Here is a tip for PR practitioners who write for CEOs.  Keep the language real.  Have the CEO answer questions instead of dancing around them. Make the CEO take responsibility in answers rather than invoking the team.  Tell the CEO to avoid visionary speech that is too positive about the company’s future. 

I’m not sure I agree with all of these points but they are interesting.  Some of it flies in the face of what we tend to do as speechwriters.  Still, the research is worth thinking about.

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