RE-EMPHASIZE MOTIVATION Again, to reassure the audience that what they now know will benefit them in some way, it is necessary to remind them of how they will benefit if they remember what you have said. Consider the following example: ‘You  now  have  a  working  knowledge  of  two combat developments in marksmanship. If you ever come  to  grips  with  the  enemy,  what  you  have learned  in  the  past  20  minutes  could  mean  the difference  between  life  and  death.” FORCEFUL  CONCLUSION The forceful conclusion is the end of your talk and should be as dramatic and interesting as the attention step. A weak ending diminishes the effect of the points. The statement, “Well, I guess I am done” or “That is all I  have  now”  greatly  reduces  the  impact  of  any presentation. The same techniques that were suggested to open a talk can be used to close one. Illustrations,  quotations,  jokes  and  questions  are  all good ways of closing a talk. A strong, positive statement is one of the best. Nobody seems to have improved on “I know not what course others may take, but as for me, give me liberty or give me death.” One thing is vital, however. Your closing should tie the entire talk together in one cohesive unit. SPEECH WRITING Learning   Objective:   Recognize   the writing techniques. basic   speech The public affairs office is usually the public speech writing department for the officer in command. As the senior journalist in this public affairs position, you may be the speech writer for the command. At the very least, you can expect to be called on some time during your career to write an occasional speech for the skipper and perhaps for other senior members of his staff. If your command is large enough to have a formal speakers bureau in operation (discussed later in this chapter), you will be required to maintain several “canned” speeches and slide presentations for various occasions. Speaking  engagements  in  nearby  communities  are an integral part of the public affairs plan for gaining public support and understanding. Opportunities to speak are being sought more and more by all commands within the Navy. Therefore, the skipper and the PAO will  expect  you  to  assist  them  in  researching  and preparing, or in writing, the manu- scripts of talks given by them or a representative of the command. This job rests with the public affairs office not only because the officer in command does not have the time to prepare a different speech for each occasion but also because your office should be in an excellent position to (1) assess an audience’s needs, desires and interests in asking for a speaker; and (2) determine the gaps in public understanding concerning activities, policies and missions of your organization or installation. The following is a list of the advantages of a written speech: l l l l l It provides an opportunity for the writer to revise, edit and polish the speech until it is literally a gem. It can be submitted for clearance and checked closely  for  security  or  policy  violations. It  reduces  the  possibility  of  a  serious  mis- quotation  on  critical  matters. It  assures  the  speaker  of  meeting  the  time limitations on radio, television or at a civic club function. It allows the dissemination of an advance release to assure more complete and accurate coverage. AUDIENCE ANALYSIS An  extemporaneous  speaker  can  adjust  his  material as he is presenting it. The feedback he receives from his audience  dictates  certain  changes  and  sometimes elaboration of a part or two. However,   the   speech   writer   has  no  such opportunity. If he errs, even in the slightest detail in his analysis, the speaker has no other recourse but to wade through an ill-adapted manuscript. Therefore, prior analysis of the audience, situation and occasion takes on increased importance and must be considered in greater detail. In  analyzing  the  audience  as  to  age,  sex,  back- ground, size, socioeconomic status, and so forth, you should talk with members of the club or group as part of your research before you start to write the speech. If possible, attend one of their meetings. This will aid you in  your  analysis  of  the  audience  and  enable  you  to examine  the  physical  setting  where  your  speaker  will make his delivery. The size of the room, customary 6-13