Jim Horton’s latest white paper on CEO speeches is full of sensible advice and historical context. He’s right that Winston Churchill used to write his own speeches (because they were too important to be left to an adviser). But I’m surprised that he didn’t mention that Abraham Lincoln felt his Gettysburg Address to be a flop. History judges otherwise (and Horton would approve of its brevity).
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PR Studies 
PR Misc – April 05, 2005