SPEECHWRITING AS A BASIC TECHNOLOGY OF POLITICAL LAYER

The article is devoted to the research of the speechwriting as a basic technology of political PR in Ukraine and in the world. The modern world became more dynamic and changeable, that demands changes from political leaders. Politicians of the XXI century must have established communication with different audience of electorate, be more public through appearances and appeals. Today the writing of appearances' texts, presentations, reports is mainly a professional duty of a class of specialists, called speechwriters. Speechwriter is a class of PR-specialists. Depending on the scale of the activity, he can as only write texts of political appearances, or do any other PR-work. However, in the last time the tendency to divide speechwriting from PR is outlined, the demand for speechwriter- professionals has increased. The distinctive feature of political speechwriting is its stability. When business, public and other organizations and companies use the speechwriter's service episodically – for creating professional communication, political leaders have speechwriters in the state of their staffs. Speechwriter is simultaneously psychologist, an actor, litterateur, political scientist and at the same time he is always in the shade, the less noticed he is, the better career he has. The most common scheme of speechwriter's activity is to successively carry out next steps: 1) preparation; 2) interviewing; 3) research; 4) organization and writing of speeches. Besides, he must possess professional knowledges and skills, which provide a professional performance of given tasks. That is why the main purpose of political speechwriter is to transmit politician's thoughts more interesting for electorate, to help political leaders communicate right with their audience, find common language, prepossess, since their positive image depends on it.