political speeches which he deems some of the “worst” in modern history. In comparing what makes a good versus a bad speech he asserts that “a bad speech must, by definition, be flat, garbled and publicly damaging either for the speaker or for the cause they’re seeking to promote” (Meddings). In looking at some of the characteristics that make up some of the “worst” speeches, this section will highlight what not to do in the process of working to compose and deliver a successful speech.

The research demonstrates that length of speech actually proves very important. In Teten’s study, in addition to looking at inclusive language over time in presidential State of the Union Addresses, he also graphically measured the length, specifically number of words, of the addresses across time. His results proved interesting. There was a rise in length of these speeches from the first one delivered to those delivered in the early 1900s and then there was a sudden and far drop. There was a movement around the time of the drop to make speeches more concise, and it is clear, since they have remained much shorter as time has gone on, this choice was well-received.

Meddings alludes to this in his piece, describing both William Henry Harrison’s presidential inaugural address and Andrew Johnson’s vice-presidential inaugural address as some of the worst speeches, largely because of how dragged out they were. A very important aspect of speech-giving is capturing the audience’s attention, and this cannot be accomplished through a lengthy, uninteresting oration.

Lying And/or Contradiction

Though it should be fairly obvious that one should not lie in a speech, for the consequences will be great, there have been a number of presidents and politicians who have done so. Regan, Clinton, and Trump are all among the presidents and politicians who have made false statements or promises within speeches. Though it is understandable that a politician would want to speak towards what he or she knows will resonate and appeal to the audience, doing so in a false or manipulative way is not commendable and will lead to much greater backlash than just being honest.

Word Choice

Some politicians have been caught lying in speeches when trying to cover up a controversy or scandal. Though one should try to avoid any sort of controversy, a president or person in power has to expect to have to talk on some difficult or delicate topics. This is where careful word choice becomes vital. Often the way to ensure a speech is written eloquently, carefully, and inoffensively is through various rounds of editing from a number of different eyes.

Applications to All Forms of Speech-Giving

This guide should prove helpful for not only those looking to run for office, but for everyone. The various strategies and techniques given within this guide are, for the most part, broad enough that they can be applied to any form of speech-giving or presenting. We will all have to give a speech, a toast, a presentation, and countless other forms of written or oral works in our lives. Refer to this guide when doing so.

In terms of political or presidential speech specifically, though, in a sense there is not a clear formula for how to write and deliver them. In studies looking at various different successful presidential speeches, orators, and speechwriters, it is clear they all have their own unique style and form that works for them. But, the tips provided in this guide will certainly work to help to create a proficient and successful political speech writer and orator.

Works Cited

Clementson, David E., Paola Pascual-Ferr, and Michael J. Beatty. “When does a Presidential Candidate seem Presidential and Trustworthy? Campaign Messages through the Lens of Language Expectancy Theory.” Presidential Studies Quarterly 46.3 (2016): 592-617.  ProQuest. Web. 10 Dec. 2019.

Erisen, Cengiz, and José D. Villalotbos. “Exploring the Invocation of Emotion in Presidential Speeches.” Contemporary Politics , vol. 20, no. 4, 2014, pp. 469–488., doi:10.1080/13569775.2014.968472.

McNearney, Allison. “10 Modern Presidential Speeches Every American Should Know.”

History.com , A&E Television Networks, 16 Feb. 2018, www.history.com/news/10-modern-presidential-speeches-every-american-should-know.

Meddings, Alexander. “The 8 Worst Speeches in Modern Political History.”

HistoryCollection.co , 9 Nov. 2018, historycollection.co/8-worst-speeches-modern-political-history/7/.

Stewart, Patrick A., Bridget M. Waller, and James N. Schubert. “Presidential Speechmaking

Style: Emotional Response to Micro-Expressions of Facial Affect.” Motivation and Emotion 33.2 (2009): 125-35. ProQuest. Web. 1 Oct. 2019.

