The_Essential_Manager_s_Handbook

PLANNING YOUR SPEECH / 257

CASE STUDY

PREPARING TO SUCCEED

Elizabeth Allen, chief

communications officer of the

international office supplies firm

Staples, Inc., was given the task

of drafting a press-conference

speech for her CEO, Tom Stemberg,

to announce Staples’s sponsorship

of a new sports arena in Los

Angeles. Ms Allen knew that this

financial arrangement would be

covered by the sports press, not

the business press. She also knew

that sports figures, civic officials,

investors, and reporters would be

in the room: “Many people thought

the name would be a local,

California company.... This was a

Boston company putting its name

on a Los Angeles landmark. There

were cultural factors at work here,

as well as political and business

factors.” As she considered how

to prepare the speech, she decided

three things: she would reduce her

thinking to one or two main points;

she would include a few examples

and anecdotes that the local

audience would relate to; and

most importantly, she would cite at

least one powerful reason why the

relationship between her company

and the City of Los Angeles would

be productive and long-term.

US_256-257_Planning_Your_Speech.indd 257 30/05/16 3:04 pm