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About Google Book Search Google's mission is to organize the world's information and to make it universally accessible and useful. Google Book Search helps readers discover the world's books while helping authors and publishers reach new audiences. You can search through the full text of this book on the web at |http: //books .google .com/I ? 1!^ I IV ^ > ^^ Ijii3^\"fe \ \ \. Hints for the Political Speaker By Warren C. DuBois, A.M., LL.B. LA PIDU8 PRINTING COMPANY NIW YORK. N. Y. . . ^ ' * - ti, y-v'L ^ - ^ ' ^ « J -< < v.- ' , J . ' ; . IE NE'A- YOKK I PUBLIC LIBRARY 2±7mk ASrOR, LE«#X AND TILDEN FOUNDATIONS Copyright, 1921 Warren C. DuBois • • ••• « - • * • •• ' • • , • • • • • • • • •• •_ • . * • • • • * 1 To HAMILTON COLLEGE The "H(yme of Oratory" CONTENTS Chapter — Page Stick to the Issues 18 Preparing the Speech 17 Local Color 45 Something to Take Home 49 Opening and Closing 58 The Place of Stories and Humor 62 Hints on Delivery 67 The Heckler 79 Speaking Outdoors 88 Making Your Candidate Popular 87 Keeping Abreast of the Battle Lines 91 Keeping Fit 98 The Work of the Speakers' Bureau 101 Questionnaire^ page 107 PREFACE There is no path to self-confidence and personal poWer among men more direct than the ability to stand on one's feet and speak effectively. And no American insti- tution offers greater possibilities to the average citizen than the stump. To men without financial means or influential friends, it opens the door to political power and influence. Ability in campaigning is an asset which once acquired can never be taken from you. If you have built your political career on this foundation, the storms of political vicissitudes can never wreck it. The ease with which a candidate can reach the electorate through the press, the increasing popularity of motion pictures as a means of political advertising and the wasteful manner in which "literature" is disseminated in every election district of the Union have tended to convince some 9 Hints for the PoUtical Speaker that the day of the political speaker is passing and that his influence has descend- ed to the level of the red-fire and brass bands. Nothing could be farther from the truth. True, political speaking has undergone a great change ; it must continue to change with times, for it is a means and not an end. But as a means of influencing votes in a campaign it is still the powerful med- ium. Nothing can take the place of the spoken word ; no argument, no matter how convincing on paper, can compare with the cogent influence of the personal appeal. The practice of candidates taking the stump grows in favor each year. It is estimated that there are over twen- ty-five thousand men and women on the stump every Fall. It is the opinion of many professional campaigners that not one in five succeeds in changing votes. What an astounding percentage of fail- ures! 10 4 Hints for the Political Speaker This book is Moiitten to point out the principles underlying success in political speaking and to ^vtarn the campaigner of the many httle pitfalls into which so many unconsciously fall with harmful results to their cause. The author wishes to thank the many veterans of the political platform, too numerous to mention here, who have so generously aided him with their opinions and advice on the many little questions of political speaking that confront the be- ginner. He has incorporated many of their suggestions in the pages of this brief work. Wareen C. DuBois. 165 Broadway, New York City. June 1, 1921. 11 1 ] STICK TO THE ISSUES On the eve of the presidential election of 1884, one of the most exciting cam- paigns in American history, a group of New York clergymen held a public meet- ing to pledge their support to James 6. Blaine and to offset the undercurrent of opinion that many of their number op- posed him for religious reasons. In the course of the evening, the Rev. Samuel Dickinson Burchard made an impassioned speech which included somewhere the state- ment, "The Democratic Party is the party of rum, Romanism and rebellion!" Few of those present paid any attention to the remark and it was not mentioned in the press reports of the following morn- ing. Several days later a group of Demo- crats, going over a stenographic report of the speech, chanced upon this sentence. Within a few hours it was on every press wire in the nation; the next day it was 18 Hints for the Political Speaker ^ printed in nearly every newspaper in the country. , Blaine and his supporters did ever5rthing in their poi;0er to repudiate responsibility for the utterance. But the harm had been done. Blaine was defeated by a narrow mar- gin. The political wiseacres of both parties seem unanimous in the opinion that tihie religious prejudices which Burchard's speech aroused brought about the election of Cleveland. Religion as a political issue in America has always proved to be a two-edged sword. But that is not the point of this story. It was told to illustrate the truth that it is infinitely easier to hurt the cause of your candidate than it is to aid it. If you have decided to enter the arena of political campaigning in behalf of a party or one of its candidates, be sure that you follow the plan of battle laid down for you by that party and its candidates. A party's platform is the result of thousands 14 Hints for the Political Speaker of opinions welded into a few. The planks of that platf onn a» interpreted by the standard bearer of the party is the only battle guide. If you enlist in the ranks of campaigners, you do so with the oath that you will fight along the lines that have been mapped out for you. To do other- wise is just as disloyal as the conduct of the soldier who, in disobedience to the or- ders of his superior officer, leaves the ranks of his comrades and engages the enemy at wiU. Stick to the issues of the campaign I 15 PREPARING THE SPEECH Study the Issuer It is surprising how few of the men who take the stump ni^t after night during the campaign have a clear understanding of the real issues. Blinded by their own prejudices or by mere party loyalty, many campaigners essay to win over independent voters to a cause which they themselves do not appreciate. Such a worker is al- ways a liability on the platform; for he not only fails to attract wavering voters but frequently antagonizes those who are kindly disposed toward his party and its candidates. What are the issues and where are they to be found? The answer is simple — ^in'the platforms of the parties. These are the only reliable starting points. Begin there. Then read the speeches of acceptance by the nominees. As the heads of their re- spective parties the national, state or mun- 17 Hints for the Political Speaker icipal candidates form the court of last resort in interpreting the issues of the cam- paign. Frequently, these men will bring in new issues not mentioned in the plat- forms. Such was the case in the cam- paign of 1916 when Mr. Hughes cham- pioned woman suffrage and denounced the administration for passing the Adam- son Bill. Neither of these questions was mentioned in the platform of the Repub- lican party. But the action of Mr. Hughes made them issues and the rank and file of the party followed his leadership and ar- guments on both. The committee of your party in charge of the campaign publishes a handbook for speakers. It contains the platform, the nominee's speech of acceptance and a mass of material for use on the stump. G^t a copy of it as soon as it is published and make it your political bible. You 'will not only be sure that you are on the right track, but you will find a wealth of am- 18 Hints for the Political Speaker mimition for making your individual c^- paign fight. Study it carefully and you will take the stump with a confidence that will go a long way toward insuring the success of your personal efforts. If there is any point in that book which is not clear to you, take it to the head of your speakers* bureau and obtain his interpre- tation of it. When you are thoroughly familiar with your own party's platform, study that of the other. No man ever won a close fight without knowing the position and arguments of his opponent. Choosing an Issue Some men are so constituted that when they attend a funeral they want to be the corpse, at a wedding they would play the roles of bride, groom and clergyman, and when they speak at a political gather- ing they want to utter the last word on { every issue in the campaign. Theodore 19 Hints for the Political Speaker Roosevelt characterized them as "men who spread themselves over such a wide field that they show through in spots." No man, with the possible exception of the presidential, gubernatorial or chief mimicipal nominee, should attempt to speak on every issue in the campaign. In the first place, very few men are able to keep abreast of the times on all the ques- tions debated daily in a campaign. Second, no man can attain the best results who does not center his efforts on a sector sufficiently small to enable him to know every inch of the ground on which he is fighting. Choose an issue. And in choosing it, keep in mind the popularity of that issue in the locality in which you will speak and your ability to discuss that issue in- telligently and effectively. Most men find it simple to select a topic; their feelings or prejudices dictate the choice. - But when it comes to talking be- 20 Hints for the Political Speaker fore an audience, they sometimes find that they have nothing but their prejudices to present. And that is a very dangerous position to occupy. If you have a burning conviction on some question or issue, that is the best subject for your speech. But be sure that you arm yourself with facts as well as feelings. Collecting Material Great debates are usually won by the side which has made the most exhaustive study of the subject. Napoleon used to say that the Almighty always seemed to be on the side which had the heaviest ar- tillery. Your artillery is your array of facts and arguments. Having chosen an issue, the next step is to make yourself so familiar with it that you can discuss it any hour of the day or night from any angle. Saturate your- self with it. Be so well armed with knowl- edge of its details that you fear no op- ponent. 21 Hints for the Political Speaker Political speeches are usually begun with little knowledge of when the speaker's time will be up. Unless you are a veteran of the stump and can speak as long as you choose, you must be prepared to stop when the chairman wants you to. Say you will speak twenty minutes. If you mount the platform with enough material to speak for an hour, you will experience that confidence which a large bank balance always gives in a business adventure. A speaker who is well informed rarely fails to impress an audience with the feeling that he "knows what he is talking about", even though he uses but a small part of his store of facts. The feeling that your reserve is ample to the situation has a way of projecting itself into the consciousness of your hearers. The campaign handbook furnishes a great mass of speech-building material. If you will note those portions which bear directly on the issue you have chosen, you 22 1 Hints for the Political Speaker will have enough material for the ordinary occasion. You should, however, keep a pocket note book in which to enter other information which appears in the news- papers, in the arguments of other speakers and in conversation. That sudden idep which usually comes at inopportune mo- ments may be forgotten unless made note of. We hear a great deal about extempor- aneous speaking. Strictly speaking, there is no such thing. No speech worth the attention of an audience was ever delivered without some preparation. It may be that the speaker did not know that he was to be called upon; perhaps his subject was selected for him when he was introduced. If he makes an effective appeal under such circumstances it is only because he had given so much thought to the subject be- fore that occasion that he is ready to pre- sent it at any moment. Webster's great>est speech was his reply 23 Hints for the Political Speaker Mkrt to Hayne in the United States Senate. On that occasion, Webster had just com- pleted an argument in the Supreme Court and entered the Senate chamber to find Hayne speaking on state sovereignty. Hayne inunediately directed his arguments to Webster, and the latter, realizing that his position as the champion of the Union demanded that he take up the challenge, made reply. The result was that master- piece of American oratory which ended ^th "Liberty and Union now and for- ever, one and inseparable!" When an admirer complimented the great orator on his "extemporaneous" speech, Webster smiled and replied, "I have been preparing that speech all my life." Selecting Material The aim of all political speaking is to win votes. That may sound trite, but like many other fundamental truths, it is often lost sight of in the many elements which 24 Hints for the Political Speaker enter into a task as complicated as that of framing a political speech. All elections hinge on the vote of a minority. At any stage in a campaign you can figure that nearly seventy-five peir cent of the vote has already been cast. That is the party vote. Whether because of family traditions, office-holding, or other controlling influences, the average American voter supports one party year in and year out. But there is a class of voters which cannot be counted on to vote the same ticket two years in succession. That class, judging from the elections of the past de- cade, is rapidly increasing. That minority is the so-called ^'independent vote." It is to gain this minority vote that political campaigns are made, that thousands of dollars are spent in hiring halls and bands and quartettes, in printing tons of litera- ture and lithographs. To gain the support of this minority, candidates wear them- 25 Hints for the Political Speaker selves to the bone travelling from Maine to Oregon. Now the task of the political speaker is two-fold, — ^to hold in line those who have come to a decision and to win over converts from the other side and from the independent class. Many political speakers hearing ap- plause night after night get the impression that they are talking to the entire elect- orate and that their cause has been won. The sum total of those who hear campaign speakers form but a small part of the electorate. And the average audience at any political meeting is composed largely of men and women who have already de- cided which way they will vote — ^in favor of the side you are representing. These adherents are usually noisy and are ready to express approval of almost anything you say for your cause. But do not for- get that the small minority which sits there 26 Hints for the Political Speaker quietly, weighing the arguments of both parties, holds in its hand the victory. Always keep in mind that minority. To win it over is your task. This does not mean that you must talk to it alone. To keep your supporters enthusiastic is half of your work. And the more enthusiasm you can arouse among the members of your own party, the more likely it is that the neutral or independent element, in- fluenced by that enthusiasm, will follow your cause. Nothing is so contagious as enthusiasm. But to arouse it among your supporters alone is not enough. You must frame your talk so as to convince those who are wavering, those who "must be shown." Do not hesitate to use the same material that others do. It is safe to assume that not five per cent of your audience has heard the other speaker. And if they have, it will do no harm to repeat a good argument. Nor is it necessary that you 27 Hints for the Political Speaker should change your speech every night. If you were to follow a presidential nom- inee about the country you would find tiiat he gives practically the same speech day after day, with only such modifications as local conditions demand, despite the probability that a large portion of each audience has read the substance of his remarks long before he appears before them. Before leaving the subject of selecting material, a few words should be said about attacking your opponents. You have probably heard the story of the policeman who broke into a house to rescue an Irish woman from the attacks of her drunken husband. He raised his club to strike the man, but before he could deliver the blow, he himself was floored by the wife. The writer could never understand why the story was told of the Irish, because the point is in harmony with human nature the world over. If you want to ascertain 28 Hints for the Political Speaker the degree of attachment between two es- tranged friends, the very best method is to attack one in the hearing of the other. In your audience there are many wavering voters ; some, perhaps, have been affiliated with the opposing party for many years. If you are too strong in your condemna- tion of his old party, you simply fan the slumbering flame of his former love and throw him back into her arms. It ought not to be necessary to warn the speaker of today against mud-slinging. And yet, many popular speakers, tempted by the applause which such tactics usually draw from certain elements in the aud- ience, continue to vilify opponents, un- mindful of the fact that they are doing more harm than good. The average American demands fair play, and many a vote has been thrown to the opposition because of the sympathy aroused by per- sonal attacks. And conversely, many a vote has been gained by respectful refer- 29 Hints for the Political Speaker enoe to those on the other side. If you cannot speak of an opponent without abusing him, don't mention him at aU. Framing the Speech A good political speech is one which leaves a strong single impression. The eif ective speaker limits himself to one sub- ject and covers that subject so well that nothing is desired when he closes. He hammers away at that one nail until it is driven beyond removal. He may change his position before every blow, but his aim is always the same, and when he con- nects with the nail, it sinks still further. Follow this hammer and nail theory in yoiu* speaking. The psychology of this plan has been tested by the general scheme of modern advertising. Instead of spread- ing themselves over numerous arguments in favor of using their product, the manu- facturers of a certain flour are content with but one slogan, — "Eventually, why 30 i Hints for the Political Speaker not now?" That statement repeated countless times becomes so imbedded in the minds of the buying public that they believe it and, without stopping to com- pare it with other brands, buy it. The aim of the military has always been the focus of all of the army's strength at that point along the battle lines where the enemy is weakest. By hurling all its strength at that point, the conmiander forces the enemy to abandon his attacks along other points of the line and to fight out the issue at the point of the com- mander's selection. So with a political campaign. Sharpen your talk down to a pointed appeal and then marshal all your strength behind it. The political history of America is full of instances where suc- cess has been due to a single idea repeated so often that it became a slogan of victory. In his fight to destroy the United States Bank, President Jackson met with tre- mendous opposition. He maintained the 81 Hints for the PoUtical Speaker bank was not sound; the figures compiled by his opponents showed otherwise. But Jackson hammered away with "The bank is broke and Biddle knows it" until the opposition weakened, wavered and finally crumbled. When touring the State of California in his first campaign for the governorship, Hiram W. Johnson closed every speech with this sentence, — "Remember this, my friends: I am going to be the next Governor of Cali- fornia; and when I am, I am going to kick out of this government William F. Herrin and the Southern Pacific Railroad — Goodnight/' The effect of this prophecy repeated each night was well explained some years previous by the Irish orator, Daniel O'Connell: "It is not by advancing a political truth once, or twice, or even ten times, that the public will take it up and finally accept it. Incessant repetition is required to im- 32 Hints for the Political Speaker press political truths upon the public mind. Men, by always hearing the same things, insensibly associate them witih received truisms. They find the facts at last quiet- ly reposing in a ' corner of their minds, and no more think of doubting them if they formed part of their religious beliefs." The same truth has been expressed more briefly by the famous Mr. Dooley, — "I belave annything at all, if ye only tell it to me often enough." Closely allied to the power of repetition is the power of suggestion. Suppose