The Art of Verbal PR – Andrew Thorp

In this session of PR in the Real World we welcomed Andrew Thorp — business speaker, communications skills trainer and public speaking guru. After over two decades in the golf industry, Andrew discovered a passion for storytelling. His insights and tips are invaluable for those in any communications industry. Here’s how Andrew Thorp reimagined what we call verbal PR.

1: Nail Your Tone

Your tone says it all. Whether you’re pitching, presenting, or persuading, the way you sound can make or break your message. Think about how the football results as presented — done right you can predict the result —maybe even the score! Your tone alone delivers so much information. So, if you’re not thinking about how you say things, you’re leaving a big chunk of your message up to chance. Think about and master your tone. If you can you’re not just matching the brief — you’re amplifying it. That can be the difference between a pitch that lands and one that… doesn’t.

2: Hook People’s Attention

Big-picture thinking is great, but let’s face it — people tune out fast without a personal touch. Want to keep them hooked? Share stories that hit close to home. Case studies, real-life anecdotes, or relatable examples are your best friends here. They grab attention, make your message stick, and do the heavy lifting for abstract ideas like values and missions. The bottom line is people want stories they feel, not just facts they hear. If you don’t think you have the stories to tell then read on.

3: Supercharge Your Speaking

Build your story arsenal. Think of it as your stockpile of go-to anecdotes, metaphors, and comebacks. Do you have a tricky counterargument? Pull a story from the arsenal. Need to drive home your point? There’s a metaphor for that. The trick though, is to keep it fresh. Tell each story like you’ve just thought about it. Nobody likes a robotic storyteller. Aim for ‘rehearsed spontaneity’ so you sound polished but adaptable. Having a mix of confidence and flexibility gives you that edge.

4: Don’t Assume They Care

One of the biggest mistakes in public speaking is thinking your audience is as hyped about your topic as you are. Spoiler alert: they’re not. That’s where you need to meet them where they are. Show them why they should care. Dip into that story arsenal to make your message relatable. Don’t just convey passion, tell us why the audience should share it.

5: Spark Conversations, Not Monologues

Your job isn’t to try to land every single fact about your topic — it’s to leave your audience curious and wanting more. The goal is to start conversations, not finish them. If your speech gets people talking afterwards, you’ve nailed it. Overloading your audience with information is a no-no. Keep it tight, punchy, and meaningful. Remember: less really is more.

6: Learn from the Masters

Want to know what good looks like? Learn from the masters of TED — Sir Ken Robinson, Amy Cuddy, Simon Sinek, and Julian Treasure. They show us that the secret lies in storytelling, authenticity, and connection. Use humour like Sir Ken to disarm and engage. Speak with vulnerability, like Amy, to build trust. Keep your ideas focused, as Simon does with his “Start With Why.” Watch their talks, absorb their techniques, and let them inspire you to own your stage like a pro. These experts don’t just present — they create an experience. Watch their talks, absorb their techniques, and let them inspire you to own your stage like a pro.

Wrapping It Up

Effective public speaking isn’t rocket science, but it does take practice. Remember

• Match your tone to the room and use it to underscore your message.
• Share stories that resonate, not just abstract concepts.
• Use your passion strategically, show them why your topic matters to them.
• Always have that arsenal of anecdotes ready to go, so you’re flexible in the moment.
• Study and learn from the master.
• Finally, focus on sparking conversations, not cramming in every detail.

If you master these moves, you won’t just be heard. You’ll be remembered.

More about Andrew’s work:

Listen to Andrew’s episode from the 10th of Dec

Other episodes available now on Apple and Spotify: