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Many effective special-occasion speeches appeal to values shared by members of the audience and the speaker. For instance, suppose you’re presenting a plaque to Olivia, a fellow member of PeopleAid, an organization that helps homeless members of your community. The award is for Olivia’s steady dedication to PeopleAid’s mission of helping the homeless; she has recruited an unusual number of volunteers to serve boxed lunches to the homeless at shelters throughout the community and led other valuable projects for the organization. Before handing the plaque to Olivia, you deliver a speech extolling her ability to embody PeopleAid’s values, which include compassion for those in need and a strong work ethic. Your speech about Olivia reaffirms your listeners’ own dedication to these values and inspires them to strive for the same high standards she has set.

Other special-occasion speeches may touch on values such as patriotism, fairness, shared sacrifice, and religious belief. To illustrate, let’s say you’re giving a speech at a ceremony recognizing the first anniversary of the death of Frank, a close friend who lost his life while serving in the U.S. Army in Afghanistan. The ceremony is held at the town hall near where you and Frank grew up. Neighbors and family members have gathered to remember Frank and honor the one-year anniversary of his death. In your speech, you note that “Frank felt the same love for his country that everyone in this room feels. We have all made sacrifices for that love. Frank lost his life, and we lost him all too soon. We will never forget our lost friend, brother, son, and neighbor.” Through these words, you tap into the patriotism in your listeners’ hearts and their sense of shared sacrifice—reminding them that you are all connected in a close community.