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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 49WRITING FOR THE EAR: The Challenge of Effective Speechwriting

Lee W. Huebner, Ph.D.ProfessorGeorge Washington UniversityFormer Publisher and CEOInternational Herald Tribune

It seems that human communities inevitably greet important changes in their collective life with a mixture of euphoria and hysteria. Surely this has been true of our response to breakthroughs in communication technology—they either will save us, we say, or they will ruin us.

We talk this way about the Internet today, just as earlier generations talked in similar ways about television, radio, film, the telegraph and the printing press. One can look back and find long and elaborate prognoses, both utopian and dsytopian, for each development.

It is striking to note, ...

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