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LANGUAGE AND STYLE

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“Choose your words carefully.”

Marvin was eager to present his speech about a law-enforcement intervention program called Operation Ceasefire to his classmates.1 He explained that the program—led by police, clergy, teachers, neighbors, and community leaders—promotes outreach and prevention with repeat offenders in a community. In discussing the program, Marvin used technical terms such as “reentry felons” (former felons who are paroled and return from prison to their communities) and “recidivism” (a relapse into committing crimes again). He also used police slang, such as “deal with perps” and “guys on the job.” At one point, he contrasted Operation Ceasefire with how police traditionally handle “certain neighborhoods” and provide “protection” from violent crime. When Marvin sat down after concluding his speech, he felt confident that he had conveyed his credibility and met his objective—informing the audience about his topic.

Marvin’s classmates, however, had mixed reactions to his talk. Many found him credible because of his wide vocabulary of police slang and legal jargon, but others found his language impenetrable. Several audience members resented his use of phrases such as “guys on the job” for “police officers.” Some listeners felt that the phrase “certain neighborhoods” was a veiled reference to socioeconomics, and others felt that it suggested racial profiling and reminded them that some police officers were too quick to use violence against African American males—perhaps because of racial profiling. Audience members also reacted differently to the word “protection,” with some reminded of police officers’ heroic efforts and sacrifices, and others thinking of their use of excessive force and corruption.

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Clearly, Marvin failed to convey his message to many in his audience— in large part because of his word choice. Word choice, or diction, requires you to consider your audience, the occasion, and the nature of your message when choosing language for a speech. If Marvin had used the same language when talking to an audience of police officers, he might well have had more success, but his classmates consisted of diverse students who interpreted his words in their own ways and who had their own perspectives on law enforcement. Marvin failed because he didn’t adapt his word choice to his listeners’ expectations. When giving speeches, word choice can matter far more than you originally might think.

Similarly, word choice factored heavily in Martin Luther King Jr.’s “I Have a Dream” speech, which we discuss in Chapter 2. When King presented this address on August 28, 1963, at the March on Washington, he didn’t give it an official title. Only later did people start calling it the “I Have a Dream” speech. Why has this phrase endured in people’s memories? It was an exceptionally powerful expression that encapsulated King’s vision of a time and place that would be free from prejudice and discrimination. Nearly fifty years after his death, people still experience profound emotions when they recall this expression. If King had calmly used the words “I hope” instead of “I have a dream,” he would have had much less effect on his listeners.

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An average speech may contain hundreds or even thousands of words, and every one of them matters. Selected carefully, your words can help you connect with your audience and get your message across clearly. Used thoughtlessly, they may confuse, offend, bore, or annoy your listeners, preventing them from absorbing your message. In this chapter, we examine the importance of choosing the right words for your speeches and the differences between oral and written language. Then we explain how to use language to present your message clearly, express your ideas effectively, and demonstrate respect for your audience.