Hir- am W. Johnson had asserted his prophecy but once. We can almost hear the laughs that greeted its first presentation. Many a skeptic said to himself "I'll bet you won't be the next governor of Cahfornia." But by repeating the prediction night after night, the idea gained a stronger hold and the doubt weakened. The power of sug- gestion lies not in direct assertion (which brings up doubts) but in indirect assertion 33 Hints for the Political Speaker which gains the same result because by failing to make a direct blunt statement, the audience has no positive assertion with which to take issue. Perhaps the most masterful use of the power of suggestion occurred in the campaign of 1896. Mr. Bryan set out to create a widespread be- lief in McKinley's defeat. Had he merely asserted night after night "McKinley will be defeated'*, he would have undoubtedly been less successful in convincing that part of the electorate which voted foir him. But instead of that blunt assertion, he em- ployed suggestion. If you can forget the result of that election and project your imagination back to the year 1896, you can appreciate how effective were his words, — "Mr. McKinley was the most popular man among the Republicans, and three months ago everybody in the Republican party prophesied his election. How is it today? Why the man who was once pleased 84 Hints for the Political Speaker to think that he looked like Napoleon — that man shudders today when he remem- bers that he was nominated on the anni- versary of the battle of Waterloo. Not only that, but as he listens he can hear with ever increMing distinctness the sound of the waves as they beat upon the lonely shore of St, Helena." Making Yourself Understood A great many speakers who know their subjects thoroughly fail to impress an au- dience because they do not express them- selves in a simple manner. A man may work for days on a speech, polishing off every rough corner, selecting with pains- taking care every word in it, and find when he delivers it that it arouses no more en- thusiasm than the recital of a table in arithmetic. The trouble probably lies in the failure to take into consideration the understanding of the audience. A speech must be so worded as to be 85 Hints for the Political Speaker understood by every one in the audience, word for word, sentence for sentence, as it is uttered. The hearer cannot, as he may in reading, go over and over a pas- sage until he grasps the meaning. He must be able to understand every idea you express as he hears it, otherwise he becomes disinterested and relaxes his attention. During the late war an interesting ex- periment was tried by Captain Joseph S. BuhJer, U. S. A. He was placed in charge of that branch of the Four Minute Men's organization which sought to spur the war spirit of Americans and to offset German propaganda by importing wounded Al- lied soldiers to tell their experiences at the front to American audiences. These heroes had been picked from the maimed survivors of many thrilling adven- tures, with no regard for their ability as speakers. From this standpoint they were well chosen; each had a tale that would send the shivers down the spine of the 36 Hints for the Political Speaker most savage warrior. In private conver- sation they could hold the attention of all. But when put upon the platform they often failed. Why? Because they failed to put forth their stories in a simple, straightforward, informal manner. Part of the work of the Four Minute Men was to address children in the public schook. Captain Buhler took those who had failed to make good in the theatres and put them in the schoolhouses. Now the hardest individual to hold is the child. You must talk to him in his language or he will close his ears. You know this; everyone knows it. These veterans knew it and they immediately changed their manner to meet the situation. Speaking in a direct, simple fashion, they told their experiences in battle just as plainly as they would have done at home with their own youngsters on their knees. They never tried to imitate orators or lecturers ; they merely told what they had seen and 87 Hints for the Political Speaker felt; and stopped. Needless to say, they made a great hit with the young folks. After a week or two of speaking in the schools, these men were put back into the theatres with instructions to direct their remarks to the children in the audience. Having fallen into the style of speaking to young minds, they found it easy to con- tinue in the same manner. And their suc- cess with audiences of grown-ups was even greater than it was with the children. All of us are more or less children when collected into an assemblage. Our minds relax; we shun any task that requires sustained concentration. We want thoughts and ideas put so simply that we can grasp them with a minimum of men- tal effort. Lincoln's success on the stump was mainly due to the simplicity with which he expressed himself. His language was so chosen as to leave nothing dark or cloudy; the most illiterate member of his 88 Hints for the Political Speaker audience understood him. We are told by his biographers that he used to prac- tice his speeches in the barn before the chickens, in the hope that it would force him to reduce his arguments to such simple terms that even dumb animals would un- derstand him. It was this simplicity of expression that enabled him to reach the minds of every man, woman and child of America during the great war of the re- bellion. What, for instance, could be more appealing to the average citizen than the foUowing: ^'Gentlemen, I want you to suppose a case for a moment. Suppose that all the property you were worth was in gold, and you had put it in the hands of Blondin, the famous rope-walker, to carry across the Niagara Falls on a tight rope. Would you shake the rope while he was passing over it, or keep shouting to him, "Blondin, stoop a little more ! Go a little faster I" No, I am sure you would not. You would 89 Hints for the Political Speaker hold your breath as well as your tongue, and keep your hand off until he was safely over. Now, the Government is in the same i^tuation. It is carrying an immense weight across the stormy ocean. Untold treasures are in its hands. It is doing the best it can. Don't badger it! Just keep still and it will get you safely over." Every speaker ought to practice his speeches aloud before a friend or even alone. He will find that his own ears are sometimes good critics. They will at least tell him whether his thoughts are as forceful in sound as they are on paper. Whatever your audience, speak to it in its language ; if you are talking to sailors, don't speak to them as you would to ar- chitects; don't address carpenters as you would lawyers. HandUng Figures Most political speakers dodge the use of figures in a speech on the theory that 40 Hints for the Political Speaker no one ever got enthusiastic about aritli- metie and certainly no political gathering ever will. But the electorate of todav wants facts and figures as well as fire- works. Economy has been an issue in nearly every municipal and state election in the past decade. It is an ever-present problem in our national government. If, then, you must use figures, it is well to know how to present them in the most interesting and effective manner. The secret lies in presenting amounts and quan- tities in a form which can be visualized or appreciated by comparisons. By merely stating figures, the speaker neither inter- ests nor does he make an impression which will last. But by a small degree of skill in using comparisons, he can make an amount appear stupendous or trifling. Let us consider a practical application of this method. During the war, a speaker was seeking to impress an audience with the tremendous cost of a day's supply of am- 41 /^ Hints for the Political Speaker munition. He said that it cost the United States something like a million dollars a day for munitions alone. Now few of us have ever seen a million dollars or have a ready appreciation of what that amount means. So the speaker continued as fol- lows: "Think of it, ladies and gentlemen, one million dollars a day. If that sum were put into dollar hills and these hills placed end to end, it would reach from New York City to Albany. If stacked in quarter- dollars, it would make ten piles of the height of the Woolworth Building. It represents ijiore than the daily earnings of an army of mechanics who, placed shoulder to shoulder, would reach from New York City to Philadelphia. It would buy enough food to keep alive one thous- and families of five each. It would pay all the yearly expenses of a group of col- lege students, which in single file would reach from one end of the Brooklyn 42 Hints for the Political Speaker Bridge to the other. This, gentlemen, is the cost of war/* Another speaker, attempting to offset the effect of these remarks replied as follows: "A million dollars a day! That's a large smn, gentlemen and ladies, and I'm glad the government is not making me foot the whole bill. But is it as large as the pluvious speaker would have us believe? Remember there are one hundred million people in the United States and that means but one cent a piece. Is that large? We spend nearly that amount daily for gum. Let every man, woman and child stop chewing and the amount saved would be the same. Let every housekeeper peel the daily potatoes a little more carefully, and the amount would be saved. Let every individual be careful of throwing away lighted matches, and the amoimt saved in prevented fires would more than double the sum. Let every worker add five min- 48. Hints for the Political Speaker utes to his daily toil and the value of in- creased production would more than make up for the cost. The sum is not large, and when we consider the wealth of America, it is not worth worrying about/' 44 LOCAL COLOR An audience will usually exhibit as much interest in a speaker as the speaker does in it. A county official stumped the Bor- ough of Brooklyn, New York City, as a candidate for re-election. He was a very poor speaker and knew very little about the politics of the county. After a week or two of unsuccessful campaigning, this candidate appealed to his secretary (a well- known figure in local politics) for assis- tance. After that appeal the secretary ac- companied his chief wherever he went to speak. Before each speech, the official held a short conversation with his assistant, and this is how he opened his talk, — "Ladies and G^entlemen; I am glad to be in the . . . assembly district and to speak to the friends and neighbors of (mentioning the most prominent man in the locality) ." This introductory sentence never failed to gain applause and the 45 Hints for the PoUtictd Speaker audience would settle down to hear him with that kindly feeling that always greets a man who has something in common with it. Many seasoned campaigners make it a point to learn all they can about a locality before addressing it. It was said of Roosevelt that he often impressed an au- dience as knowing more about their local affairs than most of the neighboring poli- ticians. Few of us are possessed of a mem- ory or a capacity for details to compare with Roosevelt's. But all of us can at least acquaint ourselves with enough mat- ters of local interest to convince an au- dience that we are interested in them. It never fails to pay. The locality in which you speak might affect your speech in any one or more of four ways. First, you should advance those arguments or points which have a special reference to the people to whom you talk. If you are attacking a national 46 Hints for the PoUtical Speaker administration for extravagance, don't tell the people of California about the cost of building a public building in New Jer- sey if you can show the extravagance of improving the harbor of San Francisco. Second, you might mention local person- alities either by way of aiding their candi- dacies or by attacking them as the oppon- ents of your party. The latter, however, should be approached with great care and only after obtaining the approval of local leaders. Third, you can arouse the in- terest of a locality by speaking of their need, «.d «„1ntio:^. NeTriyeA^cHon of the country has some pet aspiration which is closely interwoven with its polit- ical thinking. Fourth, if you use illus- trations to strengthen or ornament your arguments, use local objects. Were you addressing the voters of Duluth, Minneso- ta, on the subject of "Disarmament and War", you would make little impression by telling them that the last war meant 47 Hints for the Political Speaker a death Kst of seventy thousiand Ameri- cans. But if you said that the number killed in the Great War from the American ranks alone was more than sufficient to re- populate the City of Duluth, your point would not only mean something, but it would add interest to your argument. These are only suggestions, but they point to a positive method of increasing your chances for success. A little exper- ience in applying them will bring to mind other ways by which you can com- mand the attention and good will of your audiences. 48 SOMETHING TO TAKE HOME The woman who first conceived the idea of giving her dinner guests favors was a shrewd hostess. She realized that an evening of enjoyment is soon forgotten unless linked with something which will recall the ev^nt to mind. The Democratic convention of 1896 was swept off its feet by Bryan's "Cross of Gold" speech. It is doubtful whether there is another instance in American his- tory which furnishes such a dramatic il- lustration of the power of oratory in poli- tics. One of the delegates who attended that convention and who was carried into the clouds by that burst of oratory was unable, when he reached his hotel after the session, to give a single argument or point which the gifted Commoner had presented. All he recalled was the scene and the overpowering emotions which that masterpiece stirred up. 49 Hints for the Political Speaker The political speaker must remember that only a small part of the electorate in any district will hear him. And of that part, a large majority is composed of men and women who are already won over to his cause. In order to get the greatest results, he must not only impress the in- dependent minority but he should also give them as well as his adherents some thought or argument to take home, — some slogan or story which they will recall long after the general impression has faded from memory, something which can be repeated to friends and neighbors with telling ef- fect. In the Fall of 1919, there were two county judgeships to be filled from four candidates in the County of Kings, New York. One of these candidates was Judge Norman S. Dike who was running for re- election in what appeared to be a very close fight. The many friends of the judge sent out scores of speakers into every elec- 50 Hints for the Political Speaker tion district in the county. At one meet- ing, at which the audience numbered two hundred, four men spoke for him. Three of them spent their al- lotted time in general praise, mentioning his fine record, his eminent fitness for the office and his excellent reputation as a man. The fourth man used but four minutes. His speech included this story, — "Last year a committee of citizens of this Borough called upon the Police Com- missioner of this City to protest against the small number of policemen assigned to duty here. They proved to him that in proportion to its population Brooklyn had less officers of the law to guard its people and property than any other borough in the City. The Commissioner listened very courteously and replied with a smile, *It is true that Brooklyn has less policemen than the other smaller boroughs, but that is because you need less. Why, you have a county judge who is known to every 51 Hints for the Political Speaker criminal in the east. They always dodge Brooklyn for that reason. No, as long as Judge Dike sits on the bench, you don't need any more cops.' " That audience forgot all the fine things that were said about Judge Dike but that short story. But they remembered that and what is more they repeated it count- less times to their friends and neighbors during the remaining days of the cam- paign. In the opinion of the author, that story repeated before many audiences had more effect in re-electing Judge Dike than all the other efforts of his speaking friends combined. 52 OPENING AND CLOSING Victor Murdock once said, apropos of making a good speech, ''Get a good be- ginning and a good ending ; stuff it with whatever you please. ' ' This statement was not intended to be taken literally; you cannot stuff the middle of any speech with mediocre material and make it impressive. But the remark does give point to the great truth that the most important parts of any talk are the beginning and the end- ing. To the political speaker the problem of opening an address presents two points of consideration. First, he must secure attention ; second, he must not antagonize any portion of his audience. Securing attention is an ever present consideration in the mind of a speaker. He probably gives more thought to the subject matter of his first sentences than he does to any other part of the address. 58 Hints for the Political Speaker Unless he succeeds in focusing the atten- tion of his hearers upon himself from the start, he wages an uphill fight. Every man has his own individual ideas about the method to be employed, but he may well be aided by a few suggestions. Nothing is more effective in beginning than a good story in point. I said "in point" because it is always possible to tell a story provided you are not limited to relevant ones. But if your story is merely told to gain attention and has no connec- tion with what follows, your audience will turn away from you just as quickly as it deserts the street faker who gathers a crowd by some aUuring device and then presents some cheap notion in which no one is interested. The story need not be political ; in fact, it is better to take it from some other field of himian interest. The latter course has the advantage of intro- ducing a refreshing subject. A good quotation taken from the 54 Hints for the Political Speaker speeches or writings of some well-known man or woman is an excellent opener. Peo- ple are always interested in the words of a great personage. And in quoting the words of a great man you command some of the respect that your hearers hold for that man. Very few of the opponents of the League of Nations failed to quote Washington's advice regarding entangling alliances. Here igain, your quotation must have a close connection with what follows, otherwise you will lose more than you gain by its use. Above all, your opening remarks should be interesting. A startling statement rarely fails to secure attention. The pre- ceding speaker has probably left the au- dience in a satisfied, complacent mood. Unless you present something unusual it is difficult to transfer their thoughts from him to you. Humor is always refreshing, particular- ly when the previous speaker has aroused 55 Hints for the Political Speaker them to a pitch of excitement on some in- tensely serious issue. Long introductions should always be avoided. Modem life is too rapid and strenuous to tolerate the man who cannot begin a speech without tracing the history of the world from the fall of Adam. With this in mind, many experienced speakers save time by stating at the beginning what they intend to talk about and, in many instances, outline the main points of the address. You can never know what will be the temper or mood of your hearers when you begin. For this reason it is an excellent plan to prepare yourself with three or four kinds of openings, so that you will be ready for any emergency. If, then, you find yourself talking to an audience which has not been aroused by many pyrotech- nical speeches, you can select the opening which best fits your speech as a whole. And if you follow an inspired orator who has 56 Hints for the Political Speaker stirred them to the depths, a most trying position for a beginning speaker, you will not be embarrassed by the necessity of digressing from your original plan in order to meet the psychology of the moment. When in such a position, do not show your fears of losing the crowd. It is Hkely that you will be discouraged by the stream of men and women leaving the hall. Do not hasten your opening. It will gain you nothing. Haste at such a time usually adds to the confusion and strengthens the decision to go. The second consideration in framing the beginning of your speech is equally important. Remember that your purpose is not merely to furnish opportunities for enthusiastic outbursts from your support- ers. You must also convert the so-called independent who forms a larger part of the audience than