Ghosts in the Statehouse: a Study of the Speechwriting Operations of Ghostwriters in Florida's State Capitol

DOCUMENT RESUME

ED 079 775 CS 500 339

AUTHOR Starr, Douglas Perret TITLE Ghosts in the Statehouse: A Study of the Speechwriting Operations of Ghostwriters in Florida's State Capitol. PUB DATE Aug 70 NOTE 139p.; M.A. Thesis, Florida State University

EDRS PRICE MF-$0.65 HC-$6.58 DESCRIPTORS Attitudes; Authors; *Communication (Thought Transfer); *Persuasive Discourse; *Politics; Public Speaking; *Speeches; State Officials IDENTIFIERS Florida; *Ghostwriting

ABSTRACT Interviews were conducted with each of the pine speech ghostwriters for Florida's seven statewide elected officials (including the governor) to determine the writer's methods of operation, his background and the extent of his preparation for the position. All of the ghostwriters defended their job as ethical, with the justification that ghostwriting is a necessary, mechanical function of modern government.. The results of this study indicate that universities should establish courses in the principles and practices of ghostwriting, designed to attract the prospective ghostwriter._ Such an addition to the present speech curriculum could provide a new route into the profession of ghostwriting, by-passing the present "average's route through the profession of journalism. (EE) FILMED FROM BEST AVAILABLE COPY

US DEPARTMENT OF H ALTH EDUCATION & WELFARE NATIONAL INSTITUTE OF EDUCATION THIS DOCUMENT HAS BEEN REPRO DUCED EXACTLY AS RECEIVED FROM THE PERSON OR ORGANIZATION ORIGIN ATING IT POINTS OF \HEN, OR OPINIONS STATED DO NOT NECESSARILY RFPRE SENT OFF NA -ZONAL INST.TuTE OF EDUCATION POSITION OR POLICY

THE FLORIDA STATE UNIVERSITY

COLLEGE OF ARTS AND SCIENCES

GHOSTS IN THE STATEHOUSE:

A STUDY OF THE SPEECHWRITING OPERATIONS

OF GHOSTWRITERS IN FLORIDA'S STATE CAPITOL

'PERMISSION TO REPRODUCE THIS COPY. RIGHTED MATERIAL HAS BEEN GRANTED BY Douglas Perret Starr By DOUGLAS PERRET STARR TO ERIC AND ORGANIZATIONS OPERATING LENDER AGREEMENTS WITH THE NATIONAL IN- STITUTEOFEDUCATION FURTHER REPRO. DUCTIONOUTSIDETHE ERICSYSTEMRE- QUIRES PERMISSION OF THE COPYRIGHT OWNER A Thesis submitted to the Department of Speech in partial fulfillment of requirements for the degree of Master of Arts

Approved:

Professor Directing Thesis

August, 1970

I am sincerely grateful for the help and guidance provided by Dr. Gregg Phifer, my major professor, in the preparation of this thesis. Others on my committee who offered welcome sugges,:ions and valuable criticism were

Dr. Wayne C. Minnick, Dr. Theodore Clevenger, Jr., and

Dr. Thomas R. King.

But most of all, I thank my wife, Miss Millie, not only for her splendid typing and cheerful attitude, but also for her understanding and encouragement, without which none of this would have been possible.

ii TABLE OF CONTENTS

Page

ACKNOWLEDGMENTS ii

LIST OF TABLES vi

Chapter

I. INTRODUCTION 1

Review of Previous Literature Governmental Ghostwriting Need for the Present Study Description of the Florida Cabinet Statement of Purpose Methodology

II. OFFICE OF THE GOVERNOR 16

Stratton's Background Speechwriting Duties and Procedures Job Satisfaction Summary Justification by Cabinet Officer

III. OFFICE OF THE SECRETARY OF STATE 26

McNeely's Background Speechwriting Duties and Procedures Job Satisfaction Summary Justification by Cabinet Officer

IV. OFFICE OF THE ATTORNEY GENERAL 37

Eirls' and Knight's Background Speechwriting Duties and Procedures Job Satisfaction Summary Justification by Cabinet Officer

iii Page

V. OFFICE OF THE COMPTROLLER 48

Bradford's and Allen's Background) ! Speechwriting Duties and Procedure: i Job Satisfaction Summary Justification by Cabinet Member

VI. OFFICE OF THE TREASURER 59

Mrs. Carr's Background Speechwriting Duties and Procedures Job Satisfaction Summary Justification by Cabinet Member

68 VII. OFFICE OF THE COMMISSIONER OF EDUCATION. .

Erxleben's Background Speechwriting Duties and Procedures Job Satisfaction Summary Justification by Cabinet Member

VIII. OFFICE OF THE COMMISSIONER OF AGRICULTURE. 77

Hayes' Background Speechwriting Duties and Procedures Job Satisfaction Summary Justification by Cabinet Member

IX. SUMMARY AND CONCLUSIONS 84

Conclusions

X. EPILOGUE 98

Appendix

P. QUESTIONNAIRE 109

B. INTERVIEW QUESTIONS 112

C. ENGAGEMENT ACCEPTANCE AND ARRANGEMENTS CHECK LIST 116 119 D. SPEECH PROGRESS REPORT

iv Page

120 E. MEMO ; 122 i- F. SPEECH BACKGROUNDINFORMATION r OFFICE (UNTITLED) 125 G. FACT SHEET, TREASURER'S 117 BIBLIOGRAPHY 132 VITA

v LIST OF TABLES

Table Page 94 1. Ghostwriters' Demographic Background 95 2. Ghostwriters' Speechwriting Procedures 96 3. Ghostwriters' Influence

4. Ghostwriters' Undergraduate Areasof Study and Their Recommendations forAcademic Assistance and Courses Offered toGhostwriters and Prospec- 97 tive Ghostwriters

vi CHAPTER I

INTRODUCTION

Ghostwriting, or logography, thebusiness of writing speec 3 for another, hasits roots deep in

antiquity, dating back as far asfifth century B.C.

1 Greece. In those days, citizensappearing before the law-courts were required to pleadtheir own cases; but

they were not always able to preparetheir own speeches.

Thus, the situation created aneed for speechwriters,and

the business of ghostwriting wasborn.

Even though needed andlucrative, the business

of logography in classicalGreece was not entirely a

happy one. Academicians of the day would notadmit the

logographer to their ranks,holding that ghostwriters

were more interestedin personal triumph thanin the 2 triumph of truth and justice. Isocrates (436-333 B.C.), oneof the Canon of

Ten Orators, made a goodliving as a logographerearly

1George Kennedy, The Art of Persuasion in Greece (Princeton, N. J.: Princeton University Press,1963), pp. 128-129.

2Ibid.,p. 177. 2 famous as a teacher in his career. Later, having become In one and writer-orator,he denounced theprofession.3 the Sophists," of his most famousspeech essays, "Against

Isocrates attacked theghostwriter as eitherstupid, not because he made extravagantpromises that he could all the fulfill, or unscrupulous,because he neglected

good things in the lawsuits and picked outthe most 4 discredited of terms. Denunciation of ghostwriting as aprofession has Nichols, filtered down through the ages. 'sr. Marie Hochmuth Illinois, wrote in professor of speech atthe University of "can hardly find a 1963 that the studentof public address She redeeming feature in thematter of ghostwriting."5 the reasoned that norhetorical critic could assess

character or style of aspeaker, or evaluatehis language 6 habits, when the speech wasprepared by another.

Review of PreviousLiterature writing for Despite its antiquity,the business of Remarkably little another has been studiedonly sparsely. and can be foundin the speechjournals on ghostwriting,

3Ibid., p. 145. 4lsocrates, trans. by George Norlin,II (New York: G. P. Putnam's Sons,1929), pp. 169, 175. 5Marie Hochmuth Nichols, Rhetoricand Criticism University Press, 1963), (Baton Rouge: Louisiana State pp. 47-48. 6Ibid., p. 45. 3 most of what is found restricts itself generally to lamenting the existence of the ghost because of the difficulties he causes rhetorical critics.

In 1965, Dr. Dwight L. Freshley, associateprofessor of speech at the University of Georgia, conducted aunique i study. He sought to describe the speech writersof governors of the United States in termsof age, sex, educational level, length of acquaintance with the governor,

academic major and minor, academic courses ofvalue, professional background, methods of speech writing,

criteria for evaluating a speech, and factorsinfluencing

their present theory of speech-making. After receiving

forty-two replies from thirty-nine states, hesummarized

that the "average" 1964 governor'sghostwriter was a

35-year-old male who was or was not a native ofthe state

in which he worked, but had lived there twenty-seven years,

and knew the governor four years. He had a college degree

in journalism, English, or government, andbelieved that

English courses were of the greatest value tohim in

speech writing. He received two to six weeks' notice on a

speech which he wrote, after securingresearch information

on the topic from various sources,and revised it after a

conference with the governor. He believed that content,

language, response, and forceful delivery werethe most

7Dwight L. Freshley, "Gubernatorial Ghost Writers," Southern Speech Journal, XXXI (Winter,1965), pp. 95-105. 4

important ingledients of a trulyeffective speech. "inally,

he believed that listt-ling to orreading speeches was the

most influential factorin his present theoryof speech

writing. Dr. W. Norwood Brigance,former head of the

department of speech at WabashCollege, calledindirectly he wrote for a thorough study ofghostwriting in 1965 when that "little is known ofthe operating practice ofthis

profession, and that little istoo often kept outof

8 print." Dr. Nichols called for asearching study of the

profession when she wrote: Perhaps one good thing mayeventually come. Some alert student of publicaddress will take uponhimself of ghost the responsibility ofdoing a searching study bright writing in America. I hope that may be one 9 spot in what otherwise appearsto be absolutedarkness.

In general, rhetoricalcriticism of ghostwr.ting

has been anything butlaudatory. Ernest R. May, an

historian writing in 1963,called ghostwriting aconspiracy 10 Although he referredspecifically to t against history.

D. 8W. Norwood Brigance,"Ghostwriting Before Franklin Roosevelt and the Radio,"Today's Speech, IV(September, 1956), pp. 10-12. 9Nichols, Rhetoric and Criticism, pp.47-48.

10Ernest R. May, "Ghost Writing and History," The American Scholar, XXII(1952-1953), pp. 459-465. 5 the ghostwriting of books, denunciation of any facet of a profession usually extends to all of that profession.

Harry Gilroy, a staff writer for the New York Times Magazine and a former ghostwriter, implied in 1949 that the business of ghostwriting was so undesirable that the general public ought to eradicate it by rejecting candidates for political 11 office who relied upon ghostwriters. Rcbert Bendiner, a free-lance writer writing in the New York Times Magazine in

1952, quoted United States Supreme Court Justice Robert H.

Jackson as saying that ghostwriting "hasdebased the intellectual currency in circulation and is a type of counterfeiting which invites no defense."12 Dr. Ernest G.

Bormann, professor of speech at the University ofMinnesota, wrote in 1956 that under the ghostwriter thelevel of rhetoric declined and "its function as a fundamental tool for the winnowing of ideas in a democracy islost."13

Dr. Bormann also questioned the ethics ofghostwriting, 14 declaring that "deception is inherent in the practicer"

ilHarry Gilroy, "Survey of the Ghost Writers," New York Times Magazine, March 27, 1949, pp. 20,60, 61, 63.

12Robert Bendiner, "Ghosts Behind the Speechmakers," New York Times Magazine, August 17, 1952, pp.15, 36.

