Elements of Political Communication: General guidelines – Importance
President John F. Kennedy's speech at Rice Stadium in Houston, Texas was an appeal to Americans to support the space race and an effort to emphasize his support for the space program, which is based in Houston.
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Stress the importance of your topic. Apply the issue broadly to reach as much of the audience as possible, but understand that simply stating "this is important" is not enough. Convince readers and listeners of the importance of your subject by putting the issue in their "back yard", especially when referring to local issues. Apply the issue on a personal level to the reader, not the writer. Exaggeration (though not to the extreme) may help your case. For partisan issues in which a consensus or compromise may be necessary, indirectly approach the topic to appeal to those who might typically be on the other side of the issue.
- A: Men and women on a city council must be pragmatic facilitators who must base their decisions on needs like water treatment centers, not misapplied ideological preferences.
- B: Men and women on a city council are very important, and they must base their decisions on things that will affect us directly.
- C: Men and women on a city council tell you where you will live, how you will live, and why you will live.
- D: Men and women on a city council do lots of things, some of which may affect you.
- A: Our leader plans to disrupt the flow of aid to other countries, and this is horrible!
- B: Our leader plans to rip apart the fabric of the international society we have tried so hard to sustain.
- C: Our leader plans to reduce food aid by 35 percent, which will negatively affect the people who so badly need help across the world.
- D: Our leader plans to dismantle our food aid programs for other countries, and I worry that the negative publicity from this act will only invigorate the groups that want to harm us.