As Seen in _PR WEEK_ "Toolbox"

How important is it to get an executive to practice his or her remarks before a keynote?

"It's extremely important - without practice, critical messaging can transmogrify into a captious mess," says Ady Dewey, a freelance speech writer. "Providing a script or talking points as part of a PR package should also include a practice session - ideally a full dress rehearsal, including Q&A if that's part of the program.

"At minimum, there should be a talk-through of the draft-well before the flight or limo ride to the event-especially to add a favorite quote or personal reflection that can then be interwoven into the script. This avoids an on-the-spot addition of a joke or story that does nothing to reinforce the overall theme, or even worse, is offensive. If a speaker adamantly refuses to take the time upfront, tape the actual presentation and have a truth-and-dare session afterwards.

"Of course the degrees of intervention will vary depending upon the abilities and experience of the speaker, the complexity of the remarks, and his or her familiarity with the topic. What doesn't vary is the importance of the audience - regardless of size or location. Every speaking opportunity is a chance to promote, connect, and show leadership. And to maximize those values is worth the time investment."