1.Deciding What to Say.
Purpose Controls Content.
Purpose: No Secrets.
How to Focus on Purpose.
From Purpose to Content.
Audience Controls Content.
Bottom Line: Purpose, Audience, Content.
2.Sequence: Putting Things in Order.
Background: An Interesting Paradox.
How to Organize: Seven Patterns.
How to Outline.
Sequence: The Speech as Story.
How to Signal Your Organizational Plan to Your Audience.
3.Beginning and Ending Your Speech.
How to Begin: The First Words Out of Your Mouth.
First Words: Behavioral Boners.
How to Begin: Fifteen Strategies.
How to End: Six Strategies.
Powerful Endings: The Last Words Out of Your Mouth.
4.Economy — Tips for Controlling Length.
Timing Your Speech.
Paths to Economy.
Review: Purpose/ Audience/ Content Questions.
When You Have to Cut it Down Even More.
5.Quick Credibility: Learning What You Need to Know.
Elements of Quick Credibility.
Definitional Perspective: What It Is.
Critical Perspective: What's Important.
Creativity on Cue: Generating Ideas.
Postscript: The Effective Use of Quotes.
Appendix: Aids to Quick Credibility: Sources of Facts, Quotes and Other Useful Material.
Why Ceremonial Speeches are Different.
How to Organize the Introduction.
The Golden Rule of Ceremonial Speechwriting.
What Makes a Speech “Listenable?”
Editing for Clarity.
Editing for Closure.
Editing for Coherence.
You've Got Rhythm.
8.Style: Dressing for the Occasion.
The Importance of Style.
Personal vs. Impersonal Style.
Personal or Impersonal? How to Choose Your Style.
Postscript on Style: Creating an “Implied Dialogue.”
9.Word Choice: Finding the Lighting.
Editing for Word Choice.
What Do Words Do?
Word-Choice Function #1: Labeling.
Word-Choice Function #2: Judging.
Word-Choice Function #3: Distancing.
The Right Word: Summary, What it Means to "Use a Word Correctly."
Word-Choice Challenge #1: Language Variability and Change.
Word-Choice Challenge #2: Gender and Other Sensitivities.
Word-Choice Challenge #3: Balancing Originality and Familiarity.
10.Delivering the Message.
Selecting Your Support Strategy.
Speechmaking as Acting.
Key to Effective Delivery: Modeling.
How to Deliver a Script with Impact.
Rehearsal and Evaluation.
11.Bringing It All Together: Practicing What I Preach.
Summary: How to Make Your Speeches Cogent and Memorable.
Epilogue: A Few Last Words: Speechmaking As Behavior - and Why the Principles of Good Speechwriting Are What They Are.