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CEOs' Hybrid Speeches

Business Communication Staples

Northrop Grumman Corporation, brooker.thro{at}ngc.com

Closely examining a number of contemporary speeches given by CEOs, this study highlights differentiating features of two business speech genres that together account for a large number of corporate speeches. These genres, which are exemplified by speeches given at events such as industry conferences or company ceremonies, are unlike other business speech genres in that they pursue two main communication ends at once. They take on an assignment set by the speaking occasion while simultaneously pursuing the speaker's commercial objective. CEO speakers construct the hybrid speeches of these two genres by drawing on and modifying single-purpose speech types regularly used today both in business and in other sectors. Recognizing the dual communication purpose of hybrid speeches is critical for understanding their unusual structures and for developing appropriate standards to evaluate them.

Key Words: CEO speakers • hybrid business speeches • twin rhetorical situations • dual purpose communication • modifications of traditional genres

This version was published on July 1, 2009

Journal of Business Communication, Vol. 46, No. 3, 335-361 (2009)
DOI: 10.1177/0021943609333524


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