his silence would indi- cate. He probably hears both sides. If your opening remarks are too partisan 57 Hints f&r the PoUticul Speaker from his viewpoint, he will close his ears to the rest of your speech. Every issue presents common ground. After all, every voter has or thinks he has the same interest at heart — ^the welfare of his country. It is a simple matter to begin a speech in a manner which will appeal to the fairness of all. From such a be- ginning you can gradually turn to your side of the issue in a way that will carry the independent as well as the partisan with you. Few speakers of experience fail to take advantage of the possibilities of opening on neutral ground. Sometimes, however, a hostile audience is best met by an initial '*blow between the eyes." A classical ex- ample of such an opening may well be given here. In the national campaign of 1900, Theodore Roosevelt, then a candidate for Vice-President, was sent into Nebraska, the home of Bryan and Free Silver. The 58 Hints for the Political Speaker press of that State commented at length on the folly of his speaking there and the first audience he addressed assembled more from a spirit of curiosity than because of any friendliness. How could he speak without mentioning the monetary issue, and how could he mention that issue vtdth- out arousmg the antagonism of all pres- ent? A death-Uke silence greeted his ar- rival. He broke the tension with these words, biting oflF each syllable with char- acteristic precision, — "Ladies and Gentlemen: — The Repub- lican Party stands for the Gold Standard ; and it stands for the Gold Standard in the State of Nebraska just as it stands for the Gold Standard in the State of New York.'' A handful applauded, many burst into tears; all remained until he had finished his speech. At no time did he receive ap- preciable applause, but a member of that audience subsequently stated that the res- 59 Hints for the Political Speaker spectf ul silence with which they heard him was nothing short of a reverential tribute such as is rarely paid to living heroes. Of all the impressions made by a speaker the very last is most likely the one which remains uppermost in recollection. If it is weak, it may destroy all the good effect previously gained; if it is strong, it will probably draw to its level all the mediocrity of what has been said in the body of the speech. The ideal ending is one which summar- izes everything which has been said and couples with that summary a compelling appeal to vote for the ticket or the candi- date for whom you are speaking. This appeal may take the form of a flowery picture of what the victory of your cause will bring or it may be clothed in a good story or quotation. Unless the whole tone of your speech is humorous, never end in anything but a serious fashion. Most political speakers must time their 60 Hints for the Political Speaker efforts to the particular occasion on which ^hey appear. It is the frequent exper- ience of junior campaigners to be inter- rupted by the applause which greets the entrance of a well-known figure. Then he must stop or try the patience of his au- dience by continuing. Better that he wind up his speech as soon as he can without making the ending too sharp or abrupt. This ever-present danger can only be met by a most thorough prepara- tion for it. After you have gained your stride, never turn into a long stretch which will require considerable time to cover. So plan your speech that you can end it with a flourish on a minute's notice. Webster spent many hours on the pre- paration of his speeches. His command of language was so masterful that he rare- ly paid any attention to the exact words to be employed in expressing any particu- lar part of it. But he always worked out and memorized a strong closing para- graph. 61 THE PLACE OF STORIES AND HUMOR In one respect we never cease to be children. Rarely does a man or woman reach that age or condition where he or she loses the appetite for a good story. Americans as a class are particularly fond of this form of mental activity ; for it they are known the world over. The psychological effect of bringing to- gether a nmnber of people into a body which focuses its attention on one of its number is to carry each back to that per- iod of life when simple things held and amused. When in the theatre we laugh at many things which would be unheeded if we were alone ; we are interested in little acts which only a child would watch unac- companied. Story-telling has always been a popular seasoning with the public speaker. It serves many purposes. First, it brings 62 .r Hints for the Political Speaker together every ray of attention. Second, it rests an audience by enabling it to fol- low the speaker with a minimum of mental effort. Third, it enables the speaker to clarify or strengthen an idea in a very ef- fective manner. It can, however, be overdone — ^and fre- quently is. But most political speakers use it very little — ^to their own loss. Noth- ing will brighten a speech, particularly a long one, so well as two or three well told stories in point. If they are suitable to the occasion and you are able to tell them, by all means do so. But if your stories have no connection or a weak one, do not waste time trying to link them up with the subject matter of your talk. Noth- ing harms a speaker's reputation like a story dragged in by the ears. Stories may or may not be humorous. The humorous story has the added advan- tage of refreshing the audience. The world likes to laugh and that part of it 08 Hints for the Political Speaker which you are addressing is ever ready for a good joke. A Republican, addressing an audience in Vermont, attacked the Democratic ad- ministration for its "Buy a bale of cotton" movement. The frequent interruptions by way of heckling indicated that his hearers did not agree with him. The re- sentment became so audible that the speaker was forced to change his plans. His next remark was to the effect that the next Democratic slogan would be "Eat a bale of cotton." Everyone joined in the hearty laugh. The speaker continued his humorous attack without any further interruptions. This incident well illustrates the temper of an American audience. If you attack a movement or a man whom they like, they might hoot you from the platform. But you can go a great way with ridicule and burlesque and they will enjoy it, even though your humor is aimed at their idol. 64 Hints for the Political Speaker If you are opposing a candidate whose popularity is too strong for an attack, your best wfeapon is humor, A clever use of this method was made by Mr. Hughes in the campaign of 1916. The unofGcial role of Col. House in the ad- ministration had been the subject of much comment. Of course, there was nothing in his relations with the President which would warrant any serious attack on either. In reply to an attack on himself, Mr. Hughes added, "But I jsay with entire good humor that I believe in government by two houses and not by three." q. Americans take their politics rather ser- ' iously and it is this seriousness which calls for relief through humor. The parties are always looking for men Uke Senator Depew and Job E. Hedges to aid in a speaking campaign. Their usefulness was unconsciously appraised by Mr. Hedges himself. Running for governor of New York in 1912, he opened an address in 65 Hints for the Political Speaker these words, "They say that the Republi- cans have nominated a joker for governor (referring to himself). Well, the joker is the best card in the pack." 4 I 66 HINTS ON DELIVERY Confidence and Earnestness Write on your doors the saying wise and old, '^Be bold! be boldr and everywhere — ''Be bold; Be not too boldr Yet better the excess Than the defect; better the more than less; Better like Hector in the field to die. Than like a perfumed Paris turn and fly- — ^Longfellow. We hear a great deal about men who sucoeed on "nerve" alone, men who are always "getting away with something". There may be men who bluff their way into success; there may be such a thing 67 Hints for the Political Speaker as luck that lifts one man above the heads of others who are abler than he is. But one thing is certain, — ^those who complain about "bluff" and "nerve" are usually the unsuccessful, and their opinions are to be regarded accordingly. Wherever we put the dividing line be- tween bluff and courage, there is no de- nying the fact that few men have suc- ceeded without a deep-seated belief in themselves. No speaker ever convinced others unless he exhibited an abiding con- fidence in himself and his judgment. Noth- ing in a campaign is so effective as an attitude of trust in the success of the party and its candidates. "Fortune", said Soph- ocles, "never helps the man whose courage fails" ; it does even less for the party whose confidence lags or weakens. Always assume that your side will be successful. It not only wins over the man who wants to "get on the band-wagon", it also eats away the courage of your op- 68 Hints for the Political Speaker ponents. The whole world may love a lover, but it, at least that part of it living in the United States, idolizes a fighter of courage. But self-confidence is as far from boastf ulness as chivalry is from sav- agery. Extravagant prophecy or exces- sive self-confidence often links the speaker with the dreamer whose beliefs are the children of his fancy. The confidence that carries conviction never runs wild. It sometimes uses suggestion. Mr. Bryan repeated his assertion about McKinley and Waterloo every night of the campaign, and it undoubtedly had its effect. Senator Hiram W. Johnson's prophecy was shorn of boastfulness by the addition of his in- tention to "kick out" William F. Herrin and the Southern Pacific Railroad. Successful campaigners never spare their earnestness and enthusiasm, even when speaking of a minor issue. No cam- paign and no issue in any campaign was ever treated lightly by Roosevelt. If a 69 Hints for the Political Speaker fight was worth his participation, it was worth ^very ounce of earnestness he pos- sessed, and he spent it lavishly. When, in the summer of 1910, while swinging ^'around the circle" in an effort to strength- en the support of the progressives in Con- gress, he addressed an audience in Utica, New York, his attention was called to the fight being made against the renomination of Senator Frederick M, Davenport, In the middle of his speech on "New Nation- alism", he launched into a paragraph of praise for Senator Davenport and his stand on direct primaries and other state issues. So eaamest was ihis appeal for Davenport that when the speech was com- pleted and the Colonel was leaving, the crowd called for Davenport. He was re- nominated. Whatever your subject, be it disarma- ment or the election of your candidate for town clerk, deliver it with all the earnest- ness and enthusiasm that your soul can muster. 