13Ernest G. Bormann, "Ghostwriting and the Rhetori- cal Critic," Quarterly Journal of Speech, XLVI(October, 1960) , pp. 284-288. 14Ernest G. Bormann, "Ethics of Ghostwritten Speeches," Quarterly Journal of Speech, XLVII (October, 1961), pp. 262-267. 6 because the audience is made to believe thatthe speaker is

"more honest, more intelligent, more likeable, and more informed than he reallyis."15 J

Generally, the business of ghostwriting is defended by saying (1) that it has existed for hundreds ofyears,16

(2) that it is necessary because the public official cannot perform the duties of his office if, to meet the many

demands upon him for public speeches, he must, himself,

prepare those speeches,17(3) that it merely provides the 18 public official his own ideas in his own style of speaking,

and (4) that the speaker accepts the responsibility for the 19 ideas expressed in the ghostwritten speech anyway.

Dr. Robert F. Ray, former director of the Institute of

Public Affairs at the State University of Iowa, defended

ghostwriting in 1956 when he asked:

15Ibid.

16W. Norwood Brigance, "Ghostwriting Before Franklin D. Roosevelt and the Radio."

17Claude M. Feuss, "Ghosts in the White House," American Heritage, December, 1958, pp. 45-47, 97-99.

18Carroll C. Arnold, Douglas Ehninger, and John C. Gerber, The Speaker's Resource Book: An Anthology, Handbook and Glossary (Chicago: Scott, Foresman and Co., 1966), p. 20. 19Thomas Benson, "Conversation with a Ghost," Today's Speech, XVI (November, 1968', pp. 71-81. Why should a man bepraised for beingwell- advised -- prepared by a and yet bP censuredif he uses words competent advisor for acampaign speech?20 of the department Dr. Robert T.Oliver, former head University and 1964president of speech atPennsylvania State defended the practice of the SpeechAssociation of America, that his ownexperience as of ghostwritingin 1963, writing "a 'ghost' is of novalue a ghostindicated to him that ability to say whatsoever unless oruntil he attains the he wants to say what his principalwits to say in ways 21 of ghostwriter J.A. Atkins, it." Seneca Johnson, pen name when it concluded in 1939 thatghostwriting is ethical of the misrepresents neither therole nor the function

principal.22 Despite, or maybe becauseof, damning attacks upon in Washington, D. C., the profession,American University ghostwriting in 1952. instituted a college-credit course in discontinued.) (After one year inoperation, the course was Eric Sevareid, Yet, some peopleremained dissatisfied. commentator, had Columbia BroadcastingSystem television described in the NewYork Times a comment,which Bendiner DouglaS] Magazine as an indignantscoff: "Imagine [General

20Robert F. Ray, "Ghostwriting inPresidential (September, 1956), pp.13- Campaigns," Today's Speech, IV Speech Journal, VIII(Fall, 15. (Also: Central States 1956), pp. 8-11.) 21Arnold, Ehninger, and Gerber,Speaker's Resource Book, p. 20. Writing," 22Seneca Johnson,"In Defense of Ghost Harper's Magazine,October, 1939, pp.536-543. 8

MacArthur saying to an aide 'Fix me up aspeech for Congress, something about old soldiers never dying.11,23

And, as if denunciation and apaucity of research were not enough, Walter J.Stelkovis, a graduate studont at Pennsylvania State University, wrotein 1954 that the speech profession, in the main, ignored theexistence of ghostwriting.24

Governmental Ghostwriters Despite being denounced and ignored, theprofession of ghostwriting has become an integral partof government at all levels. Today's elected official, eager to keephis name and programs before thevoting public, accepts invita- tions to deliver far more public speeches thanhe can prepare himself. Thus, once more the situation has created a need forghostwriters; and, once more, enterprising and talented men and women fill that need. The public official

today has a staff of ghostwriters who,although they may

combine their speechwriting activities withother official

duties, manage to supply their principalswith a never-

ending flow of rhetoric designed to presentthe office-

holder and his programs in the best lightand keep him

moving toward his ultimate goal ofre-election.

23Bendiner, New York Times Magazine.

24Walter J. Stelkovis, "Ghostwriting: Ancient and Honorable," Today's Speech, II (January, 1954), pp.17-19. 9

In Florida, governmental ghostwriters arewell educated, have good jobs, draw better-than-averagesalaries, drive good automobiles, wear good clothing,live in comfortable homes, and are on a first-namespeaking basis with the state's business, industrial, and politicalleaders. Their wives are accepted socially, and theirchildren have no more difficulties than do any other children. In general, today's governmental ghostwriter in Florida does nothave the onus 25 of defending his position to hisneighbor.

The ghostwriters selected for thisstudy are the eight men and one woman working for the sevenelected men making up Florida's plural Executive Department,known as the Cabinet. These offices are those of the Governor,the

Secretary of State, the Attorney General,the Comptroller, the Treasurer, the Commissionerof Education, and the

Commissioner of Agriculture. Each has one ghostwriter, except the Attorney General andthe Comptroller who have two each. Although each of the nine ghostwritershas other official duties, his principal job is to preparespeeches.

In their ghostwriting duties,then, these nine do

exert some influence overtheir employers, largely through

the development of ideas andissues and the persuasive

manner in which theseideas and issues are couched for

presentation to the voting public. These nine also serve

25Based upon the author's ownexperience as a Cabinet ghostwriter. 10 as advisors to their principals on howthese ideas and issues will be accepted by the news media.As such, these ghostwriters are an integral part of the thinking and planning processes of their principals, who themselves are

leaders of Florida government. These ghostwriters, then,

are an integral part of the overallpolitical and governmental system of Florida.

Need for the Present Study

In general, the study of rhetoric is the st'idy of

leaders, especially in a democracy where great value Is

placed upon critical thinking by every citizen.

Dr. A. Craig Baird, professor emeritus at theUniversity

of Iowa, wrote in 1956 that speechmakers have been the

voices of history, "the instigators of changing attitudes

and decisions."26 Adolf Hitler, recognizing that speakers

were men who made or changed history, wrotein Mein Kampf

in 1925 that only the spoken word "is in a position to

bring about really greatchanges."27

Wayland Maxfield Parrish wrote in 1954 that the

study of speeches is necessary because speeches notonly

have shaped the course of history, but they have helped

26A. Craig Baird, American Public Addresses(New York: McGraw-Hill Book Co., 1956), p. 1.

27Adolf Hitler, Mein Kampf (New York: Reynal and Hitchcock, 1939), p. 704. 11 define and strengthen a people's idealsand determine its 28 culture.

Who, then, should study these speeches? Dr. Nichols wrote that the study ought to bemade by the rhetorician because the rhetorician "is, in effect, orought to be, a n29 critic of society.

What of the speaker? Should he be studied?

Certainly, wrote Dr. Nichols, "Unlessthe origin of thought is ascribed to its originator, accurateassessment of a speech from a rhetorical point ofview is difficult, to say theleast."3°

Should the speechwriter bestudied? Apparently there is no question about thiseither. Dr. Bormann wrote that the rhetorical critic must have a"thorough understanding of the man who wrote thespeech in order to

criticize the speech" because a speech musth'? viewed as

an interaction ofthe speaker with his environent.31

To which Dr. Nichols added, "Onelearns to understand a

man through hiswriting and speaking, and accurateunder- standing and attribution areimperative and gr. hand inhand."32

28Wayland Maxfield Parrish and MarieHochmuthrNicholsj , eds., American Speeches (New York: Longmans, Green and Co., 1954), p. 2.

29Nichols, Rhetoric and Criticism, p. 16.

30Ibid., p. 43.

31Bormann, "Ghostwriting and the RhetoricalCritic."

32Nichols, Rhetoric and Criticism, p. 41. 12

Dr. Ray wrote that tobe able to judgethe speaker, the those who assist speech critic must "knowthe character of possible, the in speech preparationand, to the extent 33 process." degree of their influencein the speech-preparing A study of ghostwritingcertainly is in order, field have not merely because theleaders of the speech research into the urged it, nor merelybecause sparcity of profession leaves aninexcusable gap, butprimarily because knowledge of those whoassisted any study ofspeeches demands especially of thespeech- in the preparationof the speech, writer. for this Florida's Cabinetghostwriters were chosen concentrated study for several reasons: (1) they were all readily within the state capitalcenter,(2) they were all

available and willing to beinterviewed,(3) the author their ghost- of this study has workedwith most of them in and, most writing activities for aslong as seven years, their principals importantly, (4) the high offices of broad, give the ghostwriterspositions of potentially

indirect influencethroughout the state.

Description of the FloridaCabinet 50 states. Florida's governmentis unique among the make all or Instead of a singleexecutive--the governor--to operations most of the decisionsaffecting the day-to-day

33Ray, "Ghostwriting in PresidentialCampaigns." 13 combined talents of the of government,Florida utilizes the elected officials as governor and thesix other state-wide democratic principle a boardof directors operatingunder the

of majority rule. Tuesdays), The Cabinet meetsweekly (10:00 a.m. on by the taking up matters ofgovernment as presented

directors of each state agencyunder Cabinetjurisdiction. and recommendations, The Cabinet officersstudy the requests decisions, and vote. discuss the issues,arrive at their his Thus, influences theghostwriter may exert upon but principal are notrestricted tovote-getting speeches, operations of Florida indirectly extend tothe day-to-day of the individual government throughthe participation

Ca;inet member.

Statement of Purpose

This thesis has thefollowing purposes: ghostwriters 1. To describedemographically the and to cite the of,the FloridaExecutive Department, believes to be of personal preparationand training each

value in his ownsituation. speechwriting 2. To study anddescribe the

practices of theseghostwriters. criteria by which theghost- 3. To identify the by his employer. writer's product isevaluated by him and what changes, 4. To ask eachghostwriter to specify ghostwrituag process, if any, he wouldrecommend in the 14 whether and how universities (especiallyThe Florida State

University) can or should be of service toghostwriters, and what academic courses, if any, hewould recommend for ghostwriters or prospective ghostwriters.

5. To ask each ghostwriter todefend his profession ethically.

Methodology

1. I developed a questionnaire and aninterview

schedule, basic tools of the descriptivestudy, for use in

this research. The questionnaire (AppendixA) was designed

to elicit facts about eachghostwriter's personal background

from which to draw conclusions abouthis preparation for his

career as a ghostwriter. This questionnaire also enabled

me to draw conclusionsabout theghostwriter's attitude

toward his professior. The interview schedule(Appendix B)

was designed to elicitboth facts and opinions aboutthe ghostwriter's job, his recommendations forchanges and

improvements in the practice ofghostwriting, and his

defense of the ethics of theprofession. pretested on a 2. Both of these instruments were

ghostwriter employed by a state agencyoutside the Cabinet:

Elgin White, 48-year-old chiefof education and information

for the department of natural resources. After White

completed the questionnaire andsubmitted to the intevdew,

I studied his responsesfor information leading to con-

clusions about the two instruments andrecommendations for 15 found to beserviceable improvement. Both instruments were and easilyunderstandable. instruments, Ivisited each of 3. Using these two iii his ownoffice and secured the nineCabinet ghostwriters 5nterviewed him. his completedquestionnaire and 4 each of the sevenCabinet t 4. Finally, I interviewed [ "Why do you need a officers, askingthe singlequestion:

speechwriter?"

