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2018 PSA World Conference: Pre-Conference Workshops

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Workshop A (8:30-11:00): How to Bend Their Minds: Move Audiences with “the Belonging Trope”

This 2.5-hour session will teach you how to use the most powerful, secretive trope to shift an audience’s thinking. Through short, evidence-based presentations followed by hands-on activities, you’ll learn how to: (1) Assess an audience’s desire, lack, or value. (2) Work that value into a memorable image. And … (3) reshape that image into a metonymy or synecdoche, which rhetoric scholar Jay Heinrichs calls “the belonging trope.” The result: irresistible imagery that the audience doesn’t even see as persuasion.

Heinrichs is author of Thank You For Arguing: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion. He has gathered the best thinking of ancient and modern rhetoricians, the latest neuroscience, and the results of his own work with clients. Having brought rhetoric to colleges, businesses and government agencies around the world, he’s convinced that this one little-known tool trumps all the rest because it exerts a hidden influence on any audience.

In this hands-on workshop, you’ll gain the ability to:

  • Assess an audience’s desire, lack, or value.
  • Work that value into a memorable image.
  • Reshape that image into a power trope.
  • Use that trope in a simple story that moves an audience in the direction you want.

After this session, you’ll use this device to power up every speech you write. You will attach an unforgettable image to your clients’ best arguments, tell stories with a simple power, and make your speeches persuade more easily than ever before.


Workshop B (11:30-2:00): Create Speeches That Powerfully Land a Small Number of Big Ideas—and Stick

The leaders you write for are typically comfortable in front of an audience. They may be highly articulate, charismatic and engaging.

But that does not mean their messages will stick. When a presentation’s message doesn’t stick, it won’t drive results. Customers won’t buy, constituents and stakeholders won’t buy in, investors won’t back projects. As a speechwriter, you must absolutely know how to craft messages that will align with the way the brain works, and stick.

Tim Pollard, CEO of Oratium and author of The Compelling Communicator, will explain how by using case studies and material from Oratium’s IACET-certified course to map out the steps toward creating speeches that powerfully land a small number of big ideas‑and “stick.”

First, you will learn how to ask and answer two fundamental questions about every speech: 1. What outcome or action are you looking for? 2. What argument will lead to that action?

Pollard will then walk you through the process of:

  • Teasing out the heart of a message.
  • Breaking a message down into easy-to-remember chunks that the audience can grasp and retain.
  • Using storytelling and just the right amount of visuals.

These tools will help you write more powerful, memorable speeches and drive your stories’ re-tellability so they can spread.


Workshop C (2:30-5:00) How to Write Speeches Your Speaker Will Enjoy Delivering and Audiences Will Love

Imagine your speaker walking off the stage to rousing applause. You both know they made an indelible connection with the audience and their message was well received. As you stand in the wings, your speaker whispers, “Great job, I could not have done it without you.”

What would a success like that mean to you and your speaker? What if you could predict its happening every time?

Impossible? Not when you understand how to structure and script speeches that are easier to deliver and more conversational.

In this action-packed, content-rich, very practical workshop by the legendary (and unforgettable) speaking coach Patricia Fripp, you will learn how to implement these winning strategies:

  • Save time with the Fripp’s fool-proof speech model.
  • Add drama and impact to stories and examples.
  • Open every presentation with impact, and close on a high.
  • Increase specificity to maximize credibility.
  • Coach your speaker on delivery skills.
  • Build your confidence and knowledge, and impress your speaker.

You’ll not only change your relationship with your speaker—you’ll change your speaker’s relationship with speechmaking.

Back to PSA World Conference agenda