70 Hints for the Political Speaker Speaking to the Eye The eye is a hungry animal — a great deal more so than the ear. That is why a janitor closing a window can take the attention of an audience from a great or- ator. A cat or dog straying across a stage spells disaster for any theatrical perfor- mance. This fact gives rise to many sug- gestions for holding the eye as well as the ear of your hearers. Have you ever heard a good speech read? Probably not. The reason why it rarely succeeds is that the audience is just as much interested in the personality and appearance of the speaker as it is in what he says ; and what he says is always interpreted by the manner and motions which accompany it. It is safe to assume that no stump speaker will attempt to read a speech. But he often does other things which have a similar effect. Carrying a manuscript or a sheet of notes in the hand 71 Hints for the Political Speaker or permitting them to protrude conspicu- ously from a pocket tends to distract at- tention from what is said. An article of clothing which stands out from the rest of the attire weakens the focus that you would have the audience give to your ges- tures and facial expression. If possible, speak from a platform free from other speakers and attractive objects. The slightest motion on the part of an individ- ual seated near you may break the con- centration of the audience. The movies and other spectacular at- tractions have accustomed us to such a high degree of visual satisfaction that the modern speaker must feed the eye as well as the ear. Gestures, facial expression, posture and carriage on a platform are merely elements of that silent appeal. All are parts of the speaking body which must be kept awake and alive. The speaker who allows his muscular body to sleep while he talks has little more chance of holding his 72 Hints for the Political Speaker audience than a drama produced on a darkened stage. Speaking to All Parts of the House As previously stated, an audience is as much interested in the man as it is in the speech. If you doubt it, obstruct the vision of some persons in the auditorium or hall and see how quickly they will com- plain. They not only want to see the speaker, but they want him to look at and speak directly to them. It is, of course, a physical impossibility to speak to all parts of the audience at the same time. But it is a simple and proper practice to direct some part of your talk to a specific part of the meeting place, — the boxes, the balcony, the gallery and even to those who are seated on the platform behind you, if such is the arrangement. The latter part of the audience always received a few sentences from Theodore Roosevelt. The effect was so favorable that it is surprising 78 Hints for the Political Speaker that more political speakers do not imitate the practice. What to Memorize Many beginning speakers memorize their speeches word for word, a practice which persisted in will greatly limit the possibilities of their development. There are three good reasons why a speech should not be memorized. First, only a skillful actor can do it and conceal it. When an audience detects it, its respect for the speaker is diminished. There is a sub- conscious feeling that you are not speak- ing from your heart; perhaps someone wrote it for you and you are merely the phonograph. Second, if you have mem- orized a speech, you must spend a certain amount of energy — ^usually considerable — in recalling while speaking the exact words you intended. This energy should be free to expend on the delivery. Relying on your memory, you are ever conscious of 74 Hints for the Political Speaker the danger of forgetting; and if you do, your confidence will suffer regardless of whether you are able to extemporize until you pick up the thread of your chosen words. In the third place, the practice will prevent the development of that abili- ty, so highly to be prized, of thinking while on your feet. The ability to put present thoughts into appropriate language can only be gained by repeated practice in doing that very thing. And the longer you persist in memorizing speeches, the harder it becomes to start anew on the proper course. "But", says the novice, "unless I mem- orize my speech, how can I go upon the platform with any degree of confidence in my chances of remembering what I want to say?" There is some point in that ques- tion. Without memorizing, you must be content at the start to bear the handicaps of poorly chosen words, hesitant groping for language and frequent pauses. But 75 Hints for the Political Speaker these obstacles are only temporary ; every additional attempt will find you more con- fident and fluent. Most speakers of experience memorize the outline of their speeches. A well prepared talk can usually be summarized by four or five sentences. Each sentence has a key word. Memorize these words in their proper sequence and you have the outline in hand regardless of whether you have difficulty in expressing each idea in appropriate phrases. Take, for instance, a speech which was delivered against our entrance into the League of Nations when that issue was before the United States Senate. The four main arguments which the speaker used could have been summar- ized in the following sentences, — 1. The League entangles us in foreign affairs, a situation which Washing- ton and all our foremost statesmen warned against. 76 Hints for the Political Speaker 2. The League does not give America suflScient representation in its coun- cils. 8, The League makes us responsible for peoples in whom we have little interest and over whom we would not care to exercise control. 4. In order to carry out our obligations as a member of the League, we would be compelled to maintain a large standing army. Now the first sentence may be reduced to the word "Washington". His name in connection with the subject arouses our recollection of his warning against foreign alliances. The second sentence can be summarized in the word "votes". The Fiume incident suggests the thought of the third sentence, so we take the word "Fi- ume". "Army" is sufficient for the fourth. Putting the four words together we have "Washington votes Fimne army". It 77 Hints for the Political Speaker does not make much sense — ^it need not. But it is easily remembered, and remem- bered, it links the whole speech together so that the speaker can go from one part to another without fear of losing the se- quence. This is but one of many methods of holding the outline of a speech in mind. Mark Twain, who found public speaking very difficult until he solved the problem of speaking without notes, used to asso- ciate each subdivision of his lecture with some object in the room. Your imagina- tion will suggest many other methods. Any scheme which works is good, but above aU, do not carry notes. 78 THE HECKLER The late Inez MilhoUand Boissevain was once interrupted by a man with this ques- tion, "Mrs. Boissevain, don't you wish you were a man?" "I do", she replied, "and don't you wish you were?" The retort was not very kind, but that greatest of nuisances, the heckler, deserves anything, verbal or physical, which his con- duct provokes. He is usually of a low type of mentaUty. actuated by destructive motives and encouraged by only the basest elements in our political parties. The speaker who answers a heckler usually does so for one of two reasons. First, he feels that his position as a cham- pion of a party or candidate demands that he answer all questions. Second, he hopes to add to his prestige by outwitting an opponent. As to the first, he is clearly wrong. The majority of the audience is more than friendly to the speaker. It has 79 Hints for the Political Speaker assembled to hear him speak and not de* bate with any self-appointed opponent. Moreover, it has no interest in the heckler. Its regard for him is usually one of eon- tempt and impatience, "How much are you getting for this speech?" asked a man of W. Bourke Cockran, and the latter snapped back, "How much are you getting to interrupt me?" That retort might well have been uttered by a member of the audience. The second reason for recognizing a heckler, the desire to gain by the exchange of wit, is too dangerous. Unless you are a master of repartee, the chances are that you will not so completely squelch your man as to gain by it. Once engaged, you must continue the give-and-take or you will appear defeated. And even with an even break, you lose — both in personal prestige and by the digression from your speech. ^ ^ ''^^ The better rule is to ignore all hecklers. 