. CHAPTER II

OFFICE OF THE GOVERNOR

In addition to hisduties as chairman of the

Cabinet, the governor ofFlorida has specificconstitutional approve or disapprove duties to: enforce the laws of Florida, legislative acts, report to thelegislature on the condition as commander- of the government,recommend legislation, serve disapprove in-chief of the FloridaNational Guard, approve or requests for extradition,proclaim holidays,countersign all state warrants, and serve asofficial representative of 34 the state.

The governor (1967-1971)is Claude R. Kirk, Jr., the only Republican onthe Cabinet and thethirty-sixth governor in Floridahistory. His ghostwriter is Russell Stratton, a 34-year-oldnative of St. Petersburgwhom he father has known for four years. Stratton, married and the

of two sons aged fiveand three years, has theofficial

title of press secretary, ajob he has held slightly more assistant and five than eighteen months. He supervises one

secretaries and clerk-typists.

34Allen Morris, The Florida Handbook1969-1970 1969), pp. 26-27. (Tallahassee: Peninsular Publishing Co.,

16 17

Stratton's Background

Stratton's military serviceconsists of six years which he in the United States MarineCorps Reserve, in He had advanced to the noncommissionedrank of sergeant. no combat or overseasservice.

He received his bachelorof science degreein

business administration in1959 from the UnivPrsityof

Florida where he majored inreal estate andinsurance, and

minored in literature. Of all the Cabinetghostwriters,

Stratton alone has noacademic background ineither opened journalism or government. Following graduation, he which his own general insurance agencyin St. Petersburg joined the he operated successfullyfor nine years until he ghostwriters, governor's staff. Unlike the other Cabinet Stratton never worked as anews reporter.

SEeechwriting Duties andProcedures Stratton has As press secretaryto the governor, thirteen-to the primary duty ofpreparing the dozen or so eighteen-minute speeches thegovernor deliverseach month agencies of to various groups,ranging from official 3,000 government to civicclubs. These speeches average aid in the speechwriting words. Stratton uses only one entitled "Engagement Acceptance process, amimeographed form the speaking and Arrangements CheckList," which describes

situation in some detail(Appendix C). Stratton usually information by completes this formhimself, collecting the 18 telephone from the designatedrepresentative of the group

to which the governori.s to speak. This way, Stratton has

an opportunity todiscuss the speaking situationin advance with a member of the audience. Stratton prefers to leave theresearch chores to

his own staff or to others on thegovernor's staff, or to

those in any agency underthe governor's jurisdictionwho

are especiallyknowledgeable in the field tobe covered in research, it is the speech. Regardless of who conducts the

Stratton who produces thefinished form of the speech for

the governor. Ideas for speech topics comefrom various sources:

from the office files, fromprevious speeches, from the

designated representative ofthe group requesting the talk,

from other members of thegovernor's staff, and from the

governor himselfduring conferences overscheduled speeches.

"Usually," said Stratton, "wetake a current idea andwork

it into a speech situation." Oftentimes, however, it is the governorhimself who

suggests the maintheme of the speech. This is done either

during a meeting between thegovernor and Stratton, or

during a meeting betweenthe governor and nisadvisors. The actual writing of thespeech apparently comes

easy to Stratton. He uses no outline,having in mind a general concept of whathe wants to say. "I have a feel

for the flow of thespeech," he said. "I don't know about

the formal structure." Apparently, he is quitesuccessful 19 for the governor uses verbatim about eighty per centof those speeches he likes, "and he likes most ofthem,"

Stratton added. After studying the research information andthe

information on the audience, Stratton usuallywrites the

speech in one or two drafts, directly on thetypewriter,

and in one sitting. Sometimes, however, a speech will prove difficult to capture, and Stratton will write as many asten

drafts before either he or the governor issatisfied.

Stratton considers only major changes in thewording or the

inclusion of substantial new facts to constitute a new

draft. Minor editorial changes are consideredmerely part

of the same draft. Stratton incorporates as few statistics aspossible

in a speech, saying their boring effect uponthe audience is

"exceeded only by how much they bore thegovernor." Although Stratton receives notification of aspeech

assignment from twenty-four hours to thirtydays or more

in aC,vance, he usually writes the entirespeech within

forty-eight hours of the time ofdelivery. He waits until

this close to the deadline to ensure thatthe speech

contains timely information,information bearing directly

upon the current news reports. Nevertheless, he did admit

that the press of his otherduties--including traveling

with the governor, preparing news releases,arranging news

conferences with news reporters, andadministering his own

office staff--make it difficult todo any speechwriting 20 much in advance of forty-eight hours beforedelivery.

After the final draft is completed, Stratton usually meets with the governor and othermembers of the governor's advisory staff and, together, go overthe speech in some detail. This is mandatory in.the case of amajor address, particularly a major address to thelegislature.

During this review session, Stratton and othermembers of the governor's advisory staff suggest tothe governor what points he should emphasize, and whatpoints ne should not emphasize, and explain whether the speech is tobe directed primarily toward the immediate audience or throughthe news media to the broad audience of all Florida.

If the governor likes the speech, hewill accept it.

Although he follows about eighty per cent of theprepared text, Stratton said he "frequently departsfrom it, which only adds to the speech." What the governor adds usually is a combination of new information andinformation pertinent to the immediate audience but which was notavailable to

St2atton at the time he wrote the speech.

Very seldom is a speech criticizedafter delivery.

Stratton described the only critique made of aspeech:

Occasionally, on the trip back, we willhave an informal critique of the reception of thespeech. Sometimes, one of the governor's staffcriticizes himself t. . speech; and sometimes, the governor criticizes his own sr,ech and delivery andits re aption by the audience. 21 ghostwriter during Once the governor ticized his Press reportedthat delivery of a speech. The Associated on drugand alcohol the governor,addressing a conference the phrase"maturation abuse in MiamiBeach, stumbled over older," the APquoted the arrest." "That means gets no the guy who putthat governor assaying. "I'm gonna fire and those presentinterpreted the in. "35 No one was fired, incident as humorous. ghostwritten speech Stratton strivea toadapt the phrasing, to the governor'sown styleof speaking and that of the"maturation partly to avoidsuch incidents as of the speecheasier. arrest" and partly tomake delivery comfortable with," "I don't use words orphrases he isn't the speech soundjust like him." he said. "I want to make the governor Despite his efforts,Stratton believes prepared text speaks better, moreforcefully, without a the governor need aghost- before him. Why, then, should

writer? Stratton explainedby saying, is to reflect on paperthe The only purpose have time tosit down governor's feelings. He doesn't speeches he has tomake and stillconduct and write all informally his office. When he speaks the business of loses sight ofpoints [without a textj,he sometimes he wants to make. to speakwithout Because of thegovernor's ability believes style indelivery is a preparedtext, Stratton

35"Governor Stumbles overGobbledygook," 1970, p. 1B. St. PetersburgTimes, January 15, 22 as important ascontent. He reflected, You have to rememberthat he's the governor. He probably could ad libfifteen minutes ofhumor and the average audience wouldlove it just asmuch as if he of gave them a realstump-knocker. But we put a lot meat in the governor'sspeeches. Thet'ileNot dependent upon his ability todeliver alone.

\th

Job Satisfaction

Stratton, who said he usuallyagrees with the "I like policies of the governor,said he likes hisjob: well as the job. this particular job. I like the man as

Yes, this is arewarding job for me." Stratton became a ghostwriterby chance:

The job became openafter the previousspeechwriter resigned, and I fell intoit. I had no specialtraining it to me, I for the work; but whenthe governor offered in the job a while, I accepted. Now that I have been have learned that so muchof ghostwritinginvolves a learn feel for the principal. It's not a thing you overnight. It takes time todevelop. behind Asked whether heconsidered himself a power advisor to the the throne because ofhis position as an Anybody who admitsthat governor, Strattonreplied: "No. trying to influencethe is a liar." But he did admit to

governor's attitudes onvarious issues, explaining: right or wrong, I tell "That's the job. If I think he's

him so." as Stratton views theprofession of ghostwriting

an ethicalbusiness: 23 person can do It is not valid toassume that one t involved in makingspeeches. Speechwriting I-, all the work 1 operation, areflection of theprin- is a mechanical thanhaving' thoughts. It is no more r cipal's ideas and Speechwriting is an a secretarytake dictation.

advanced form of that. v. r to be of service r universities ought t Stratton believes e 1 specificrecommendations, f to ghostwriters. But he had no personal andindividualistic largely because ofthe strongly

nature of thejob of ghostwriting.

Summary ghostwriter who Russell Stratton,the only Cabinet in news writing,seems had no priortraining or experience speechwriting easily. Like his to have taken tothe job of writing education fellow ghostwriterswith years of news his speecheswithout an and experience,Stratton writes nearly all of thedozen or outline. Moreover, he writes delivers monthly. Seldom is any so speechesthe governor speech; and, when criticism made of thedelivery of the informal basis. Stratton criticism is made,it is on an entitled "Engage- speech aid, amimeographed form - uses one Check List"(Appendix C), ment Acceptanceand Arrangements used by six ofthe nineghostwriters. a formsimilar to those forty-eight hoursof Stratton writes hisspeeches within and usuallyin one delivery, directly onthe typewriter, copy goes tothe governor, sitting. Before the finished least once, which is about as Stratton usuallyrewrites it at Like the other many drafts as theother ghostwriters prepare. confers with hisprincipal-on the ghostwriters, Stratton 24 finished copy, polishing it to theprincipal's style and word usage. Although Stratton believes the governorspeaks more forcefully without a prepared text, heacknowledges that the governor needs something infront of him as a guide to topics to be covered. Stratton, who has an officeof six employees to

administer and such other duties asthe preparation of news

releases and travel with the governor,wants more help in

the speechwriting portion ofhis job. He likes his job;

he likes the governor; and he ,-Treeswith the governor's

policies. He fell into hisghostwriting job without preparation or notice, filling in a vacancy. This seems

to be the way mostghostwriters attain their jobs,almost

as an afterthought.

In his speechwritingduties, Stratton is also an

advisor to the governor, a positionwhich gives him an opportunity to try to influencethe governor's attitudes

on issues throughthe presentation of factsand his own of his job as beliefs. Stratton considers this as part

advisor. Ghostwriting is an ethicalbusiness to Stratton,

largely because he believes no onepublic officeholder can

perform the duties of hisoffice if he is forced toperform

also all the tasks involvedin making speeches. Although

it sounds like a contradiction,Stratton compares thetask

of ghostwriting to that of asecretary's taking dictation. 25

What he means here isthat regardless ofwhere the governor's ideas which are, ideas originate, theyremain the governor's for in a manner of speaking,dictated to the ghostwriter compiling into a speech.

Justification by Cabinet Officer

Governor Claude R. Kirk, Jr., said:

Most public officials requirethe assistance of a speechwriter for a number of reasons, notthe least of which, of course, is the element of time. On those days when I must make a number ofunrelated addresses to completely diverse groups, itwould be impossible for me to research the materialand draft a suitable text for each separate occasion, except atthe complete expense of my other duties. Consequently, it is usually necessary to confine myefforts at speechwriting to prespeech conferences for establishingthe framework of major speeches, and then to finalediting and late revisions; although on some occasions, astime permits, I am able to handwrite a completedraft. CHAPTER III

OFFICE OF THE SECRETARYOF STATE

The secretary of stateis the vice-chairmanof the

Cabinet, taking commandin the absence of thegovernor.

