Most radio broadcasters are speaking ad lib when they're on the air and the style is usually conversational. However, when they have to read copy, such as a news item or commercial, the style will often change. It can sound formal and stilted. This can be true for anyone who has to read prepared material, whether it's a play script, a speech or even the Bible.

We've all been told to "just look natural" when having our picture taken. Easier said than done! We run into a similar issue when trying to "just sound conversational." We don't usually know what that means either.

Never fear, there is a way to develop that more "natural" sound. There are logical principles and conversational patterns which underlie our everyday, conversational speech and can be applied to what we read. Most are explained in How to Speak the Written Word by Nedra Newkirk Lamar and they make determining what to stress and where to pause easier. The subject is called Analytical Reading, but don't let the term "analytical" throw you. Although you will be required to look carefully at your copy, it isn't as daunting a task as it may seem and gets easier with practice.

Remember the voice over in a flea collar commercial? The talent read the line: Kills fleas///and tick for six months. He made it sound as if the collar were going to explode! Obviously, the meaning that the company wanted to get across was that their product would kill BOTH fleas and ticks for a six month period of time. The talent distorted the meaning. You can avoid this type of mistake by following the guidelines below.

In conversation we usually:

• Stress new ideas and subdue old ones. For example, The weather today will be rainy. I know that we're all tired of the rain. In the second sentence you'd probably stress "tired" because it's the new information. You wouldn't stress "rain" in that sentence (I know we're all tired of the rain.) because it's an old idea and would sound forced. In fact, you would probably not say "rain" at all but substitute the pronoun "it" (I know we're all tired of it.) Read this last sentence out loud stressing "it." Notice how unnatural it sounds and feels. If you can substitute a pronoun for a word or leave it out without changing the meaning, you shouldn't stress it. (New and Old Ideas)
  
  
• Stress contrasting ideas. There were plenty of roses for sale at market today, but fewer peonies. See how "natural" is sounds to stress "roses" and "peonies"? It's because we do this unconsciously in conversation. As a guide, after finding the new and old ideas, look for the contrasts. (Contrasts)
  
  
• Stress the last name of a person or company unless it's a contrast. (Candy Coleman, Edward Jones, Saks Fifth Avenue. When a contrast is present the emphasis shifts. (I talked to Candy Coleman about my voice and delivery, not David Coleman.) This is one of those areas when using the wrong emphasis will surely give away the fact that you're reading instead of speaking. It won't ring true to your listener's ear. (Name Stress)
  
  
• Pause between a subject and verb, especially when the subject is very long. About 2,000 members of an international trade organization / will arrive in London today for their annual meeting. It's logical and conversational to pause between "organization" and "will." Remember that your listeners only get to hear the sentence once and you want to make certain that they understand the meaning. Logical pauses help them to do that. (Subject/Verb Phrasing)

*****Candice M. Coleman, Ph.D. uses presentations, coaching and learning resources to help business executives and others have more presence, influence and authenticity in their communication. She can be reached by phone at 314-621-9228 or on the Web at www.SayItWell.com.

© Say It Well! Inc. 2002. [Permission is granted to reprint this article provided that complete bio and contact information are included and that a copy of the publication is sent to: Say It Well! Inc., 1822 Hickory Street, St. Louis, MO 63104.]