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Why the marketing gerund is so effective

Action words give ad slogans an electric jolt of energy

Performer on stage in theater

Fluency and eloquence delight your audience

Don’t burden your listeners with overweight sentences

A stirring reminder of shared values

Cameron’s praise for the monarch was like a business encomium

How not to deal with a PR crisis

Panama Papers law firm makes three mistakes

Opposites attract in building an argument

Antithesis seduces with the simplicity of alternatives

Speaking delivers clarity of thought

Celebrating unexpected voices who challenge rhetorical greats

Concise tips from top speechwriters

Keep it brief, keep it real, keep it upbeat

How Hillary Clinton crafted a kind of victory out of defeat

After losing New Hampshire primary, she had to rally campaigners

Google, tax and a million-billion puzzle

Human beings are notoriously bad at making sense of big numbers

Haley: solid speech but leaden manner

State of the Union reply grabbed audience in spite of faults

Tips on timing PR releases

‘Kairos’ and the knack of using the calendar to communicate

Santa Claus reveals mastery of CIA skills

Well-known Christmas song is a study in the rhetoric of threat

An air of reason helped Benn’s speech

Shadow foreign secretary’s oration was not what some claimed

Churchillian flourishes for speakers

Rhetorical devices with fancy names can work in everyday settings

How to flirt with the florid

Less is not always more when making speeches abroad — but avoid parodying your audience

How restaurant menus project confidence

New book on appeal to the gut shows the importance of word choice

Hamlet, Danger Mouse and free speech

Listing qualities has a striking effect

Deft pathos of Viola Davis’s Emmy speech

Acceptance address was a masterclass in delivery

The Queen and the power of silence

Saying nothing can amplify power, flatter and retain deniability

Patek Philippe’s ‘Old Switcheroo’ tactic

The craft behind the watchmaker’s slogan — and how to copy it