In addition, thesecretary of state hasconstitutional duties to keep the statutesof the state, theresolutions of .the governor; of the legislature,and the official orders corporations; to to keep the officialstate seal; to charter

administer the election processand certify candidates; to to license record trademarks, cattlebrands, and brand names; the qualified business agents; toadminister the laws on state library and arts and the museums;and to oversee the 36 the department ofarchives and history. fifteenth man The secretary of stateis Tom Adams, office January 3, 1961, to hold the post,who first took senator from Clay after having servedfour years as a state Ed McNeely, a 38- and Baker Counties. His ghostwriter is he has known for seven Year -oldnative of Lakeland whom father of three sonsaged years. McNeely, married and the official title sixteen, fourteen, andtwelve years, has the held ever since of administrativeassistant, a job he has secretary, one he joined the staff. He supervises one

36Morris, Florida Handbook, pp.31-34.

26 27 artist, and ten clerk-typists, the secondlargest staff under the administration of any of the Cabinetghostwriters.

McNeely's Background

McNeely's military service consists of six years in the United States Marine Corps, including three yearsin combat during the Korean War and three years as areservist.

He was mustered out with the noncommissionedrank of staff sergeant. He received his bachelor of science degreein 1959 from Florida Southern College where he majoredin English and minored in social science and journalism. Although he studied no courses in speech, he found hisstudies of history, sociology, and psychology helpful inhis ghjest- writing duties. McNeely worked as a news reporter for theWinter

Haven News Chief in Bartow, where he wascourthouse reporter; as chief of the Bartow newsbureau of the Lakeland

Ledger; and as a reporter in the Lakeland newsbureau of the

Tampa Tribune. He left the Tampa Tribune tojoin the staff

of the secretary of state.

Speechwriting Duties and Procedures

As administrative assistant to thesecretary of

state, McNeely has the primaryduty of preparing the eight

1,500-word, ten-minute speechesthe secretary of state

delivers monthly to variousorganizations throughout the

state. McNeely uses only one aid in thespeechwriting 28

process, a Xeroxed formentitled "Speech Progress Report,"

which describes the speaking situationbriefly and specifies

the topic, who was assigned to conductthe research, and

what publicity plans are contemplated(Appendix D). McNeely

usually completes this form himself,collecting the informa-

tion by telephone from the designatedrepresentative of the

group to which the secretaryof state is to speak. This

enables McNeely to discuss the speakingsituation in advance

with a member of the audience.

McNeely also conducts most of theresearch necessary

for preparing a speech, leavingonly about twenty per cent

to members of his staff and toother members of the staff

of the secretary of state who areknowledgeable in specific

fields to be covered in certainspeeches. Regardless of

who conducts the research, itis McNeely who prepares the

final draft submitted to the secretaryof state. Before it

reaches the secretary of state,though, the administrative

assistant for communications, StanTait, a top-level conformity to policy. , advisor, reviews the speech for Ideas for speech topics camefrom the secretary of

state himself during McNeely'searly days as a ghostwriter.

As he matured on the job,he said, The development of ideas forspeech topics became a staff effort. Stan [Tait] and I work outideas for each speech, assign specialists onthe staff to research the facts, prepare theinformation in note form, and review the ideas with the Senator[Adams, so called because of his legislative service as astate senatorj. Naturally, we accept hisrecommendations. 't

About half of the speeches Adams delivers are tailor

made to the speaking situation. The other half consist of

three or four stock speeches, which are changedfrom time

to time to keep them current, to whichAdams adds local

color and references to local situations andindividuals.

Unlike the other members of the executive department, once

Adams accepts a speech, he will read it verbatim,despite

the fact that, as McNeely said, "The Senatoris far more

persuasive without a prepared text. He gives more of

himself when he's speaking off Liie cuff."

Relying upon his news reporting background, McNeely

writes his speeches without an outline, a systemknown

among newsmen as "writing off thewail." This means that

the format and the facts are in the mind of thewriter.

McNeely usually writes two drafts, the firstof which he

completes in about four hours. He considers the writing

of the speech half completed after he writesthe lead.

This is because news reporters consider thelead of any that sets . piece of copy the most difficult part, the part

the stage for the remainder of the work. This initial

draft of the speech is then reviewed in detailand edited

by Tait and McNeely. McNeely then prepares the final

draft about one week in advance of thespeaking engage-

ment, which he considers enough to keepthe topic

timely. By the time the secretary of statereceives

the final copy, it is in polished form,reflecting 30 not only Adams' ideasbut also his style ofdelivery. Instead of meeting with Adamsto review each individual speech, McNeely,Tait, and other members of the executive staff meet with Adamsperiodically to review his official position on varioussubjects and to discuss his

speaking style. These conferences are unusualin Cabinet

circles. Unlike the other Cabinetofficers, Adams is the only of one who requires andsubmits to a regular criticism

speeches and delivery. Every time Adams delivers aspeech, completes a small a member of hisstaff who accompanies him

evaluation card (Appendix E). This card lists, in addition

to the date, audience,and city of the speech, afour-point

continuum on each of sevenquestions dealing with the

forcefulness of delivery,impact of message, facial

expression and animation, gestures,voice and tone range,

enunciation, and visual contactwith the audience. The

higher the number on thecontinuum, the higher theevalua- for the tion. On the reverse sideof the card are spaces evaluator to respond to thesetwo questions: "What

specifically distracted you ordiminished the maximum

impact of the speech or itsdelivery?" and "What specifically

impressed you about the speech orits delivery?"Then,

periodically, McNeely andTait meet with Adams anddiscuss

the evaluations of hisspeeches. "He accepts these

criticisms," said McNeely,"because he realizes his own

speaking faults and he wantsto improve." 31

Although Adams can, and frequently does,speak without a ghosted speech or a prepared text,McNeely said prepared texts are necessary for several reasons: (1) to control the way a subject is presented andthe points are developed,(2) to ensure that everything Adams wantsto say in the speech is actually said,(3) to ensure phrasing of ideas or positions that are picked up forpublication by the mass news media, and (4) tovalidate the news releases and copies of the prepared texts that aredistributed to the mass news media. Such emphasis is placed uponthe mass news media--all of the Cabinet offices followthis practice- - because both the Cabinet officers andtheir ghostwriters want as much publicity as they canreceive on a public

appearance or statement bytheir principals. McNeely spoke

for all of the Cabinet ghostwriterswhen he said: Although the immediate audience isthe forum, actually the Senator is speaking tothe entire state through the news media. He sacrifices the local audience to get his message to theentire state the way he wants it. McNeely said he believes thatabout ninety per cent

of the ghostwriting at the statelevel is unnecessary: Most of those in state government are, orought to be, familiar enough with theirsubjects that they should be ably to share themselves aswell as their information through their own knowl9dge,and not have to depend upon the crutchof a ghostwritten text. When a speech is read,there is no sharing of selfwith the audience. The audience wants this sharingof self as well as the entertainmentand information that aspeech can give. McNeely strives to adapt theghostwritten speech

to Adams' own style ofspeaking and phrasing as well asto AMMON.% -11plerVw "

32 his ideas and official position on variousissues. Ix addition, he tries to strengthenthe wording of speeches He to compensate for Adams' normalmonotone delivery. where studied Adamsover the years,arriving at the point he knows After . whathe'll take and whathe'll reject. that he never writing for him forseveral years, I find s my ideas, eventhough a lot of times Ibreak change write round. I know my man. As a result, when I new g tell a speech, and the Senatordelivers it, you can't he starts. He speaks in mystyle and wheye I stop and his approach I wite in his. It's a merger of styles: andmy writing. This merging of styles cameabout through a tailoring McNeely said he of ech other's style overthe years.

tailored Adams sentences and words,bringing . . by shortening his audience in them down to peopletalk. I consider the especially in theintroduction. I the basic approach, interest and in try to identifywith the audience in intellect. own At the same time,he said, he uses Adams' of rhythm pattern, and adaptsthe speeches to the merger the use of suchdevices styles. This is done also through double as singlequotation marks for a short pause, quotation marks for a long pause,a dash for abreathing A double dash pause, and aperiod for the longest pause. change indicates a change ofinflection; and an asterisk, a

of subject. McNeely believes thatstyle and content ofspeeches be entertained as go hand in hand. "The audience wants to

well as informed," hesaid. 33

Job Satisfaction

McNeely, who also became aghostwriter because of a vacancy inthe position, finds the jobrewarding, and usually agrees with Adams'policies. He does not consider himself a power behind thethrone, though he, too,readily admits that, in many instances,"any attitude the Senator has is what he sees on myfirst draft of the speech." But

McNeely attributes this tohis ability to predict wnat

Adams will accept and whathe will reject in the wayof proposals. McNeely has no more ethicalqualms about the profession of ghostwriting thanhe has about anyother professional advisor. He views a ghostwriter'sduties as mechanical, saying:

The ghostwriter creates aproduct for someone else by taking his raw materialand just refining it. To consider that this is unethical, tothink that my phrases ought to hE my name on themsimply because I wrote them, is to take anegotistical attitude. The boss is buying a product or aprofessional service. When I have finished a ghostedspeech, and the Senator delivers it, it's his. He bought it aid paidfor it; it's his. If he is going on recordfor those ideas, whether he originated them or not,they are his.

The only change McNeelywould make in the ghost-

writing process would be toinclude more personalinvolve- of the ment by the secretaryof state in the prer,aration speech itself, to make it even morea part of him.

McNeely made no recommendations asto any specific largely service universities couldprovide the ghostwriter,

because "the way sv operate,I am more dependent upon my

own professionalstaff." 34

Summary

Ed McNeely, the senior Cabinetghostwriter in point of service, is theonly ghostwriter who conducts a formal criticism of hisprincipal's delivery ofspeeches writing for (Appendix E). With seve 'ears of experience principal the secretary of state,McNeely knows what his will accept and what hewill reject in the wayof speech that he is, ideas and style. Like the former news report_r outline, McNeely writes his speechesoff the wall, using no and directly on thetypewriter. He paces his work to at deliver the finished speech tothe secretary of state

least one week before itis to be delivered. Adams speaks eight less than most Cabinetofficers, delivering about prepared speech aid speeches monthly. McNeely also uses a D). form, one entitled "SpeechProgress Report"(Appendix

Before the finished copy goesto the secretaryof state,

McNeely confers with oneof Adams' top-leveladvisors about review the speech, reviewing itin detail. Because of this

session, McNeely writes thespeech in two draftsbefore

pute.r4 it into final form.

Although McNeely believesthat Adams speaks more

forcefully without a preparedtext, he believes that a each prepared speech is necessary(1) to control the way everything Adams subject is presented,(2) to ensure that

wants to say in thespeech is ctually said,(3) to ensure picked up correct phrasing ofideas or p -itions that are

for publication by the massnews media, and(4) to validate 35 the news releases andcopies of the prepared textsdis- tributed to the mass newsmedia. McNeely, whose staff of twelveis the second largest among the Cabinetghostwriters, wants more involvement by his principal inthe speechwritingoperation. McNeely likes his job; helikes the secretary of

state; and he agreeswith his principal's policies more

often than not: "by and large" wasthe way he expressed it. host He became a ghostwriterlike most of the Cabinet he had no writers: because of a vacancy in theposition. special training for the job.

Although McNeely does notconsider himself a power

behind the throne, he readilyadmits that "any attitude the Senator has is what he sees on myfirst draft of the speech."

This implies that McNeelydoes, in fact, haveconsiderable

influence with his principal. is To McNeely, ghostwritingis ethical because it

largely a mechanical processof taking the rawmaterial

provided by his principaland refining it forconsumption.