Teten, Ryan. “Evolution of the Modern Rhetorical Presidency: Presidential Presentation and

Development of the State of the Union Address.” Presidential Studies Quarterly 33.2 (2003): 333-46. ProQuest. Web. 30 Sep. 2019.

Writing Guides for (Almost) Every Occasion Copyright © 2020 by Katie Clower is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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How to Write a Presidential Speech?

Table of Contents

Running for student government election and looking for a strong presidential campaign speech example? Public speaking is quite challenging and requires a specific set of advanced skills.

President’s talks are direct communications between the president and the people of the country. They connect people across the nations and compel them to take actions which have vital consequences for the growth.

Those happen on specific occasions like president’s inaugurals, f.e. They can be responses to imperatives or represent initiatives, declaring the policy and setting people on a new course.

Compelling presentations combine strategic writing, comprehensive planning, and confident delivery. In this guide, you will find useful tips on how to convince your audience to support your cause or join your team.

How to write a presidential speech

Whether it is an election of the president or a school-associated election, the speech has to be persuasive and convey a clear relevant message across the public. Speakers have to convince everybody that they are the right candidates for the job and persuade people to vote for them.

How to write a presidential campaign speech?

Keep it simple. The most effective presentations are written in clear language and short sentences. Use these quick tips to present your main points convincingly and intelligently.

• Speak about major issues that matter to voters . Create an outline of talking points.
• Keep sentences short and related to your key message.
• Thank your audience for attending the event and make them feel you are chatting with each of them .
• Write like people talk and use the problem-solution format .
• Present your ability to make changes for the better happen. Show your passion.
• Avoid insults and focus on the bright side .
• Repeat key themes, using repetitive phrases at the beginning, in the middle, and at the end.
• When concluding, encourage people to take action and thank them for their time.
• Take inspiration from the best politicians and public speakers. Read powerful pieces, which stood the test of time.

How to start a presidential speech

It’s critical to start a public speaking piece correctly. Brainstorm several essential ideas before writing.

Outline what you would like to say in your introduction. In this part, you should include an appropriate greeting, acknowledge important people, and briefly explain the reasons for your public speaking.

… How to do it right?

• Include your greeting in the first couple of sentences.
• Acknowledge your audience and everyone of importance.
• Briefly speak about the objective of your presentation.
• Use some humor to break the ice, if appropriate.

Presidential speech examples

Now, as we have discussed the key ideas on how to write a presidential campaign speech, we’ll move on to a bit of practice.

If you have never written speeches before, you might be slightly unsure. There would be dozens of questions, like:

• Where to find exciting ideas worth including in your piece?
• How to organize them?
• How to communicate your great ideas to an audience?

Speechwriting is an art that requires a lot of work and dedication. If you face writing issues, the best thing for you is learning from others and looking for inspiration in a good presidential speech example.

Good examples can help candidates create exciting and motivating public speaking pieces.

Presidential campaign speech example

Are you willing to participate in school government elections? See this campaign presentation written by a student for additional inspiration.

Hello, my fellow Americans, my name is Kate Smith. I am running for school president. You might be saying to yourself: “Is Kate qualified to lead us as a student body president? She has been at our school for only one year.” I have several great reasons why you should vote for me. I have a sense of humor. I really enjoy being involved in school life. I am persistent, and I always put all my energy into everything I do no matter how long it takes. I always finish what I start doing. I am a compassionate leader and promise to listen to your opinions before making decisions. I come from a different school, and I have some new ideas for you. Vote for me if you are ready for a change. Should you elect me, I will never let you down. Thank you for listening.

Presidential acceptance speech example

Take a look at presidential acceptance speech example which can serve you as a template if you lack ideas on how to start.

Good evening, ladies and gentlemen. I especially welcome my family and friends who have traveled here to support me. I promise I won’t bore you with a long speech. I’m honored and privileged to have been elected as president of our club. I will do my best to meet the challenge. I would like to take this opportunity to acknowledge the great performance of our previous leader Richard White. He guided us in carrying out many projects for the benefits of our community. Congratulations to our new vice president Alice Brown, our new board members, and all our fellow club members who have shown their confidence in me. I am grateful for your tremendous support and look forward to serving with you in order to make people’s lives better.