80 Hints for the Political Speaker \ If he persists in his questioning, the au- dience will dispose of him by physical force if necessary. Then you havie lost nothing. If, later in your speech, you can think of a retort which fits into the trend of your argument, put it in and direct it to the heckler. You have then accomphshed your purpose, with dignity and without encouraging further interruption. If, however, the question is such that you can make a point by a quick reply, do not pass up the opportunity. Fre- quently a hostile audience or one which is only half friendly may be won over by a clever retort such as Roscoe Conkling made in a speech in Utica, New York, during the days when slavery was a burn- ing issue. "Mr. Conkling", piped a shrill voice from the gallery, "do you believe that a white man should marry a colored woman?" "Will the man who asked that question 81 Hints for the Political Speaker please rise and repeat it?" answered Conk- ling, There was nothing to do but com- ply with the request. After a second's visual appraisal, the speaker smilingly replied, "My little man, if the woman hasn't any objection, I haven't." 82 SPEAKING OUTDOORS Speaking in the open is both disagree- able and difficult, but it offers one of the best opportunities to the campaigner to attain the prime aim — ^the conversion of votes. It is difficult and disagreeable be- cause of the counter attractions, the noise, the fact that the audience is always chang- ing, the prevalence of hecklers and the strain on the voice. But you meet there all types of political thii^kers and many of them would never hear^your arguments were you to confine your Activities to halls and auditoriums. You must accept the coilriter attractions and the noise as you tolerate the petty an- noyances of daily existence. You can minimize the turn-over of your audience by observing those virtues of gpeaking that hold the attention. Tell many stories, but no long ones. Make each argument brief and right to the point. Never xelax into 88 Hints for the Political Speaker a digression. Speak in Imiguage so simple that the smallest child in the street can miderstand you. Begin on neutral ground and maintain an attitude of fairness to- ward your opponents. Here you must adopt different tactics in dealing with the heckler. He probably represents a larger portion of the audience than the man who interrupts your speech indoors. If you ctn squelch him by a quick retort, do so. If you cannot, treat him courteously. An attitude of fairness toward him mighc strengthen an otherwise weak position. You are not there, how- ever, to hold a joint debate with every comer. Never Answer more than one ques- tion asked by any one man or from any one part of tte audience. As soon as you have replied to one interruption, turn to another sector of the audience. The latter practice tends to decrease interruptions and to prevent $ny one portion of the audience from moiK)polizing your attention to the 84 Hints for the Political Speaker exclusion and dissatisfaction of the other. Nothing will break up an outdoor audience more quickly than a situation which con- fines the attention of the speaker to one smaU portion of it. If you are beset with too many interruptions, say that you would like to answer all questions as they arise, but that in fairness to those who want to hear you, it is requested that they with- hold their questions until you have com- pleted your speech, when you will be glad to meet them all. This strikes the average citizen as a fair proposition. It usually solves the problem. And if it does not silence the hecklers, it is more than likely that the audience will. When you have finished your speech, you will find few to question you. And if there are any, you can meet them aside and discuss the question man to man, while your succes- sor takes the stump. When speaking in a neighborhood where heckling is com- mon, many speakers scatter their co- 85 Hints for the Political Speaker workers through the audience for the pur- pose of engaging the heckler as soon as he speaks. The strain on the voice in outdoor speaking is very well known by those who have attempted it. It is due, not as commonly supposed to the night air, but to the necessity of making yourself heard above the noise and without the aid of the acoustic properties of a hall or auditor- ium ; and also to the lack of knowledge as to whether you are using your voice in a proper manner. With walls to throw back the sound, it is easy to detect the unnatural tones which injure the muscles of the throat. Outside, you must rely on the opinion of those who hear you. Station a friend at the outskirts of the circle. Let him signal you as to the carrying power of your voice and as to whether, in his opinion, you are using unnatural tones. It is the only method of conserving your voice. 86 -% ^ .* A MAKING YOUR CANDIDATE POPULAR c<- 'I have no politics, I vote for the best man," is a common utterance among voters. It represents a large part of our political thinking. Many veterans of the political game assert that if the issues in any cam- paign could be wholly divorced from the personalities who champion them, the nvmi- ber of votes cast would be very small. When we consider how few men and wom- en take the trouble to vote on proposed amendments to our state constitutions, there seems to be little to say against the theory that the electorate is much more interested in the officials it chooses than the policies for which they stand. Many political speakers engage in a campaign merely to aid the cause of some local candidate for an administrative or judicial office in which policies play no part. For such a campaigner, the problem 87 Hints for the Political Speaker of how to make his candidate the most popular man in the field is the important task. The extensive use of such simple posters as "Vote for Smith for Governor", "Keep Judge Williams on the Bench", "Elect Wirth Alderman", proves the value of keeping a candidate's name before the pub- lic. Grcneral praise of a man and his abil- ities from the stmnp does the same thing. But the electorate hears and sees so much of that, is flooded by so much literature and advertising, that it demands some- thing more from the poHtical speaker. Give them an intimate knowledge of the candidate, show them a "close-up" of the human man. One simple story of the' man's life which brings out the character- istics which the public desires in a public official will accomplish more than hours of flowery eulogy. In the campaign of 1920, hardly a day passed in which the dailies did not print on 88 Hints for the Political Speaker the front sheet, some anecdote in the life of Senator Harding and Governor Cox. The cold, calculating voter may not be interested in whether Senator Harding was born in a log cabin or whether Gover- nor Cox began life as a printer. But the public generally enjoys reading these \human-interest" stories about their next President, and that is why the publication of these news items was encouraged by the supporters of the two candidates. They serve to bring home to the American voters the human sides of their candidates. By reading these little stories, the public becomes acquainted with the men apart from their politics; and long before elec- tion has come, they will speak of them with an intimacy that would indicate a life-long friendship. Many men and women who never saw Theodore Roosevelt speak of him and his career as they would of a member of their family. Nothing he did escaped the press, 89 Hints for the Political Speaker and each fresh incident in his strenuous life gave him a larger place in the hearts of his countrymen. Every candidate is human; each has some feature of character or ability which, made known, wiU win him greater con- sideration in the minds of the voters. If you would make your candidate popular, study his life, his character and his accom- plishments, and present the facts on the stump with all the color and details that truth and the occasion permit. 90 KEEPING ABREAST OF THE BATTLE LINES The lines of a political fight, like those of a battle, are subject to constant change. The issues remain the same, unless the candidates add new ones, but the points of contact are constantly shifting from one phase of an issue to another. The political speaker should keep abreast of the lines, so that he can direct his efforts where they are most needed and meet the demands of the independent voter that follows the campaign day to day. Something more than daily reading of the newspapers is necessary. The press, or that small part of it which does not print its feelings rather than the facts, tries to hold up the mirror to the real situation. But it frequently misinterprets the thoughts of the electorate. Two other checks should be added to newspaper reading. First, keep in touch 91 Hints for the Political Speaker with the local palitical organization in charge of speakers. It can give you the latest news from headquarters; it has means of advising you on all new methods of attack and defense. Second, attend meetings held by the opposition. Unless you know the arguments and tactics of your opponents, how are you going to make the most effective appeal to the man who does? 92 KEEPING FIT Daily campaigning means an intense strain on your mental and physical powers — strong men have been known to crack under it. In order to make a strong fight and to maintain its vigor up to the close of the campaign, you must conserve what energy you can and keep in the best phys- ical condition. The mental strain, particularly to the candidate, is not easily relieved. The man running for ofiice makes the fight of his hfe, throwing aside every other in- terest for the time. This concentration of all one's mental energies can be carried too far. When the mind is engaged on one subject day in and day out to the exclusion of all others, the brain is likely to become "jumpy" and the judgment warped. It was this very thing that brought about the downfall of Senator La FoUette's candidacy for the presidency in 98 Hints for the Political Speaker 1912. One bitter attack on the press, made in a condition of nen'-ous exhaustion, scat- tered a following that had been gathered in months of campaigning. Roosevelt was accustomed to carrying a small library on his speaking tours. Parts of each day were given to the study of subjects far from the field of politics. Such a practice is almost as beneficial to the mind as sleep. While engaged in matters outside the cam- paign, the mental muscles used in speak- ing and political thinking have an oppor- tunity to repair themselves ; then when we return to the all important subject, we can attack it with renewed vigor. Above all, do not take your political problems to bed with you. Thinking in bed means worry and worry destroys everything it touches. The state of your physical condition is usually reflected by the quality of your thinking. An alert, combative mind is rarely found in a sickly body. If you 94 Hints for the Political Speaker would keep your mind fit, you must main- tain a high standard of health. You have probably learned as much about your body and how to keep it fit as any physician. It is well, nevertheless, to call attention to a few points regarding health. The stomach, of course, should receive the first consideration. Only foods easily digested should be eaten and eaten slowly. Refrain from intense application immediately after a meal. Smoking be- fore eating tends to excite the nerves and to impair appetite and digestion. Exces- sive smoking is very harmful to the throat and voice. Keep the bowels open. If you feel nervAus or too energetic on retiring, take a hot bath and drink a glass of warm milk. A sleepless night in bed is as bad as working all night. Some men are blessed with strong voices which can not only carry to all parts of a huge auditorium but also stand continued use without any noticeable tiring. But 95 Hints for the Political Speaker with the average speaker preserving the voice is always a problem. The trouble lies not so much with any inherent weak- ness in the vocal organs as with their im- proper use. If the speaker would fill his lungs from the bottom up, as a bottle is filled, instead of throwing the air into the apex of the lungs — if he allowed the throat and jaw to relax and made the tongue form the sounds — ^if he threw the voice against the upper front teeth and thereby made use of the nasal cavity as a sounding board instead of forcing the sound with the muscles of the throat, he would never be troubled with loss of voice, even if he spoke eight hours a day. But unless you have already learned the proper use of the voice, you are going to be too busy to learn the art from the bottom up for this campaign. The thing that interests you now is how, assuming that you use your voice incorrectly, you can make it last throughout the campaign. 