He believes that when Adamsdelivers one of McNeely's

speeches, the speech is Adams'because he must take full

responsibility for the content. In a sense, this is an Adams and accurate assessment ofthe situation between

McNeely. Because of his seven yearsof association with Adams, McNeely has come toknow how he thinks andwhat

ideas and suggestions he willaccept. Therefore, when

McNeely proides Adams a ghostwrittenspeech, even though 36 this as only giving it contains newideas, McNeely views voiced during Adams what he wants orwhat he has already their policy meetings.

Justification by CabinetOfficer

Secretary of State TomAdams said:

A speechwriter isessential to any office for a easier to have lot of speechmaking. It is a whole lot take my ideas and turnout a speech a couple of fellows simply based upon what I want. Public officials today from do not have the time towrite their own speeches start to finish andadminister their offices. CHAPTER IV

OFFICE OF THE ATTORNEY GENERAL

In Florida, as in most states, the attorney general is the chief legal officer for the state. He is the legal advisor to the governor and other state officials and state agencies for whom he provides unofficial interpretations of the laws. In substance, the attorney general defends the public interest. In the hierarchy of the Cabinet, he is the third rankingofficer.37

Th' attorney general is Earl Faircloth, who took office January 5, 1965, the thirtieth man to hold the post since Florida became a state in 1845. Faircloth has two ghostwriters: Bill D. Eirls, a 38-year-old former radio news reporter, and Richard B. Knight, a 33-year-oldlawyer

and former newspaper reporter. Eirls is the only Cabinet

ghostwriter with a radio news background; and Knight is

the only Cabinet ghostwriter with a legal background.

Eirls' and Knight's Background

Eirls, a native of St. Joseph, Missouri, is married

and the father of a six-year-old son and a one-year-old

daughter. H:s official title is administrative assistant,

37 Ibid., pp. 3r ,..).,r

37 38 a position he has heldfive years but which is more that of a traveling companion andadvisor than an office worker.

He supervises one secretary. Eirls has known Faircloth seven years, having met him in Miami whereEirls was working as a news reporter for Radio Station WGBS. At the time, Faircloth was a state representative fromDade County. Eirls worked four years in New York for Radio PressInternational, a news service for radio stations throughout theUnited States, before joining the staff of WGBS where heremained four years. He received his bachelor of artsin 1959 from the

University of Missouri where he majoredin speech and minored

in journalism. He is the only Cabinetghostwriter to have such a specific speech educationbackground. Eirls spent

eight years in the United States Air Force,including

combat service during the Korean War,rising to the non-

commissioned rank of staff sergeant.

Knight, a native of West Palm Beach,is single, the

only unmarried Cabinet ghostwriter. His official title is

director of information, a position he has heldnearly two

years. As director of information,Knight supervises four administrative assistants, three secretaries,and one

research assistant to help himconduct a state-wide public

information program. Knight received his bachelor of business administration degree in 1959from the University

of Miami where he majored inpolitical science and history

and minored in English. He continued his education,

receiving his bachelor of laws in1962 from the University 39 consists of six years as of Miami. His military service Air Force Reserve airman third class inthe United States section briefly, in which he served inthe public information activities of reserve writing news releasesabout military

personnel. Before, while, and afterattending the University broker for Merrill of Miami, Knightworked one year as a nine years as a news Lynch, Pierce, Fenner,and Smith; and

reporter for the MiamiHerald.

Speechwriting Duties andProcedures the primary As director ofinformation, Knight has speeciles the duty of writing thehalf-dozen fifteen-minute various audiences. attorney generaldelivers each month to Knight uses only one These speeches average1,700 words. two-paged mimeographed aid in the speechwritingprocess, a which pro- form entitled "SpeechBackground Information," speaking situation vides considerabledetail about the and most detailedof the (Appendix F). This is the longest seeking such informa- aids used by theCabinet ghostwriters, interests, desires, tion about theaudience as its members' and the attorney beliefs, and attitudestoward the subject staff completes theform, general. One of Knight's designated rep- collecting the requiredinformation from a

resentative of the groupto whom Fairclothwill speak. his own Knight, like Eirls,prefers to conduct other duties research, but sometimesthe press of his 40

requires him to assign this task tomembers of the staff,

who are then free to secure theinformation from any

responsible source. These sources include officefiles, previous speeches by the attorneygeneral, known policies

of the attorney general, andmembers of the staff who have

expertise in the topic to be coveredin the speech. Regard-

less of who conducts the researchand who compiles the

facts, it is Knight who writes allof the speeches infinal

form, including the few that Eirlswrites.

Eirls and Knight have widelydifferent speechwriting

techniques. Eirls composes his speeches inlonghand, using a pencil and yellow, legalsized,ruled paper, and

following an outline developed fromthe facts and the

speaking situation. He usually writes hisspeeches in one sitting, but revises them four orfive times before he is

satisfied. On the other hand, Knight,like most of the

othr Cabinet ghostwriters, composes hisspeeches without

an outline andin one draft. "It's the easiest way," he subject I'm very interested . said, "especially if it's a flow. He in." In that case, he added,the speech seems to either composes directly onto atypewriter, or he dictates

to his secretary who thenprovides him with a rough copy

for editing. Unlike the other Cabinetofficers, Faircloth has to stating a be continually alertagainst the possibility of

legal opinion in a speech. Because he is chief legal words advisor to all stateagencies, the attorney general's 41 Therefore, are taken asguidelines for officialconduct. Faircloth must be careful notto state orimply a legal studied and opinion unless his positionhas been carefully both Eirls prepared for dissemination. As ghostwriters, legal opinions and Knight also mustguard against writing unless such opinions areready for announcement. Eirls To guard againstinadvertent legal opinions, before and Knight review allspeeches with Faircloth involved, completing the final draft. If legal points are meticulously these are writtencarefully, and Faircloth reads these points verbatimto avoidmisunderstanding. that These legal points and somestatistical matter are all

Faircloth reads from a preparedspeech. in marked Otherwise, Faircloth'sspeaking ability is He alone, contrast to that of theother Cabinet officers. to the extent of the seven, commitshis speeches to memory, consisting of a that he needs only thebarest of outlines, deliver series of one- or two-wordreminders, to be able to

a speech. Eirls describedFaircloth's technique: accepted and writtenin final After the speech is wording for ease form, the Generalmakes changes in the then outlines it,picking out key words of delivery, and finished speech to from the text. Then he studies the This way, the key-wordoutline commit it to memory. well calls to mind the actualwording of the speech as speech from the as the thought. When he delivers a follow the preparedtext word outline, he can almost the text since for word even thoughhe hasn't looked at he memorized it. in the Even so, Fairclothdoes make some changes Eirls, wording when he delivers aspeech. Because of this, 42 copies of his constant travelingcompanion, never delivers the prepared text to the pressin advance, preferring to

correct a master copy ofthe prepared text accordingto made is thespeeCh delivery. Only after the corrections are

copy distributed tothe news media. Other Cabinet ghostwriters distribute copies of theprepared text andleave it

up to the newsreporters to make whatevercorrections,

additions, or deletions theydeem necessary. Although Eirls and Knightwrite their speeches

independently of each other,they do collaboratewhen they

confer with Faircloth onthe final copy. Both Eirls and of Knight prepare their speechesabout a week in advance

delivery to give Fairclothtime to memorize and outline

them. the Ideas for speeches comefrom the usual sources: staff audience, previous speeches,the files, current news, "Sometimes, the members, and, of course,Faircloth himself.

General tells us what hewants to say and wewrite it that

way," said Eirls. Both Eirls and Knighttry to make theirspeeches Eirls, who has written reflect Faircloth'sspeaking style.

speeches for Fairclothsince the campaign forattorney well in general in 1964, believeshe succeeds fairly Because of his capturing the General'sspeaking style. he job, Eirls spends almost asmuch time with Faircloth as throughout the state spends with his ownfamily, traveling Faircloth accepts. on almost everyout-of-town invitation 43 his Knight, who has knownFaircloth longer, studies principal: speak in conversationalmost every I listen to him I try to I study him andhis style ofspeaking. day. and, of keep my style ofspeechwriting consistent course, consistentwith his. delivery The only criticism of aspeech following might have with Eirls is an occasionaldiscussion Faircloth This usually is veryinformal. or Knight onthe return trip. ability Both Eirls and Knight agreethat Faircloth's natural, giving him to memorize speechesmakes his delivery every speakingsitua- a forcefulnessof delivery in nearly Faircloth, like mostpolitical tion. Both agree that because officeholders, does not reallyneed a ghostwriter But Knight saidFaircloth of his knowledgeof his office. great deal of needs a ghostwriterif the speech requires a readily research or if it usesstatistics or facts not Faircloth's recallable, and becauseof the lack of time on well as to administer part to researchand write speeches as

his office. is more Both Eirls andKnight agree that style Eirls said Faircloth important than contentof a speech. speech in certain could eliminate someof the content of a party and banquet, situations, such asfollowing a cocktail would and do an acceptablejob. Knight said good style do anythingbut improve bad content,"but bad style can't

hurt good content." 44

Job Satisfaction

Eirls likes his job asghostwriter and traveling

companion to the attorney general. Although he has a speech writing speeches major at the university,Eirls did not begin

seriously until Faircloth beganhis campaign for attorney

general in 1964. During that campaign, whenhe was working Eirls worked his as a news reporterfor Radio Station WGBS,

way into apart-time job with Faircloth,first writing

radio spots for the campaign,and latex writingspeeches.

After Faircloth won the office,he took Eirls toTallahassee Faircloth as his aide andspeechwriter. His association with

has been close for a longperiod of time. Knight likes his job asghostwriter although he

said, "It's not cne of myfavorite pursuits." He became ghost- a ghostwriterfor Faircloth becausehe had done some writing in Miami, and becauseghostwriting is part of his

duties as director ofinformation.

Both ghostwriters saidthey do not considerthem- the throne, but bothsaid they do ' selves a power behind would any other try to influenceFaircloth's attitudes as And I advisor. Said Eirls: "I must make suggestions. succeed to some degree.' Said Knight:

I present facts andcite polls and statistics. mostly Then I give my ownopinions. I try to keep it factual, but it isimpossible not to injectpersonal beliefs and prejudices.

Both Eirls and Knightview ghostwriting as an he writes ethical business. Eirls said that just because 45 a speech forFaircloth, there is General will use it or . . . noguarantee that the putting use even oneword of it. It's not that I'm information from him words into his mouth. I get more than I give to him.

Knight describedghostwriting as the principal's . . . understanding and knowing political and emotionalideas, beliefs, andopinions, and putting them into astyle he can deliver. In because general, the boss coulddo this himself, but mechanical of his duties hE .las notime to perform such tasks. the fact that he Knight said Fairclothdoes not try to hide does he try to relies upon aghostwriter, "but neither and publicize it. The press knows hehas a ghostwriter, they accept it." offer some Eirls believesuniversities ought to materials for the sort of course inresearch methods and to establish a ghostwriter. Knight wants universities ghostwriters could central idea bank orresearch staff that ghostwriting is too personal utilize. Knight believes that "You can teach peopleto anq individualizedto be taught. ghostwrites must write," he said, "butthe effective

develop his own rapportwith his principal."