Presidential election speech example

There are plenty of online resources, where students can find a memorable presidential election speech example.

Get a better understanding of how to make it all appealing to voters. Review a short passage created for an imaginary candidate.

Thank you all for being here, your warm welcome, and friendly support. I know you are here because our country has come to a crossroad. In fact, it’s the most critical election of our lifetime. You have to choose whether our society makes a U-turn or moves forward to a great future and prosperity. It’s up to us, whether we change the existing political landscape of our country or not. Loads of issues divide us into small confronting groups. But I would rather focus on the common grounds that we all share and need to cultivate. These are issues where we can make progress.

How to cite a presidential speech

There are specific rules on citing a presidential speech in every citation style – APA, MLA, Harvard or Chicago. In this article, we provide students with templates showing how to cite a presidential speech in Chicago style, and how to cite a presidential speech in APA style.

You need a documented source of presentation in video, text (an online transcript, a book) or recorded audio. To format your citations properly, you have to write down the following information:

• Speaker’s name and surname.
• Date when a piece was delivered.
• Name of the editor.

How to cite a presidential speech in Chicago style?

Use the following structure to cite a book :

Speaker’s Surname, Name. “Title.” Year of Delivery. In Title of Book, edited by Editor. City, State: Publisher, Year of Publication.

Citing online transcript:

Speaker’s Surname, Name. “Title.” Speech, Location, Date. “Webpage Title,” Site Title. Accessed Date. URL.

How to cite a presidential speech in APA style?

Use APA citation of a book :

Online transcript citation :

We hope that our easy tips on how to write a presidential speech and on how to cite a presidential speech will help you succeed in creating most stunning.

If you follow our guidelines, the only thing left to worry about would be: Where is the teleprompter for a presidential speech?

The teleprompter is a beneficial device that allows speakers to look natural and have no risk of forgetting or losing lines. We also recommend having a printed copy of your presentation for even more confidence.

Afraid your presidential speech won’t be high-end? Hand it to our writers, and get a top-notch text back! Psst, it’s done in a few clicks only…

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Persuasive Presidential Speech: Expert & Effective Guide

Table of Contents

A solid presidential speech can be an effective tool to inspire and rally your supporters, but it also requires careful consideration and preparation. This article will guide you if you are wondering  how to write a persuasive presidential speech .

As president, your speeches are crucial to communicating with the people you represent. Writing a persuasive presidential address is a task that requires comprehensive planning and a strategic approach. Your words must inspire action, connect people, and shape the future, whether you’re President of the United States or a school association.

Here are a few helpful tips for crafting a well-written persuasive presidential speech.

How to Write a Persuasive Presidential Speech

When it comes to writing a presidential speech , simplicity is key. Your audience should be able to understand your message without getting lost in complex language or wordy sentences. 

The following are some guidelines to assist you in convincing your audience and effectively communicating your message:

1. Create an Outline

Create an outline of your main talking points. This will assist you in remaining focused on the issues that are most important to your audience.

2. Keep Your Sentences Short and concise.

Keep sentences related to your main message short and to the point. This will help your audience stay engaged and make it easier for them to understand your message.

3. Show Gratitude

Be grateful for your audience’s attendance and make it feel like you are speaking to them individually. This will help build a personal connection with your audience and make them more receptive to your message.

4. Be Clear About How you Will Solve any Problems You are Addressing.

Outline the problems your audience is facing and how you propose to solve them using the problem-solution structure. This will make it easier for your audience to comprehend your strategy and why you are the best person for the task.

5. Focus on the positives

If you are writing a campaign speech, let your speech focus on the positive aspects of your campaign and avoid insults or negativity. This will help you maintain a positive image and avoid alienating your audience.

6. Use repetitive phrases

To emphasize important concepts, use recurring words and phrases throughout the speech. Your message will become more effective due to the audience’s ability to remember it.

