Winner: Dominion
Campaign: A Train Wreck Waiting To Happen?
The Mission:
During his 2006 address to the World Affairs Council of Richmond, Dominion CEO Thomas Farrell II wanted to be optimistic and realistic about the future of energy in the global
marketplace. In doing so, he wanted to spread the message that Congress must avoid common myths about energy production and develop a reasonable national energy policy to avoid a
crisis.
The Hook:
Train wrecks have the metaphoric power to instill both intrigue and fear in onlookers, so Farrell and his speechwriter used this image as an emotional hook throughout the
speech.
Rubber-necking the Audience:
Approximately 1,309,947 speeches are given every day (not a scientific count), and the vast majority of them fall flat before their target audiences. Farrell and his
communications team ensured this wouldn't happen by taking a commonly discussed topic - the need for a national energy strategy - and making it hit close-to-home.
"To my knowledge, no one had linked the concept of energy literacy - and the many myths in our society about energy - with Congressional efforts to craft public policy," says
Jim Evans, executive communications manager of Dominion. "By showing how longstanding misperceptions have distorted the way we think about energy, it becomes easier to understand
the policy gridlock that has characterized the energy debate in Washington for so long."
Speak Softly, Carry a Big Stick:
Not literally, but the speech-writing team ensured that Farrell could deliver the message in his own voice and style without diluting the critical message. They employed the
following best practices for writing and delivering a hard-hitting speech:
- Use metaphors sparingly, and only as a figurative mechanism to introduce the substance of the message.
- Use straightforward language in favor of flowery prose.
- Focus on smooth transitions.
- End each segment with a concise summary.
- When debunking myths, use facts and research to back up claims.
- Identify key points at the beginning of the speech, and then elaborate on each as the speech progresses.
- End on a good note. Even speeches with an ominous message should offer hope.
Success Story:
Thanks to the well-researched and executed communications strategy, Farrell's speech was a success on all counts. Perhaps the biggest coup? Being accepted for publication in
"Vital Speeches of the Day," putting his speech in the company of those made by Bill Clinton and Pope Benedict XVI. PRN