The article analyzes the recommendations for the verbal design of a public speech, presented in Internet content: on websites, in videos of famous coaches. Despite a long history, rhetoric continues to develop, acquiring new forms in new conditions. Rhetoric is considered not only in scientific and educational literature, but also in Internet sources nowadays. In the titles of these sources, the term “rhetoric” itself does not occur, and modern similar concepts of “speechwriting” and “storytelling” are not used, usually the authors use combinations of “oratory”, “oratory” or descriptive constructions such as “skill in public speaking”. Most of the recommendations relate to the psychological aspects of rhetoric, as well as speech techniques. Of the requirements relating to the actual linguistic side of public speaking, one can name colloquialism (and its lexical and syntactic manifestations), dialogic nature (interrogative sentences, immediacy of reaction to the audience's remarks), brevity, understandability, compliance with the norms of speech culture. Such recommendations are the result of a change in the relationship between the speaker and the audience, the emergence of new genres that require the presentation of information in a very short time, the emergence of the possibility of visual accompaniment of the speech. One can note the shift in the focus of rhetoric from linguistic problems proper to the field of psychology.