President Ronald Reagan wasn't the smoothest speaker. He used a lot of verbal pauses. He said "um" all the time.
So why was he considered one of the best communicators to hold the Oval Office? Because he talked about specific people. He told a story.
You never noticed the verbal pauses and "um's" because you were too busy listening to that story.
Most speakers will focus on reciting facts and figures, and they'll sprinkle in the occasional metaphor. They'll talk about principles and values like equality and opportunity.
Reagan proved the power of speaking more concretely. Instead of talking about value of enterprise and hard work, he'd tell the story of a small business owner.
In perhaps his most famous speech, he didn't hint at the possibilities of freedom and democracy. He challenged the leader of the Soviet Union to do something specific. Something concrete.
These are the words he used on June 12, 1987 from the Brandenburg Gate in Berlin:
"We welcome change and openness; for we believe that freedom and security go together, that the advance of human liberty can only strengthen the cause of world peace. There is one sign the Soviets can make that would be unmistakable, that would advance dramatically the cause of freedom and peace. General Secretary Gorbachev, if you seek peace, if you seek prosperity for the Soviet Union and eastern Europe, if you seek liberalization, come here to this gate. Mr. Gorbachev, open this gate. Mr. Gorbachev, tear down this wall!"
Video of the key section of Reagan's speech in Berlin
Notice that the quote everyone remembers comes at the very end of this passage.
He doesn't bury it in the middle of the text. He builds up to it. He brings those six specific words out at the end, after he's patiently set the stage for them to show up and reverberate around the world.
It's no surprise that Reagan is also known one-liners like this. His speeches were built around them, and his training as an actor taught him that six great words were worth far, far more than 6,000 mediocre ones.
Anyone can learn from Reagan's example.
What's the one thing you want reporters to quote? Circle that in your text. Build up to it. Don't rush through those words -- pause before you say it and pause after you say it. Let it sink in, and give reporters time to write it down.