7. End with a call to action

Motivate the audience to take action and thank them for listening to your speech. This will help you end on a high note and inspire your audience to support your campaign.

8. Take a cue from great speakers.

Take inspiration from successful public speakers and politicians. Observing the techniques and strategies used by successful leaders can help you craft a more effective speech.

How to Start a Presidential Speech

The introduction of a presidential speech is crucial in setting the tone and capturing the audience’s attention . Here are some tips for starting your speech effectively:

• Begin with a greeting and acknowledge any important individuals in the audience. This will help you establish a personal connection with your audience and show respect for their presence.
• Briefly explain the reason for your speech and consider using humor to break the ice, if appropriate. This act will help you connect with your audience and increase their receptivity to your message.

Planning Your Speech

Effective planning is key to delivering a strong presidential speech. When preparing your speech, take into account the following steps:

1. Choose a few key issues to address .

These should be problems that are important to your audience and that you are passionate about solving.

2. Highlight your involvement in your community. 

Show your audience that you are passionate about the community and active in it. Clubs, student government, events you’ve attended or helped plan, and volunteer work you’re working on make your audience more interested.

3. Emphasize your leadership skills

Find and use an approach that emphasizes your leadership skills and decision-making abilities. Use examples from your experience to demonstrate your ability to lead and make informed decisions. This will help your audience see that you have the skills and qualities necessary to be a successful leader.

4. Use Simple and Clear Transitions

Use simple transitions to help the audience follow along with your speech and comprehend its organization and main points. Link your point in simple ways. This will make it easier for your audience to pay attention and follow along with your speech.

5. Use Powerful Language and Imagery

Use powerful language and imagery to make an emotional connection with the audience. Using descriptive language and evocative imagery can help your audience feel more connected to your message and more invested in your campaign.

6. Practice and seek feedback

Practice your speech and consider seeking feedback from friends or advisors. By practicing your speech, you can improve your delivery and fine-tune your message. Seeking feedback from others can also help you identify areas for improvement and make your speech more effective.

Delivering Your Speech

Once you have composed and planned your speech, it’s time to focus on delivering it effectively. These tips will help you deliver a confident and compelling presidential speech:

• Use confident body language and facial expressions . By standing tall, making eye contact, and using confident gestures, you can project confidence and credibility to your audience.
• Use a clear and strong speaking voice . Practice speaking slowly and clearly to help your audience understand your message and stay engaged.
• Use appropriate pauses and emphasis. Use pauses to impact your message. By varying your pace and emphasizing key points, you can keep your audience’s attention and make your message more powerful.
• Use props or visual aids to help illustrate your points.  By using props or visual aids, you can help your audience better understand your message and make it more memorable.
• Engage with your Audience.  By asking questions, making jokes, and interacting with your audience, you can build a personal connection and make your speech more engaging.
• Show Passion . Show your passion for the issues you are addressing. This will help your audience see that you are committed to making a difference and care about their concerns.

Presidential Campaign Speech Example

My fellow Americans, I am Adam Brown, and today I stand before you as a candidate for the esteemed position of school president. I understand that some of you may have concerns about my qualifications. I am the youngest student ever to run for this office. However, I assure you that I can lead our student body to new heights of success and achievement.

I possess many qualities that make me uniquely suited to this role. First and foremost, I am a compassionate and inclusive leader. I’m always willing to listen to the voices and perspectives of my peers before making any decisions. I’m also a hardworking and persistent individual with a track record of successfully completing any task I set my mind to.

I am an active and engaged member of our school community, always seeking ways to get involved and make a lasting impact. I bring a fresh perspective and new ideas, having come from another school and ready to bring fresh air to our own.

If you elect me as your school president, I promise to work tirelessly on behalf of our student body. I will always put your needs and interests first. I will never let you down and will always strive to be the best leader I can be. Thank you for considering me for this vital role.

As a president or aspiring president, your speeches are important for inspiring and mobilizing people to take action. With these tips on  how to write a persuasive presidential speech , you can effectively communicate your message and convince your audience.

