The speech in print

Another effective way to leverage a speech is to have it printed for distribution to groups such as shareholders, employees, opinion leaders, and government officials. This, of course, is appropriate only for major speeches. And let me stress that speeches used in this way must not be obviously commercial or self-serving.

There's no special format for printed speeches, but I prefer a folder that fits in a standard business envelope. As I write this, I have before me a printed copy of a speech by William S. Anderson, who at that time was chairman of the NCR Corporation. The title of Mr. Anderson's address was ''The Technology Race: How America Could Lose,'' a subject that ought to interest a great many people. It was the kind of speech that tends to be widely quoted and reprinted, often in Congressional Record.