Summary ghostwriter with Bill D. Eirls is theonly Cabinet Richard B. Knight isthe only a backgroundin speech; and Although they Cabinet ghostwriterwith a law degree. they make aneffective compose theirspeeches individually, sessions they conductwith team during thespeech review 46

ghostwriting effortin the Faircloth. The only dual that is more Cabinet is in thecomptroller's office; but Eirls also has a of a superior-subordinaterelationship. he is the unique position amongCabinet ghostwriters: traveling aide to only ghostwriter whoserves also as a nearly everyout-of-town his principal,accompanying him on unique charge amongCabinet trip. Eirls and Knight have a continually on guardagainst ghostwriters: they must be the attorneygeneral's writing inadvertentlegal opinions in Florida's chief legaladvisor to speeches. Because he is be interpreted official state agencies,Faircloth's words may Eirls and as a legalopinion. This is the major reason with their principal Knight review the textof every speech

before delivery. the Cabinet Faircloth, himself,is unique among commits his speechesto memory and officers. He, alone, delivering almost a then speaks from akey-word outline, Faircloth verbatim reproduction. Nevertheless, because text, Eirls does usually does make changesfrom the preparcd media until he hascorrected not releasecopies to the news None of the other the text after listeningto the speech. relations practitioners, Cabinet ghostwriters,and few public delivered. release only accuratecopies of speech texts as proposed speech textand let Most prefer todistribute the corrections theywish. the news reportersmake whatever frequently try to Both Eirls audKnight said they attitudes by makingsuggestions. influence Faircloth's ...,4.4j,...,J1.....:,P444"......

Both view ghostwriting as an ethicalbusiness.

Eirls describes his job as that of givingthe attorney

general back his own information. At that, he said, there

is no guarantee that a speech he writeswill be used.

Knight describes ghostwriting as the businessof vnder-

stamAing his principal's political andemotional ideas,

beliefs, and opinions, and the mechanicaltask of putting

them into a style that he can deliver.

Justification by Cabinet Officer

Attorney General Earl Fairclothsaid: Although I personally believe that no one canwrite a speech for me as well as I canwrite my own, during the past year, with one exception, Ihave never had the time to do the research and write my ownspeeches. CHAPTER V

[ OFFICE OF THE COMPTROLLER

He preaudits The comptroller isFlorida's paymaster. (over his signatureand all claims againstthe state, issues those claims and that of the governor).41i warrants to pay all revenue all salaries of stateemployees, records companies, collected and spent, andsupervises banks, trust unions, small loan building and loanassociations, credit 38 companies, and countyofficers' retirementsystems. Dickinson, Jr., The comptroller isFred 0. "Bud" who entered Florida's twenty-fifthchief fiscal officer, 1965, to fill office initially byappointment September 1, three Cabinet a vacancy leftby resignation. He was one of Burns. officers appointed that yearby Governor Haydon has two ghost- Like the attorneygeneral, Dickinson attorney general's two menwho ' writers; but unlike the employee- work together, thecomptroller's two men have an ghostwriters are employer relationship.The comptroller's twenty-four Vernon E. Bradford,47-year-old veteran of Bluffs, years as a newsreporter and anative of Council native of Lakeland Iowa; and George A.Allen, 29-year-old

3 8Ibid.,pp. 39-42.

48 49 for the Daytona who worked two years asa news reporter assistant director of Beach News-Journaland two years as department. public information forthe Florida road includes ten years Bradford's newsreporting experience with the Tampa with the Tampa Timesand fourteen years chief in Tallahassee. Tribune, the last four ascapital bureau

Bradford's and Allen'sBackground

Bradford is marriedand has fourchildren, two and unmarried married sons, aged twenty-three and twenty-one, He also seventeen-year-old twins: a son and adaughter. the two grandfathers has a grand-daughter,making him one of Because his father wasa among theCabinet ghost :riters. States Army,Bradford spent career officerin the United to city as hisfather his early yearstraveling from city As a result, he went fromassignment to assignment. universities, finallyleaving attended severalcolleges and few credit hours. without his degree,but lacking only a at the He spent thegreatest amountof time studying in journalismand University of Missouriwhere he majored in the United political science. He served six years service in Europeduring States Air Force,including combat the noncommissioned World War II, and wasmustered out with

rank of staff sergeant. two sons,aged Allen is marriedand the father of his bachelor ofarts in six and three years. He received University where hemajored in 1963 from TheFlorida State 50 military history and minoredin government. He has no background. assistant, Bradford's officialtitle is executive five of the twelve yearshe has a positionhe has held for assistant, he superviseshis known Dickinson. As executive and Allen's public own secretarialstaff of eight people largest staff information department offour people, the Cabinet ghostwriters. under the administrationof any of the public informacion. Allen's official titleis director of

Speechwriting Duties andProcedu' has reduced the In recent months,the comptroller from two or frequency of his publicspeaking engagements month, thereby three each week tothree or four each and Allen. reducing the speechwritingdemands upon Bradford speaking, the cometroller Because of thisreduction in public the Cabinet officers. makes the fewestspeeches of any of assignments asghost- Both Bradford andAllen have specific far more demending writers; but both findtheir other duties

upon their time. minutes, Dickinson likes tospeak about twenty-five text, depening upon using either anoutline or a complete Allen generally how familiar heis with the subjectmatter. sets of provides a complete text,but Bradfordprovides from which D.ckinson can facts onthree-by-five-inch cards to the facts and build his speech. "There's no continuity That's statistics," said Bradford,"just sets of facts. 51 Dickinson has been in all he needs." Moreover, now that familiar with office about five years,and has become more read his speeches the duties of office,he does not need to shying away from the any longer; heparaphrases broadly, During his written word except as areminder of topics.

early days in office,Bradford said, his speeches verbatim. . Dickinson used to read . . familiar with the job,he But now that he's more he's aware of what doesn't need to. Not only that, but his state- makes news and reactsaccordingly, phrasing ments just right. speech Neither Bradford norAllen uses any prepared what he thinks aids, but Allen uses adetailed outline of He said his research "ought to be coveredin the speech."

about the speech isbased upon thatoutline. into the Allen prepares hisspeeches from research positions Dickinson files, previous speeches,known political of the staff who has taken, andinterviews with members is have expertise in thespeech topic. Allen, whose office difficult to schedule two blocks from theCapitol, finds it appointments with Dickinsonto di_,cuss speechassignments.

Bradford, because ofhis position as atop-level advisor, wants it: has Dickinson's earalmost any time he need to know. I run him downand ask him what I Generally, I know whathe feels aboutcertain subjects, him continually. and I don't reallyhave to interview of Bradford and Allendiffer widely on methods seniority in the speech writing. Bradford, with five years and needs to office, has a fund ofknowledge in his head, What little he doesis conduct little formalresearch. 52 usually farmed out toothers on the staff,including Allen speechwriter only who works for Bradford. Allen has been a depend more on research a short timeand, therefore, must he conducts himself. series Since Bradford writeshis speeches only as a text, he of factual statementsrather than as a complete his own broad can coo thisquickly, Depending largely upon Allen, knowledge of his principaland his subject matter. text, takes because he works from anoutline to a complete completes his task as considerably longer. But he, too, continuity, unity, quickly as possible, "togive the speech

and timeliness." Ordinarily, speech topics comefrom the same sources the as for otherCabinet officers: from the audience, staff members. files, previous speeches,current news, and the speech is Frequently, Dickinsonspecifies the topic and

written accordingly. adapt a Because it is mucheasier for a speaker to text series of factual statementsthan a complete prepared Bradford's to his own style ofspeaking, Dickinson prefers fact that style of speechwriting. This is evident by the one of whether Dickinson isusing one of Bradford's or putting the facts Allen's speeches, heparaphrases broadly, extent ofincluding into his own words andstyle, even to the prepared. additional informationacquired after the speech was Both Bradford andAllen receive aboutthe same ranging from amount of notice on aspeechwriting assignment, 53 overnight to four or five weeks. Like most of the Cabinet ghostwriters, they wait untilclose to delivery time to complete their tasks,keeping the information currentwith the news of the day.

When Allen prepares a speech,usually two drafts and

the final copy, he submitsthe second draft toBradford for final review. If Bradford approves it,Allen prepares the draft for Dickinson who hasthe last word. Bradford's list

of facts also must go toDickinson for final review.

Rarely is a speech rewritten. But changes are frequent.

"When Dickinson wants a changein a speech," said Allen,

speaking for every Cabinetghostwriter, "the change is

made." Bradford, who prepares onlylists of facts, makes Allen, no effort to captureDickinson's style of delivery.

who writes full speeches,does seek to captureDickinson's

style. Regardless of their efforts,both ghostwriters agree

that Dickinson speaks moreforcefully without a prepared

text. Both agree that he can,and often does, speak more convincingly without text ornotes. "Sometimes," said

Allen, "he organizes and composeshis own speech in his

mind while the master ofceremonies is introducinghim."

Despite this ability,Bradford believes Dickinson

needs a ghostwriter forseveral reasons: (1) to be certain and that what he says is notmisconstrued by the audience of the by the news media, (2)for the official records 54 office "so we'll know what he'ssaying," and (3) mostly for

the press and for posterity. Allen believes Dickinson's

ghostwriters are necessary: (1) to conduct research that

Dickinson cannot do for want oftime, and (2) to help him

formulate the phrases that soundbest and that best put

across what he wants to say. Bradford said that having the

ideas on paper, either in fulltext or in a list offacts,

helps Dickinson to couch thoseideas in his own phraseology.

After Dickinson delivers aspeech, no criticism is

made by any of the staff.

Both Bradford and Allenbelieve Dickinson's style

is superior to the content ofhis speeches. "You can tell

this when you compare thespeeches he reads with thespeeches "He has he delivers extemporaneously,"said Bradford.

charisma," said Allen.

Job Satisfaction

Both Bradford and Allenlike their ghostwritingjobs,

bub for different reasons. Allen views ghostwriting as

part of the job of beingdirector of information. "I get

paid for it," he said. Bradford takes a differentview,

probably because he washired to serve as both aspeech-

writer and an advisor: You can see your ownthoughts and your ownviews being used to sway anaudience or make a point,which or lack you can't dobecause of lack of articulation of a forum. It is satisfying if youthink you are doing some sort of good. 55

Bradford usually agrees with Dickinson'spolicies.

"If you can't agree with your principal, youshould get out," he said. Allen said that occasionally he has towrite some things he does not reallybelieve in. Nevertheless, he said, "Mr. Dickinson is the boss. He has to make the decisions. I write what he wants." Allen does not believe he is a powerbehind the throne because of the myriad decisionsDickinson must MF in the daily conduct of his office, andin which Allen is not involved. Bradford, an advisor, believes he is something of a power behind the throne, "butonly to the extent that he will listen to me." Both Bradford and Allen try continuallyto influence

Dickinson's attitudes. Allen tries by citing facts and philosophy. Bradford said he tries because I think that's what I'm gettingpaid for. I think that's my primary function. My value lies in giving him my expert opinion on how thepublic is going to react to his ideas, on why he needs toadopt a new attitude. Sometimes I win; sometimes I lose. Some of my ideas are good; some arebad. Allen would like to have more time todiscuss

speaking situations and topics withDickinson to help him

in preparing speeches. "But he has no time forthat," he conceded.- Bradford said the onlychanges he would make in

the ghostwriting process wouldbe to get closer to

Dickinson in planning and in securinghis thoughts, to make

his own thoughts more completebefore preparing speeches.