If you’re running for school president or leading a country, these tips can help you deliver a compelling speech.

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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What Makes a Great Political Speech?

The best political speeches aren't always the ones that are well-written or well-delivered, says Michael Cohen, author of Live from the Campaign Trail: The Greatest Presidential Campaign Speeches of the Twentieth Century and How They Shaped Modern America .

MIKE PESCA, host:

When we think of great presidential rhetoric, we might think of Washington's farewell, Roosevelt's four freedoms, and John F. Kennedy in 1960. Here's JFK accepting - he gave the famous New Frontier speech. He was accepting the Democratic presidential nomination. In it, he assigned government a new role in the lives of the American people.

(Soundbite of speech)

President JOHN F. KENNEDY: The rights of man, the civil and economic rights essential to the human dignity of all men, are indeed our goal and are indeed our first principle.

PESCA: So is that really a great speech? I mean, for a leader's rhetoric to be vital, it has to surpass the usual platitudinous humdrummery (ph). Former speechwriter Michael A. Cohen has just published a book on that subject. It's called "Live from the Campaign Train: The Greatest Presidential Campaign Speeches of the 20th Century and How They Shaped Modern America." Hello, Michael. How are you?

Mr. MICHAEL COHEN (Former Speechwriter; Author, "Live from the Campaign Train: The Greatest Presidential Campaign Speeches of the 20th Century and How They Shaped Modern America"): Good morning. How are you?

PESCA: So, I asked that about Kennedy because he certainly was great on his feet, and he could turn a phrase. But when we listen to Kennedy today, it sounds even older than 40 or 50 years ago. There's the inversion of phrases like, "ask not" and "ask." You should just say "don't ask" if you want to speak plainly. So the question is, back then, did people just enjoy speechifying? Was it not seen as so foreign? Or has speech these days become so much less formal and more casual?

Mr. COHEN: You know, I listen to Barack Obama today on the campaign trail, and I hear a lot of similarities between his rhetoric and that of John F. Kennedy. I think the words may change, but I think what really makes a great speech is the ideas behind it. And like Kennedy 48 years ago, Obama is trying to cast a message that inspires and energizes voters. And I think one of the things Kennedy did so effectively was inspire Americans, inspire Americans to sacrifice, which is an unusual thing for a candidate to do and sort of a courageous thing to do, and it worked pretty effectively for him.

PESCA: Of the 31 speeches in the book, I think the first one is William Jennings Bryan's "Cross of Gold" speech.

Mr. COHEN: That's right.

PESCA: It's a big one. Everyone quotes it. You say it's the most influential and electrifying campaign speech in American political history. The most?

Mr. COHEN: The most. First of all, when he delivered, he was a relatively obscure Nebraska congressman and was certainly seen as a dark horse to be the Democratic nominee for president. But his oratory was so affecting, people literally jumped out of their seats screaming, throwing coats, and banging umbrellas against the floor at the convention and brought him on to become the nominee. But as far as influential, it was the first speech by a presidential candidate to really talk about expanding the role of government to help the welfare of the American people.

And at the time, that was sort of an unusual concept. You know, in 1888, Grover Cleveland had said, you know, the responsibility of government - of the people is to be loyal to the government, and government does not have a similar responsibility to the people. And he was a Democrat. And within eight years, we had a populous leader like William Jennings Bryan talking about the affirmative role of government.

PESCA: Right. And he scared the hell out of half the Democrats, actually, because he was an economic populist and a populist on issues of war. But my question is, when you read that speech on the page, does it jump out at you? Or was it very much helped by Bryan's theatrical performance?

Mr. COHEN: Absolutely. I mean, it reads very well, and there's some wonderful turns of phrase. But I think what - what makes it a great speech, in a sense, is the delivery, obviously, but also the context in which it was given. That's a hugely importance part of why a speech is great.

PESCA: Let's fast forward half a century. Here's a speech by Hubert H. Humphrey speaking about civil rights and states' rights.

