Speech-writing is contextual. I therefore tailor my writings towards the activity and what we want to achieve. But generally speaking, I always make it a point to appreciate the audience to be able to catch their attention.
I acknowledge their challenges and assure them in the speech that we are with them and committed to addressing the challenges identified.
I assure them in the speech that our doors are always opened and they should feel free to come to us. As started earlier, every activity dictates what should be written. Sometimes, the politicians give you the specific message and I just write the speech.