Careful consideration should be given to the messages the company wishes to incorporate into speeches. Again, I stress that this does not mean blatantly commercial messages. As an illustration, suppose you work for a chemical company and are filling a speaking invitation in a plant city. An interesting subject might be called something like ''The Chemistry Set in Your Kitchen,'' a discussion of the safe handling of chemicals commonly found in homes. Your speech might include a description of the chemical industry's concerted effort to put public health and safety first on its agenda. The implicit message would be, of course, that your company, as a member of a responsible industry, is acting responsibly in the community.