Former Vice President HUBERT HUMPHREY: I feel I must rise at this time to support a report, the minority report, a report that spells out our democracy, a report that the people of this country can and will understand, and a report that they will enthusiastically acclaim on the great issue of civil rights.

PESCA: OK. And there he goes on to say, you know, we have to walk out of the shadow of state rights, and it's a bright sunshine of human rights, great turn of phrase.

Mr. COHEN: Absolutely.

PESCA: Hubert H. Humphrey, William Jennings Bryan, a bunch of the guys in here didn't win. Great rhetoric, does it free you up if you not don't have a chance to win, but is there - is sometimes great rhetoric the enemy of getting elected?

Mr. COHEN: That's a good question. Not often, not usually, but it turns out that sometimes that great rhetoric ends up not necessarily being effective at that exact moment, but effective a little bit later. And the best example of that, of course, is Barry Goldwater, who, in '64, was probably going to lose that race no matter what he did.

PESCA: Right.

Mr. COHEN: He chose to give the most ideologically focused speech of any candidate in pretty much American political history, destroyed any chance of being president, but really shaped the conservative movement, and I think influenced the conservative movement in a very significant way and changed the direction of the party and the country. And there's a great story I have in the book about what George Will says of that speech. You know, it says an election Goldwater won, it just took 16 years to count the votes, which is...

(Soundbite of laughter)

PESCA: Oh, that's a great line. Now, there's a famous quote about speechifying going back to the Greek Republic, and it was comparing Cicero and Pericles, the two great orators at the time. And people said, you know, when Cicero gave a speech, the reaction was what a great speech that was, what great words those were. When Pericles gave a speech, the reaction was, let us all now follow Pericles, so it wasn't reacted to as if it were a speech. To bring it forward, are there certain politicians that you think fall in the Pericles camp? Great speechifying, not that actually inspiring to get you to do something, and others that fall into the - sorry, Cicero camp would be doesn't inspire you, Pericles camp would be does.

Mr. COHEN: Well, I would say the best speechwriter is the person who combines both. And that's actually - that's what we talk about in the book, is that, you know, you look back at a speech, like the "I Have a Dream Speech," and the words are beautiful, the metaphors are gorgeous. But what makes that speech great is not so much the words, it's the ideas behind it.

It's the powerful notion that King was talking about of the sort of idea of, obviously, equality and very much grounded in very basic American values. So, I think, really, the best speechwriters figure out ways to combine the two together to make really great speeches. But in the end, I mean, I think what it comes down to is you could have bad speech givers give great speeches if they find just the right words to inspire people.

PESCA: You were a speechwriter for Bill Clinton? Is that right?

Mr. COHEN: Bill Richardson, actually.

PESCA: Bill Richardson, OK.

Mr. COHEN: A little different.

PESCA: Yeah. Yeah, but he has a nice beard now. I think that's freed him up a little bit.

Mr. COHEN: I think a little bit, yeah.

PESCA: Well, here's my question. I just want to lay that out there, because we know you're going to have ideological differences with George W. Bush and Michael Gerson. But Michael Gerson, his former speechwriter, now Washington Post columnist, has been lauded for writing great speeches for the president. My question is, can they really be considered great speeches if, when you look at them, it has George Bush promising things, like standing with people all over the world who want democracy, but not necessarily delivering on those things? I mean, we haven't intervened in Burma, last time I checked.

Mr. COHEN: Yeah. It's one of those interesting dynamics. I mean, he - Gerson's speeches are really good, and he is a great speechwriter because he writes well for his principle. I mean, he understands Bush's style. He writes in such a way that - and he doesn't write for him anymore, obviously, but when he did, he understood how to write them effectively. But of course, yes, your point's absolutely valid. His second inaugural speech is a great speech that was not followed through at all. It doesn't change it being a great speech. Maybe it affects whether or not we think he's a great president or not, and I think...

PESCA: Well, I would argue it might. I would argue it might affect a great speech, because you could write the most soaring words, but if they're just empty words, then they're not that soaring. The reason that you think it's so inspiring, it's like a president saying it who can do something about the situation.