96 Hints for the Political Speaker Much can be done by preventing slight colds. When you rise in the morning, exercise the muscles of your neck for two or three minutes. Roll it around, bend it in every possible direction — ^it won't break. After your bath, dash cold water on your neck and chest. This daily habit win harden the muscles of your throat to the point where it will stand the most in- clement weather; it has cured many cases of chronic sore throat. You hare seen many advertisements set- ting forth the wonderful powers of cer- tain lozenges and throat sprays. Many of them are accompanied by the pictures and testimonials of opera singers and ac- tors. If half of them are true, it is a wonder how many of our stage celebrities find time to do anything but try cures and write testimonials. The late Dr. H. Hol- brook Curtis, throat specialist, was con- sulted by nearly all the concert singers in New York as well as by prominent speak- 97 Hints for the Political Speaker ers and among them Roosevelt. He usual- ly prescribed voice exercises, the most com- mon of which was humming the scale up and down. How many times have we envied the speaker with the rich, resonant voice that seemed to fill the room like a church or-' gan. You can acquire some of that res- onance if you will but make use of the human sounding board, — ^the nasal cavity. That undesirable tone of voice which we call "speaking through the nose" is the result of closing the air passage between the back of the mouth and the nose. When we open up this passage and use the sound- ing board, the effect is similar to that of talking in a rain barrel. A great deal can be accomplished in this direction by keeping open the air pas- sages which connect the mouth, nose and ears* Wax in the ears and dust in the nose and nasal cavity rob the voice of the bell-like ring just as rags in a cornet muf- 98 Hints for the Political Speaker fle its tones. A little salt and water gently- snuffed up in the morning and a weekly application of warm water and soda to the ears will be of great help to the voice. Professor Robert J. Hughes, the voice specialist, prescribes a very simple exer- cise for encouraging the proper use of the voice in speaking. A few seconds given to it two or three times a day, immediately before speaking if possible, will prove its value. Take a deep breath and hum "min- im*' continuously, prolonging the m's and n's. 21754 X 99 THE WORK! OF THE SPEAKERS' BUREAU The effectiveness of a speaking cam- paign in any locality rests to a considerable extent with the committee in charge of the speakers' bureau. Its duties are sim- ilar to those of a sales manager, but rare- ly does a political committee in this activity attain the standard of efficiency maintained by even a semi-successful business enter- prise. As conducted, . most speakers' bur- eaus are merely clearing houses for appli- cants. Some conductors of political gatherings seem to work on the theory of managers of vaudeville houses, — ^the more speakers the merrier I One good speaker with a well prepared speech is infinitely more ef- fective than a dozen who merely say "I'm glad to be here" and then run to the next meeting. Of course, one of the main pur- poses of a political gathering is to enable 101 Hints for the PoUtical Speaker the electorate to see and hear the candi- dates. But if the evening can be so ar- ranged that those who merely appear as exhibits will speak first so as to allow the real campaigner to have the floor long enough to make a real speech, the results would be far greater. More attention should be paid to the development of new speakers. Every district club has half a dozen men who have the makings of effective campaigners. If the county conmiittee would co-operate Mdth all the local organizations in encour- aging young men to train for the stump, there would never be a dearth of speakers. Every county or assembly district should maintain a school for ambitious political workers. It takes courage to make the first poh'tical speech and many men of promising capabilities are prevented from developing into useful workers because of the failure to provide a training camp where they can find themselves and attain 102 Hints for the Political Speaker that degree of self-confidence without which they hesitate to take the first step. One night a week for a period of four months will accomplish much toward giv- ing poise and necessary polish. That there is no more fascinating activity than the study of public speaking is evidenced by the popularity of the Y. M. C. A. Course in "Public Speaking", even among those who have no intention of using the art on a platform. The dearth of speakers in a campaign frequently results in sending out untried and unknown volunteers to address noon- day gatherings of men and women in sec- tions of the community where the most en- lightened portions of the electorate are found. Such a practice is most dangerous ; one crank, charged with only prejudices and fallacies, can turn more votes from his cause than a host of experienced workers can convert to it. 108 Hints for the Political Speaker Arranging the program for any given meeting should receive the highest con- sideration, not only in the selection of the speakers but in the variety and assignment of subjects. How many audiences are wearied by a succession of speakers repeat- ing the same arguments on liie same issues. The most encouraging argument for the future of political speaking in the United States is the business-like attitude with which our newly-enfranchised women undertake their work in a campaign. Whether because of inherent thoroughness or because of the consciousness that to them political speaking is a new art which must be learned from the bottom up, many organizations of women have gone about the task of equipping their members for the platform in a very scientific fashion. They have formed schools for the training of speakers ; they invite experienced cam- paigners to address them on points of ap- 104 Hints for the Political Speaker peal and their cross exaimna.tion of a vet- eran convinces him of the intensity of their ambition and determination to make their speaking fruitftd. 105 • QUESTIONNAIRE This questionnaire is not designed as a guide in building a speech, but merely as a series of checks on the speech as prepared. Subject. 1. Just what do you aim to accomplish by this speech? Can you sununarize your purpose in one compact sen- tence? 2. Are you trying to cover too much ground? Can you make your point in the allotted time? 8. Are you sure that you are within the issues of the. campaign? If not, are you justified in digressing from them? 4. Is your subject of vital interest to the audience you will address? If not, can you make them interested in it? 107 Hints for the Political Speaker 6. Are you thoroughly famdliar with every angle of your subject? Are you prepared to discuss any phase of it with any opponent? Material. 1. Are you using real facts and argu- ments? Are you relying too much on your feelings? 2. Are you going to use figures or stat- istics? If so, can you present them in graphic and interesting fashion? 8. WiU any of your material antagonize any portion of your audience? 4. Are you going to tell any stories or anecdotes? If so, are they in point? Will they serve your purpose? 5. Can you strengthen any argument by quoting a well known man? 6. If you are going to mention a candi- date by name, are you prepared to 108 Hints for the Political Speaker give the audience an insight into his human side? How much do you know about him? 7. Is your material of especial interest to \he locality in which you will speak? How much local color have you put into it? How much do you know about the community? 8, Is your material selected merely to draw applause from your adher- ents? Will it give the wavering and mdependent voter something to think about? Will it give the audience "something to take home?" 9. Can you make use of repetition and suggestion? 10. How much do you know about the people you will address? Will your arguments be clear to everyone? Are they as simple as you can make them? 109 Hints for the Political Speaker » 11, Have you tested the effectiveness oi your arguments in conversation? 12. Are your arguments in keeping with the latest turn of the campaign? Construction. 1. How are you going to begin? Will your opening gain attention? Will you begin on neutral ground so as to avoid the possibility of antagon- izing anyone? Have you prepared several openings so as to be ready for any situation which might con- front you when you rise to speak? 2. Can you outline your entire speech? Does the sequence of your ideas strike you as logical and effective? 8, Is your speech constructed so as to drive home the central idea? Are you sure that it is not too heavy? Can you not lighten it in spots by humor or anecdote? 110 Hints for the Political Speaker 4. Are you prepared to close on a mo- ment's notice? Have you prepared an ending that will leave a single, strong impression? Delivery. V ) !• Have you memorized the speech or merely the outline? 2. Are you physically fit for the oc- casion? What are you doing to pre- serve your voice? 8. Will you take the floor with con- fidence and courage? Are you ready to give the best that is in you? \ f 111 I* Vs ( iyj4 > »■■' 5;. •. • ,,^• V •1;- «', . ■ t '. .11