Know what you want to accomplish.
Know your audience and shape the presentation to interest them.
First goal is to connect with them early on.
Vignettes and short stories work well to draw them in.
A State of the Union speech can go on for a long time, since presidents want to take credit for what they have done and then tell you what is coming…..but most speeches should be as brief as possible. (I attended 20 of them and they are way too long).
James T. Walsh, a graduate of St. Bonaventure University, served in Congress for 20 years. He is a St. Bonaventure Trustee and a government affairs counselor in K&L Gates’ Washington, D.C., office.