"But because of his commitments,there just isn't enough

time for this kind of discussion,"he said. 56 ethical business: Bradford viewsghostwriting as an show. I don'tspoonfeed my Mine is not a one-man I try to get my ideas down myprincipal's throat. helpful. They are ideas across whenI think they're read my when he readsthem. He doesn't then his ideas my ideas anymore speech simplybecause it contains tha his attorneysfor a briefing on than when he asks the growthof the law or hisauditors for a report on have to havepeople around office. All top executives them to hatch outtheir germs ofideas. ethical: Allen also believesghostwriting to be A busy to have someoneto helphim. A man needs do his workand executive doesn'thave the time to and write speechestoo. The ghostwriter conduct research it into languagethe finds out theinformation and puts Ghostwriting is atool ofcommunica- executive can use. If I can help There are many waysto say things. tion. do his jobbetter. with that, thenthe executive can definite ideasabout Both Bradford andAllen have perform forghostwriters. the service auniversity could taught byinstructors Bradford wants a coursein ghostwriting job and who havehad some who "knowsomething about my Allen wantsuniversi- actual experiencein ghostwriting." basics ofghostwriting, ties to advisestudents in the other's style of which he describedas learning . If nothing else,he said, writing and ofdoing things. of thetechniques universities couldadvise ghostwriters

used by otherghostwriters.

Summaa Allen, the only Vernon E. Bradfordand George A. combination in theCabinet officesother two-manghostwriting and the onlyemployee- than that of theattorney general, wictely in their methodsof employerrelationship, differ 57 of news writing operation. Bradford, leaning upon years experience and years of closework with hisprincipal, provides him only a seriesof facts rather than acomplete the ghostwriting scene, text. Allen, a relative newcomer to their work in drafts an entire speech. Both men complete Bradford prepares one sitting,directly on the typewriter. drafts of his texts. one set offacts; Allen prepares two rom Bradford's experience giveshim a broad base offact' which he draws without theneed for extensiveresearch.

Allen works from a detailedoutline of what he'believes his research on ought to be in thespeech, even conducting

the basis of theoutline. of Bradford -administers thalargest staff of any who is the Cabinet ghostwriters: thirteen, including Allen senior both director of information. Because Bradford is knowledge of the job, in the hierarchy ofthe office and in him before going all of Allen's speechesmust clear through operation from that to comptroller. This is a different and Knight of the attorney geperalin which both Eirls approach Faircloth on anindividual basis. influence Allen does not considerthat he exerts much junior position upon the comptroller,piobably because of his of the fact thathis in the hierarchy of theoffice and because Nevertheless, office is two blocks fromthe comptroller's. and philoso- he tries to influenceDickinson by citing facts and top-level advisor,does phies. Bradford, an executive consider himself somewhat apower behind thethrone--"only 58 to the extent that he will listen tome"--saying it is part of his job to try to convince Dickinson onissues. Ghostwriting to Bradford and Allen is an ethical business. Bradford is part of the circle of top-level advisors with whom any efficient executive surroundshimself to hatch out the germs of his ideas. As such, Bradford considers himself comparable to any other advisor. He sees nothing unethical about advising his principaleither orally or in writing. Allen takes a position that most of the Cabinet ghostwriters take: that the public official does not have time to run his office and do allof the work necessary to prepare the speecheshe must deliver. Allen said: The ghostwriter finds out theinformation his principal wants to say and puts it into languagehe can use.

Justification by Cabinet Officer

Comptroller Fred 0. "Bud" Dickinson, Jr.,said:

Any man in public life has to have aspeechwriter for three reasons: (1) to document what he says as accurate,(2) to make sure the public gets the information the official talks about by giving copies ofthe speech to the news media, and (3) to gaugethe tempera- ture of the various audiences before whom hewill speak. CHAPTER VI J

OFFICE OF THE TREASURER

In Florida, the treasurer wearsthree hats: those of the state treasurer, the stateinsurance commissioner, and

the state fire marshal. As treasurer, he isresponsible

for all state revenue,depositing it in such banksthrough-

out the state as he deemsappropriate; he honors allvalid

state warrants issued bythe comptroller; andhe administers

the laws on premium financecompanies, and municipal

policemen's and firemen's pensionfu.ids. As insurance

commissioner, he enforces the lawsregulating the nearly

1,000 insurance companiesdoing business in Florida,

examines and licenses insuranceagents, and administers

the laws on ambulanceservice, automobile clubs, and

preneed burial insurance. As fire marshal, heinvestigates exits, arson, regulates fireextinguishing systems and fire 39 and enforces the safetylaws on liquefied petroleum gas. The treasurer is BrowardWilliams, the seventeenth

treasurer, the fifth insurancecommissioner, and the second commissioner were fire marshal. The duties of insuranc-:

added in 1915; and theduties 'of fire marshal, in1941. to Williams was appointed tothe office January 28, 1965,

39Ibid., pp. 43-46.

59 60 fill the vacancy left by thedeath of the previousoffice- holder. Williams' ghostwriter is Mrs.Melinda Manning Carr, the only woman to hold a Cabinetghostwriting post. She is

25 years old, the youngest ofthe Cabinet ghostwriters,is married, and has no children.

Mrs. Carr's Background

A native of Covington,Kentucky, Mrs. Carr attended the University of Kentuckyfrom 1962 to 1965,majoring in

journalism and minoring inEnglish and sociology. She

transferred to The Florida StateUniversity where she

changed her major to government,and received her bachelor

of arts in 1966. She has had no militaryservice. Before joining the staff ofthe treasurer, Mrs. Carr

worked as a secretary, agrade-school teacher, and,briefly,

as a news reporterfor the Covington(Kentucky) Post and treasurer nearly three Times-Star. She has worked for the years, two of them asghostwriter, an assignmenttha- grew

eat of her initial employment assecretary, her background

in government and news reporting,and the fact that she wits

needed in the job.

Speechwriting Duties andProcedures

Mrs. Carr's officialtitle is assistant director Although this of research andinformation for media.

includes such diverseresponsibilities as writing news writing a releases, writing thesemimonthly house organ, relations weekly feature column,and performing other public 61 duties, her primary job is that ofghostwriter for the dozen or so twenty-minute speeches thetreasurer delivers monthly to various audi

Mrs. Carr uses only or aid in writing speeches,

a typewritten form(developed by the author in 1966 when he

was chief ghostwriter forthe treasurer). This form carries no official title, but is referred toin the office

as a "fact sheet"(Appendix G). This form provides con-

siderable detail about the speakingsituation and was designed

to be attached to the final copyof the speech delivered to

the treasurer. This fact sheet, therefore, servesthe dual purpose of providinginformation about the speaking

situation to the ghostwriter and to theprincipal.

Mrs. Carr usually assigns oneof the two information

specialists under her supervision to completethe fact sheet,

gathering the information by telephonefrom a representative

of the group to whom the treasureris to speak. In all,

Mrs. Carr supervises twoinformation specialists, two

secretaries, and two receptionists. She conducts about half of the researcnnecessary

for writing the speech,leaving the rest of the resealch

to an information specialist. Regardless cf who provides

the facts, it is Mrs. Carr whowrites the entire speech,

both the initial draft and thefinished draft for the

treasurer. 62

Ideas for speech topics come from the usual various sources, including the representative of theaudience, office files,'previous speeches, current events, members of the staff, and the treasurer himself. When ideas originate in sources other than the treasurer, the speech is submitted to him in rough form for review. "Sometimes he accepts it, sometimes he doesn't," said Mrs. Carr. "it depends upon the individual s4tuation." The writing of the speech comes easily to Mrs. Carr.

She composes directly on the typewriter, producing one draft only, and at secretaria] speed. "I have the outline in my head," she said. The treasurer apparently is satisfied with her work, for she said:

He thinks my speeches sound just like him. He may not read them in full; but I underline in red thekey points and key sentences, and he reads them and looks up and expands on them. He paraphrases frequently. He's not as comfortable reading as he is just talking. He's even more comfortable when he takes off his glasses and looks at the audience, without referring to notes or a complete text. Unlike the other Cabinet officers, Williams delights it using plenty of statistical matter. He also uses newspaper clippings, which he holds upfor the audience to see as he cites their contents,photographic transparencies, and large hand-drawn charts and figures (prepared by astaff

artist under Mrs. Carr's direction), all of which are designed to provide emphasis as well as to illustratehis

speeches. Occasionally, Mrs. Carr uses the office camera

to produce the photographic transparencies. 63

Although Mrs. Carr, like other Cabinet ghostwriters, usually receives two to four weeks' notice on aspeaking engagement, she usually waits until thedelivery time nears before composing the speech. Like the others, she does this to keep the speech tonic current, andbecause she does not have time to get ahead in her assignments. After the initial draft is completed, it is submitted to the treasurer for review. He usually reads it alone, making notations of changes he wants, andreturns it to her. Rarely does Mrs. Carr consult personallywith the treasurer over a speech in advance ofwriting it. But she frequently confers with him on thecompleted speech. When Williams delivers a speech, he refers tothe text about half the time, deviating broadlyin the opening and closing sections. After delivery, no criticism is made. Mrs. Carr strives to adapt theghostwritten speech

to Williams' own style of speaking:

I don't use any unfamiliar _ords, and Ifollow his own speech and language patterns. I can almost hear him deliver the lines as I write them.

This is a result of her continual study ofWilliams' speak-

ing and delivery, math from t'le platform andin conversation.

What speeches she does not attend are taperecorded for her

later use. Like most political officeholders, Williams can,

and frequently does, speak without aghostwritten text.

Mrs. Carr believes he needs aghostwriter: organized and to prevent . . . to keep his thoughts sidetracking while he isspeaking, to avoid pitfalls, to have a writtenrecord of the speeches,and to provide copies for the news reporters.

Mrs. Carr believesthat Williams speaks far more

forcefully and convincinglywithout a text, and thatfor

him content is far moreimportant than delivery style.

Job Satisfaction

Despite her successes inthe field of ghostwriting,

Mrs. Carr is not totallysatisfied with the profession

"because I get no credit forwhat I do. There's not much

gratification in this kind ofwork." She became a ghost-

writer while working as asecretary for thetreasurer's with speech- chief ghostwriter. As he became overburdened tasks to her. writing assignments, heassigned speechwriting

After she became proficientin the new duties, herjob classification was changed fromsecretary to information

specialist, which includedspeechwriLing duties. "Before had I came to the treasurer'soffice," she said, "I never

, written a speech." Mrs. Carr said shecould not consider herself as a

power 1 -hind thethrone because "it'salmost impossible to Sometimes I can influence the Commissioner[Williams).

talk him into avoiding anissue, though."

Like most of the Cabinetghostwriters, Mrs. Carr

usually agrees with herprincipal's policies. Occasionally,

she will disagree. When that happens, 65

part of the speech soI can live I tone down that opinions are not with myself afterwards. Actually, our They are just strongeror weakerin the same opposite. why he hasvarious positions direction. I can understand politically, why he hassuch opinions. But sometimes I just don't go along onehundred per cent. ethical business. To Mrs. Carr,ghostwriting is an

She reasons: You couldn'tpossibly expect the It has to exist. He has too much Commissioner to writehis own speeches. specialists in otherfields. to do. He has to consult No one Why not in this one? The audiencedoesn't care. The press knowshe relies upon aghostwriter. is fooled. podium that his The Commissioner evenstates from the Once, he evenidentified me speeches areghostwritten. as hisghostwriter. identified Mrs. Carr On the occasionthat Williams his listeners thatif the as hisghostwriter, he advised should consult Mrs.Carr speech was not totheir liking, they approached her about because she hadwritten it. No one ever

any of hisspeeches, she added. changes in theroutine Mrs. Carr wouldnot make any she is accustomedto of ghostwritingspeeches now because university coursesin it. Neither does sheconsider that "They ghostwriting would beof significanthelp to her. she said, "but now might have helpedin the beginning," help." that I'm in thebusiness, they wouldn't in ghostwriting, If university courseswere offered in the eveningsto she suggested thatthey be offered work by day. Even attract professionalghosts who generally ghostwriters must travel agreat deal so, she added, many at home longenough in their work, z.ildthey would not be What courses areoffered, she to complete along course. 66 speeches suggested, should includethe study of contemporary and contemnoraryspeechwriting. Seminars and workshops, lecturers on with working ghostwritersserving as special problems and solutions,would be helpful.

