The Political Speechwriter′s Companion

Robert A. Lehrman served as Chief Speechwriter to Vice President Al Gore and, in 2004, as Chief Speechwriter for the Democratic National Committee during his more than three decades of experience writing speeches. He has written for political figures, celebrities, heads of nonprofits, and corporate CEOs, most recently as speechwriter to the Chairman and CEO of Pfizer. He created and co-teaches the political speechwriting course at American University, where he was awarded the 2010 University Faculty Award for Outstanding Teaching in an Adjunct Appointment. He speaks often at other campuses, conferences, and associations, on the topic of political speechwriting. Author of a number of award-winning novels and coauthor of a highly acclaimed non-fiction book for young adults, Lehrman has a B.A. from Tufts University and an M.F.A. from the University of Iowa’s Writer’s Workshop, where he studied with Kurt Vonnegut and Richard Yates

Preface
Foreword
Introduction: Why Speechwriting Matters
Does Speechwriting Matter?
Why This Book?
Why Focus Only on Political Life?
PART I: LAYING THE FOUNDATION
Chapter 1. The Political Speech
Politicians Must Speak More
Politicians Must Persuade
Politicians Must Be Liked
Politicians Must Stay Upbeat
Politicians Must Speak to Average Folks
Politicians Must Get Quoted
Final Words
Chapter 2. Persuasion
Persuasion: The Questions
Persuasion: The Modes
Appealing to Reason
Appealing to Emotion
Appealing through Characterization
Final Words
Chapter 3. Audiences
Who Are Your Audiences?
What Makes Each Audience Unique?
What Do Audiences Feel about the Speaker?
Final Words
Chapter 4. Research
Researching the Event
Researching the Ideas
Researching the Poetry
Final Words
PART II: HOW TO DO IT
Chapter 5. Structure
Why Monroe Works Well in Politics
Other Structures
Monroe Plus
Monroe in Practice: Four Tips
Final Words
Chapter 6. Language People Understand
Writing for Clarity
Reading versus Hearing
Final Words
Chapter 7. Language People Remember
Making Language Vivid
Making Language Rhythmic
Final Words
Chapter 8. Anecdote
Relevant, Remembered, Ready to Act
Types and Tips
Final Words
Chapter 9. Wit
Writing to Make Them Laugh
How to Do It
Formulas
Types and Tips
Final Words
Chapter 10. Support
Using Evidence
Types of Evidence
Making Evidence Memorable
Arguing Responsibly
Fallacies
Final Words
PART III: APPLICATIONS
Chapter 11. Beginnings
Attention
Praise, Thanks, Acknowledgments
Getting Serious and Stating the Purpose
Final Words
Chapter 12. Problems
Structure
Language
Anecdote
Wit
Support
Final Words
Chapter 13. Solutions
Inspire Solutions with Language
Inspire Solutions through Ethos
The Three Ps: Proposal, Persuasion, Punch Line
Final Words
Chapter 14. Writing Conclusions
Four-Part Close: The Steps
Four-Part Close: Strategy
Final Words
Chapter 15. Delivery
Elements of Delivery
Delivery’s Best Practice: Practice
Expanding Your Horizons
Final Words
Chapter 16. Ethics
Plagiarism
Misleading Listeners
Lying
Speechwriting: Unethical by Definition?
Final Words
Chapter 17. The Uneasy Partnership: Advice for Speakers and Writers
For Speakers: What Speechwriters Need from You
For Speechwriters: What Speakers Need from You
Final Words
Chapter 18. Final, Final Words
Appendix. A Speech for Almost Every Occasion
Notes
Bibliography
Index
Index of Speakers
About the Authors