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Dear Gracie,

I'm going to give a speech in a few weeks to a large audience (the largest audience I've ever had to speak in front of). Naturally, I'm a nervous wreck. What makes a speech great? What can I learn from some of the greatest speakers?

Tongue Terror

*******

Dear Tongue Terror,

Here are tips from five ProfNet experts with extensive speech experience:

Preparation

"Preparation is the most important factor contributing to a great speech," says Ronald Hanser, seasoned PR pro and president of Hanser & Associates.

"Study proper technique," suggests Cherie Kerr, founder of ExecuProv, a presentation and communication skills training company for business professionals; and founding member of L.A. Groundlings, a sketch and improvisational comedy troupe. "Work on proper breathing, vocal production and diction. Train professionally."

"Learn about your audience -- who are they, and what do they want to learn or hear?" says Hanser.

But also consider who invited you or organized the event, says Alan Weiss, president of Summit Consulting Group, and author of "Million Dollar Speaking" and 44 other books. "What are their objectives? Be careful not to be too speaker-centered or audience-centered," he says.

Delivery

Just before you deliver your speech, "smell the room," says Kerr. That's what improv actors do when they take the stage, she says. "We pick up the vibe from the audience." Are they lively or half-asleep? Pay attention to what "state" they are in so you can corral them if they are too out of hand, or energize them if they are too lethargic. How can you play to them to satisfy their interests?

"Every audience will mirror you," Kerr continues. "If you're confident and pleased to be there, they will be too. If you're lively, they will be. If you're boring, stiff, aloof, that's what you will get back."

Try to make eye contact with everyone in the room, and project energy (without being hyper) to engage and connect with your audience, adds Kerr.

"Use of body and voice are key components to making a compelling speech," agrees Elaine Clark, author of "There's Money Where Your Mouth Is" and owner of Voice One, a voice-over, acting and improv-training academy. "The voice and body need to work in tandem -- it's a full package. Movement dramatically affects the voice." So speak clearly, and set an appropriate speed for delivering the message.

But remember it is contrast and variety that make us interesting, says Kerr. "You obtain that with a change in mood, volume and pace."

That's why you need to break things up to capture and hold attention, she says. Be unpredictable and spontaneous. "Audiences love that," says Kerr. "Be ready to change your agenda on a dime, depending on what happens in the moment."

"Being flexible and willing to adapt to each new situation is part of the challenge," agrees Clark. "The job of any speaker is to be a problem solver and not the problem. Define what sells and deliver the message accordingly."

Kerr also notes that it's best not to use PowerPoint, unless it's a necessity. "If you do use PowerPoint, remember that it is a prop, and it should not dominate your show."

Content

Business leaders especially are too busy to sit through a speech that does not provide new and relevant information, unique insight or interpretation, or some form of entertainment, says Hanser. Ideally, the speaker will provide all three of these, plus an interactive opportunity like a Q&A.

"In the beginning, the audience needs to know who you are and why they should listen to you," says Clark. "An amusing entrance or story is commonly used because it captures attention and has impact."

The first five to 10 seconds of a speech count most, as the listener is forming their opinion of the speaker, content and style of the presentation, agrees Hanser.

"You need to 'hook' people in the first 90 seconds, because that will determine how well they listen after that," echoes Weiss.

"Use examples to make your points," says Weiss. Use humor that is inherent in personal, true stories, but don't tell "jokes."

"Don't be afraid to use notes," says Weiss. "No one is there to remark on how well you memorize."

"Make your 'sound bites' memorable," continues Weiss. "Use dramatic language. Don't say it's 'global,' say it's 'cosmic'!"

But never end your speech with a Q&A, he adds. "Do that two-thirds of the way through. End on a call to action. People remember the last thing you tell them."

And remember that the audience wants a success, says Weiss. "They are there for you. Don't lose that. They want to talk about how well their time was spent."

So make sure your message is clear, concise and easy to understand, says Kerr. And always leave them wanting more, she adds.

"Trust a few, well-chosen people for feedback," says Weiss. "Never listen to unsolicited feedback; it's for the sender. Never pay attention to feedback sheets, because it's often your job to make the audience uncomfortable."

Content vs. Delivery

Content is more important than the way the speech is delivered, but both are important, says Hanser.

On the other hand, if a speech is brilliantly written, but poorly delivered, the impact will be minimized, says Clark. "The speaker needs to emotionally and intellectually relate to the audience."

"Imagine FDR's speech following the Pearl Harbor attack 70 years ago if he had decided not to begin with 'A date which will live in infamy,'" says Hanser. "The content counted most, because it helped every American realize that our priorities as a nation had changed. 'How' he called America to action was important, but secondary to the primary message."

That content still lives on via print publications, recordings, the Internet, etc. "It would have been perfect for Twitter!" Hanser adds.

Four Lessons From Steve Jobs

Steve Jobs' speeches have become the stuff of legend not only in the tech sector, but also across the business world and around the globe, says Carmine Gallo, Forbes.com columnist, and author of the book "The Presentation Secrets of Steve Jobs."

"His keynotes are studied, copied, dissected word-for-word and covered in just about every language on the planet," says Gallo. "His presentations received almost as much media play as the innovative gadgets he rolled out, and he consistently kept up the hype for years."

Jobs had signature techniques in all of his memorable speeches and keynotes, says Gallo.

Firstly, he was known for taking weeks to go over his speeches, rehearsing so diligently that he made his delivery look effortless, says Gallo.

Secondly, Jobs used "The Rule of Three" -- three stories, three parts, three basic messages, says Gallo. "This creates a classic structure -- an automatic beginning, middle and end -- and also lets listeners know where they are in the context of your delivery."

Jobs used "The Rule of Three" in every speech, and added the now-legendary "one more thing" at the end, says Gallo.

Thirdly, Jobs electrified his audiences because he always seemed to be having a good time on stage. He always appeared to be more in the midst of a conversation, rather than delivering a speech, says Gallo.

And fourthly, Jobs never once lost his passion for his message and what he was talking about, and it shone through in everything he did, says Gallo.

Steve Jobs told The Wall Street Journal in 1993: "Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying we've done something wonderful -- that's what matters to me."

"Captivating speakers believe everything they say," says Clark. "Their passion about the subject matter holds our attention. They establish their authority, demonstrate sound logic and use emotion to relate to the listener."

So what's the most important thing? Believing in yourself and your message!

Gracie