Mr. COHEN: Sure. That's absolutely true. Some speeches, if they sort of ring hollow, are not going to be as effective. I think, for an inaugural speech like that, that kind of soaring rhetoric tends to work. Although, I think, for a lot of people, myself included, sort of looked at it with a jaundiced eye, and for good reason.

PESCA: Senator Obama is a very busy man, so if he had a sec - ten seconds - one sentence that you could give him, advice-wise, what would you tell him?

Mr. COHEN: It's funny, you know, I was just thinking about this recently. You know, he's running sort of what I kind of call the Roosevelt card, in the sense that Roosevelt, in '32, ran basically on not necessarily embracing liberalism, which Bush has a fond amount of liberalism...

PESCA: Oh, but the thing is he needs a second - a sentence, do you got one quick? I'm sorry.

Mr. COHEN: He has to remember that people are voting to reject conservatism and not embrace liberalism.

PESCA: Love it. Michael A. Cohen, author of "Live From the Campaign Trail." Thanks very much, Michael. This is the Bryant Park Project from NPR News.

Copyright © 2008 NPR. All rights reserved. Visit our website terms of use and permissions pages at www.npr.org for further information.

NPR transcripts are created on a rush deadline by an NPR contractor. This text may not be in its final form and may be updated or revised in the future. Accuracy and availability may vary. The authoritative record of NPR’s programming is the audio record.

Presidential Speech Making and Speech Writing

The Great Communicator Files

Go behind the scenes of the presidential speech writing team to examine how presidential speeches are written and delivered.

These units include original documents, notes from President Reagan in his own handwriting and videos of some of his most famous presidential speeches.

A student workbook, teacher answer guide, and “connecting to standards” information accompanies each Great Communicator File unit.

Pointe du Hoc Speech

One of two World War II commemorative speech files available in this series; the Pointe du Hoc speech file makes an excellent addition to any unit on World War II; presidential speech making; and commemorative speeches. Click  here  to download all Pointe Du Hoc files in a single .zip file.

• Pointe du Hoc Speechmaking and Speechwriting Activities
• Pointe du Hoc Speechmaking and Speechwriting Answer Guide
• President's Backup Copy
• Press Release of President Reagan's Remarks
• White House Staffing Memorandum - Point du Hoc
• "Presidential Address: Pointe du Hoc" Draft - May 21, 1984
• Excerpts from  The Longest Day , Cornelius Ryan - 1959
• Excerpt from The Book of Joshua, The Bible
• Pointe du Hoc: Connections to CA Standards
• President Reagan's Address for the 40th Anniversary of D-Day at Pointe Du Hoc, Normandy, France (Youtube)

Omaha Beach Speech

The second of two World War II commemorative speech files available in this series; the Omaha Beach speech file makes an excellent addition to any unit on World War II; presidential speechmaking; and commemorative speeches. Click  here  to download all Omaha Beach files in a single .zip file.

• Omaha Beach Speechmaking and Speechwriting Activities
• Omaha Beach Speechmaking and Speechwriting Answer Guide
• President's Backup Copy - Omaha Beach
• Press Release of President Reagan's "Remarks of the President at U.S.-French Ceremony Commemorating D-Day, Omaha Beach" - June 6, 1984
• White House Staffing Memorandum - Omaha Beach
• National Security Council Memorandum - May 30, 1984; and Draft of "Remarks at Omaha Beach "
• Familiar Quotations,  John Bartlett, 125th Anniversary Edition
• Collection of Letters and Unpublished Short Story from Lisa Zenatta Henn
• Honorable Discharge Papers for Private First Class Peter Zenatta Henn
• Omaha Beach: Connections to CA Standards
• President Reagan's Address at the Omaha Beach Memorial Cemetery, France, June 6, 1984 (Youtube)

Challenger Speech 

When crisis strikes, the Commander in Chief is expected to address the nation.  Click  here  to download all Challenger Speech files in a single .zip file.

