Be inspirational - make people feel better after they listen to you
"These visitors to that city on the Potomac do not come as white or black, red or yellow; they are not Jews or Christians; conservatives or liberals; or Democrats or Republicans. They are Americans awed by what has gone before, proud of what for them is still… a shining city on a hill."
What is the Soviet Union? "Evil Empire" "Totalitarian"
Identify the greatest threat to the people, and tell them who it is.
"Yes, let us pray for the salvation of all of those who live in that totalitarian darkness—pray they will discover the joy of knowing God. But until they do, let us be aware that while they preach the supremacy of the State, declare its omnipotence over individual man, and predict its eventual domination of all peoples on the earth, they are the focus of evil in the modern world ....to simply call the arms race a giant misunderstanding and thereby remove yourself from the struggle between right and wrong and good and evil."
Know your audiance - how can you relate to them?
Say what the audiance want to hear, not your enemies.
"Tear down this wall!"
Be honest - never lie to your audience.
[In response to Iran-Contra]: "I'm sorry."
Now you too can talk like The Great Communicator!