The LMA annual conference 2025 kicked off a day earlier than normal this year, in the political melting pot of Washington D.C.  With plenty of elephants in the room, what better way to start the event with a brilliant keynote conversation expertly moderated by Katie Munroe, CMO of Zuckerman Spaeder. Katie was joined by two Speechwriting powerhouses Cody Keenan, former Director of Speechwriting for President Obama and author of Grace: President Obama and Ten Days in the Battle for America and Terry Szuplat, former Deputy Director of Speechwriting for President Obama and author of Say It Well.

We have summarised some of the key takeaways below, though we can't quite replicate the wit, intellect, storytelling and sharp sarcasm that Cody and Terry delivered so effortlessly. 

Rather than delving into political commentary, the session focused on offering practical advice for Marketing and BD teams on how to better connect their firms' and attorneys' content with key clients and future prospects. 

How to write:

• Think of one person, write for everyone. Focus your content on a single client or individual — it will make it easier to start and will naturally resonate with a wider audience. Terry shared a powerful example: when preparing a speech in response to the Boston Marathon bombing, he thought of his family back in Boston, particularly his uncle. Terry asked himself, "What message would connect with him?" By speaking directly to one person in his mind, a speech was crafted that ended up touching many.
• Say what only you can say. Terry emphasised the importance of standing out by saying something unique. If you can position yourself as the only firm or lawyer who offers a particular approach or value, it sets you apart and makes a real impact.
• People Remember Stories, Not Details. It's the stories that stick with people, not the technical details. While the facts and figures do need to hold up, it's the story you tell that draws people in and stays with them long after. As Terry put it, "You don't need to tell an extraordinary story - just tell your story."
• Talk like a human. Be authentic, let your personality (and even your humour) shine through, and importantly, make sure your content is easy for non-technical or non-lawyers to understand.
• Inspiration Is Everywhere. Barack Obama had a team that read all his letters and emails each day, selecting several each day for the president to read. The voices and stories in these notes often provided ideas and inspiration. 

Approval and Feedback:

• Avoid sending drafts to everyone; this slows things down and dilutes the feedback. 
• Bring in voices from across the business to get a range of perspectives and create a more well-rounded piece. Involve senior and junior team members to get unique perspectives.
• Collaborate and co-author. Barack Obama treated Cody and Terry as equals in the speech writing process, collaborating closely to craft his message.
• Cody also stressed how a good leader can provide feedback and shared a story of how Obama approached this. “He walked me through his edits... That's what good managers and leaders do.”

Crisis Communications and Balancing Different Points of View

Given the current climate in law firms, it was fitting that the audience asked a question about the challenges of crisis communications and managing conflicting viewpoints.

The key is to understand who you are, what you stand for, and what your core values are. There is real PR value in standing up for what you believe in. While compromise may sometimes be necessary, the most important thing is being able to look back and know you stayed true to yourself.

Always tell the truth. Avoid "happy talk" — be honest and openly acknowledge difficult situations.

Don’t ignore the elephant in the room. Acknowledge it directly and address it. The worst approach is to pretend it’s not there or to try to cover it up. Confront it head-on, deal with it, and move forward.

A very inspirational way to start the conference with advice just too good to ignore, especially when looking back at their body of work!