• Challenger Speechmaking and Speechwriting Activities  
• Challenger Speechmaking and Speechwriting Answer Guide
• President's Backup Copy - Challenger
• Presidential Remarks: 'Death of Space Shuttle Challenger Crew' - January 28, 1986
• White House Staffing Memorandum - Challenger
• Press Q&A
• Poem High Flight, John Gillespie Magee, Jr. 
• NASA Teacher in Space Project
• NASA Teacher in Space Shuttle Mission Press Kit
• Correspondence with the President - Challenger Speech
• Challenger Speech: Connections to CA Standards 
• President Reagan's Remarks on Challenger Explosion to Network Anchors and Questions from Reports, January 28, 1986 (Youtube)

Learning to write like a president sounds

• Weinberg College

Northwestern alumnus Cody Keenan returned to campus this fall to teach a class and share his worldly wisdom as a professional speechwriter who has written or edited more than 2,000 speeches for his boss, former President Barack Obama.

Of those many speeches, Keenan’s favorite goes back to March 2015 when Obama spoke in Selma, Alabama , marking 50 years since "Bloody Sunday" in 1965 when thousands of Americans were brutally assaulted on a march to the state capital in support of voting rights for African Americans.

“‘We hold these truths to be self-evident, that all men are created equal.’ These are not just words,” Obama declared. “They’re a living thing, a call to action, a roadmap for citizenship and an insistence in the capacity of free men and women to shape our own destiny.”

Students examine this critical oration as part of Keenan’s “Speechwriting” class, offered through the political science department in the Weinberg College of Arts and Sciences .

A 2002 graduate of Weinberg College, Keenan returned to campus to teach his first class to college students and impart key lessons that one learns only through doing. There is no great writing, he notes in the syllabus, only great rewriting.

“I remember the Selma speech was our purest collaboration,” he said. “We were lucky enough to have a snow day just before the event. So we sat inside the White House all day, going back and forth on draft after draft. It was just one of those times when each version got better than the last.”

At the start of one recent class, Keenan walked into class fresh off a plane from Washington, D.C., where he still lives and works with Obama as a speechwriter, and as collaborator on an upcoming book. The day’s assignment was to write a eulogy for a well-known — and still living — person. It was a dark week for a number of A-list celebrities, he joked.

Whether a eulogy, persuasive argument or humorous toast, Keenan describes every great speech as a well-crafted story that hits the crowd on an emotional level. To be a successful speechwriter is to help leaders in any industry move audiences, win the battle of ideas and, ultimately, change the world.

“I’m spending more time reading my work aloud to make sure it sounds good to the ear.” — Student Brianna Willis

Suited to a class that dissects every aspect of speechwriting, from inspiration and research to fact-checking and final flourish, Keenan assigns a wide range of essential speeches to illuminate leaders of every era and political stripe.

Required reading and viewing includes “Ain’t I a Woman,” delivered by human rights advocate Sojourner Truth at an Ohio convention in 1851. Senator Robert F. Kennedy invoked his favorite poet , Aeschylus, during a presidential campaign stop in Indianapolis on April 4, 1968, to tell the crowd of Martin Luther King Jr.’s assassination. And three days after the September 11 attacks, President George W. Bush stood atop a pile of rubble to speak through a bullhorn to Ground Zero rescue workers at the World Trade Center site.

In a workshop setting, with tables facing each other, students develop a more collaborative creative process than most are used to.

“I’m now showing my drafts to other writers to break my solitary writing habits,” said senior Brianna Willis.

Since high school, Willis has planned to become a political speechwriter. The Weinberg senior has put a lot of effort toward that goal, including political science classes, participation on the speech team and her work at a speechwriting firm. But Keenan’s class has given her a bump she didn’t realize she needed.

“I’m spending more time reading my work aloud to make sure it sounds good to the ear,” she said. 

For Keenan, his first teaching stint has been a joy. 

“This is the only place I’d fly to once a week to teach a class,” he said. “And you’d have to do a lot to keep me from coming back next fall.”

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