Summary

Mrs. Melinda ManningCarr is unique amongthe the only woman, Cabinet ghostwriters. She is the youngest, in and theonly formerschool teacher. Except for Stratton amount of news the governor's office,she has had the least successful with her writing experience. Yet, she is as with theirs. principal as the otherCab..net ghostwriters are

Although her principalis fifth in line ofseniority the greatest in the Cabinet hierarchy,he delivers by far Moreover, the number of speeches on aweek-to-week basis. insurance to banking subject matter variesfrom finances to the myriad topics to arson and tosafety, in addition to with facts the Cabinet considersweekly. Her files bulge In addition, she must and information on countlesstopics. statistical informa- work into her speecheslarge amounts of

tion and varying numbersof charts and graphs.

Unlike the other Cabinetghostwriters, she attaches of the speech the speech fact sheet tothe finished draft half of the for the treasurer tostudy. She conducts about the rest to research necessary forher speeches, leaving speech, she "can almosthear her assistants. In writing a him deliver the lines asI write them" becauseshe 67 continually studies Williams' styleand pronunciation.

Of all the Cabinet ghostwriters,Mrs. Carr is the only one to want recognitionfor her work beyond the appreciation of her principal and hermonthly salary. She receives little gratificationin watching another take the credit for what she has written.

As far as she is concerned,"it's almost impossible to influence the Commissioner,"but she does succeed occasionally in convincing him toavoid certain issues.

Despite her announceddissatisfaction with the business of ghostwriting, shebelieves it to be ethical.

She reasons that publicofficials must consultspecialists in various fields, "so why notin this one?" The

other Cabinet officers generallydo not admit to relying have upon ghostwriters; onlyt'ie treasurer and the governor

mentioned their ghostwriters fromthe podium. Williams even

identified Mrs. Carr as hisghostwriter and singled her out

of the audience as the personto see if anyone in the

audience was dissatisfied withthe speech. Mrs. Carr's

position is that Williamsis completely open onhis reliance and that, upon ghostwriting,that he is fooling no one, therefore, such reliance cannotbe totally unethical.

Justification by Cabinet Officc:

Treasurer Broward Williamssaid:

I am so busy every daythat I do not have the time to conduct the researchto get the facts for )eeches. I must have somebody whoknows my thinking anmy style of speaking to get thesefacts and put the in the proper sequence to makeit informative and interesting. CHAPTER VII

OFFICE OF THE COMMISSIONER OF EDUCATION

The commissioner of education exercises general supervision over Florida's public education system, certifies teachers, revokes teacher certificates for cause, develops standards for education, selects textbooks, allocates funds for education, approves or disapproves county school budgets, works with the Federal Government in education matters, and provides general leadership in the field ofeducation."

Floyd T. Christian is Florida's first commissioner of education, a post established January 7, 1969, by the

1968 state constitution to replace the post of superintendent of public instruction. Christian, who also was the last superintendent of public instruction, is the sixteenth person to spearhead Florida's public education system.

Christian was the last of three Cabinet officers appointed by Governor urns, assuming the office October 1, 1965, to fill a vacancy left by resignation. Christian's-ghostwriter is Al Erxleben, 49-year-old native of Savannah, Georgia. Erxleben is married and has two teen-aged sons, a married daughter, and two grandchildren, making him the only other grandfather among the Cabinet

40Ibid., pp. 47-50.

68 69 ghosts. Moreover, he is the oldest of the Cabinet ghosts.

His military service consists of a brief period in the

United States Army during World War II, from which he

received a medical discharge.

Erxleben's Background

Erxleben completed two years of basic college work

at the University of Florida before entering thefield of

news reporting. For a quarter of a century, he worked on several newspapers, the last of which was the Jacksonville

Florida Times-Union where he worked for thirteen years,

including two years as education writer. Erxleben has

worked for Christian three and one half years, about a year

less than he has known the commissioner.

Speechwriting Duties and Procedures

Erxleben's official ti-:le is consultant for public

information, a position which requires him primarily to

write the ten or twelve fifteen- to twenty-minutespeeches

the commissioner delivers monthly to various, butmainly

education-oriented, audiences. As consultant, Erxleben works with four professional staff members, andsupervises

five secretaries.

He uses no aids in speechwriting,writing his only

draft without an outline and directly on the typewriter.

In preparing speeches, Erxleben uses three majormethods,

occasionally combining two or three of them: 70

I talk with the commissioner, take notes, and then prepare the speech specifically as thecommissioner asks. Or I call t:pon another staff member in a specialty area to give me the meat and I'll add the potatoes and gravy. Occasionally, the staff member will give me a complete speech, but I write the final copy. Or, the commissioner will give me a memo saying simply, 'Prepare me a good speech for this occasion.' This leaves me pretty much on my own as to topic, phrasing, etc.

Even so, Erxleben studies his principal and his principal's delivery and ideas expressed in speeches and in conversation. If he cannot attend the speech, Erxleben has it tape recorded for later study. "Using this system," he said, "I know what to avoid and where the commissioner places his emphasis." As a ghostwriter, Erxleben wants to make his writing style comparable to the commissioner's speaking style:

I don't know whether I adapted my writing style to his delivery, or he adapted his delivery to my writing style. But I do keep the sentences uncomplicated,which he likes.

This melding of styles, similar to that between the secretary of state and his ghostwriter, stems in large measure from

Erxieben's continual study of his principal and his acute effort to turn out what he considers a good speech, filled with thoughtful and thought-provoking ideas.

Nevertheless, Christian not only can, but often does, speak without a ghostwritten text. "Sometimes he doesn't request a text at all," said' Erxleben, "preferring

to speak extemporaneously." When he speaks without a text,

Christian speaks forcefully and convincingly. Erxleben

believes Christian needs a ghostwriter to prevent i

...1"bilabs...... --...-...

71 record on misunderstanding of whathe says and to go on have the time to specific points, andbecause he does not

prepare his ownspeeches. Erxleben considers thecontent ofChristian's "He prefers to be speeches more importantthan the style.

understood," he said. Erxleben Like all otherCabinet ghostwriters, for a speech recives a copy of eachaccepted invitation of acceptanceis as soon aspossible after the letter fact sheet orother written. Using this instead of a representative of the speechwriting aid, hetelephones the and the type group fordetails about thespeaking situation

of audience to expect. news, the Ideas for speechtopics come from current members, and from files, previousspeeches, other staff it is Erxlebenalone the commissionerhimself. In any case, speech that goes tothe who writes thefinal form of the proposed speech, commissioner. Christian reviews the and returns it to indicates the changeshe wants made, Christian wants Erxleben for compliance. The changes involve adding ordeleting usually are inwording or they accepts the sentences or phrases. Generally, Christian it closely. speech as writteninitially and follows

Occasionally, saidErxleben, Christian highlights of aprepared speech . will take the . . In this case, and make up a newspeech on thepodium. but differentwords and he will be usingthe same ideas he will Quite often whiledelivering a speech, phrases. Because of elaborate a coupleof his own sentences. delivery. this, he will sometimesstumble in his 72

Erxleben receives asmuch as threemonths' notice sometimes the noticeis on a speakingengagement, though about one month. Nonetheless, only overnight. The average sense of urgency when he writes a speech,he writes it with a time as possible because he waits until asclose to delivery his speech to give the speechcurrency. He tries to prepare Christian within the week ofdelivery. This is because Moreover, prefers to have hisspeeches topical andcurrent. requiring Erxleben Christian does not likestock speeches, Generally, to write a neTspeech for eachspeaking situation. Cabinet ghostwriters, Erxleben complies, butlike the other speeches whenappropriate. he frequently exerptsfrom previous occasion is extremely An entirely newspeech for every of topics that difficult because of thelimit to the number this is morediffi- may bediscussed. In Christian's case, speeches related to cult because helikes to keep his his speechwritingtechnique: education. Erxleben described out the speech asquickly as I generally crank deserves deep and pene- possible. But a good speech trating thought tomake sure theideas hang together Sometimes at home I and are in logical seuuence. I don't like todo dream up newphrases and ideas. speech; I like thethoughtful, the a hack job on a not the thought-provoking, thefactual approach, philosophical approach.

After the speechis delivered tothe commissioner, what it contains"if I Erxleben usuallyadvises him about should be awareof." To feel there mightbe something he contain any hiddenitems, make certain thespeech does not in the area wherethe Erxleben contactseducation officials

speech is to bedelivered: 73 controversies, problems, . . . to learn of possible etc. The last thing I want to do is gethim [Christian] to take a position that isunpopular with the people of the area on a local issue.

Job Satisfaction

Erxleben generally agrees withChristian's policies:

Sometimes I don't. But in general I have tothink pretty much as he does. I wouldn't have acceptedthe job if he and I didn't think prettymuch the same.

He likes his job. He is a professional, and a perfectionist. But he became a ghostwriterin the same manner as did most of theother Cabinet ghostwriters: "the boss just handed me the task; I never wasa speechwriter before." Erxleben would like to berelieved of his other duties to be able to devote moretime to writing speeches. He reasons: I put words on paper as thecommissioner wants them. I don't consider myself ahack because I attempt to turn out good work. I pride myself onturning out a good job. In some ways this job is far moredemanding than my old newspaper job. In working for a public figure, I have to be careful not to gethim out on a limb, or embarrass him or hurthim in any way.

To protect the commissioner,Erxleben sometimes avoids putting into a specich'ideas thatwould take too many words to explain or that could openanother subject that might not be worth the additional timeand effort to explain inthat particular speech. Although Erxleben does not try toforce the

commissioner to adopt anyparticular position, he does try

to modify the commissioner'sposition on some issues: 74

I talk with him to make him aware of some things he may not be aware of. I advise him, not so much to make him avoid issues, but to keep him informed so he can make the right ision.

Erxleben views the business of ghostwriting as ethical, a legitimate job. He reasons:

For a public official to keep up with everythinghe is involved with--no one man can do that-- certain responsibilities have to be assigned. Speechwriters are as legitimate as any staff member whocounsels with the commissioner on the proper time to sell capital outlay bonds [one of Christian's duties]. The speechwriter is part of a team the commissioner has gathered toassist him in carrying out his duties and responsibilities, and to advise him on various problems.

Erxleben added that he seeks advice from expertsbefore making his own decisions, "so why shouldn't the commissioner?" Erxleben believes universities could be of service to ghostwriters by(1) providing a short course in speechwriting because "many speechwriters have had no trainingin

the job," and (2) providing research services.

Summary

Al Erxleben, the oldest of the Cabinetghostwriters,

isi a perfectionist. He is not content with merely writing speeches for his principal, he keeps his workcontinually in

mind, dreaming up new phraser and better ways ofpresenting

information, even after he goes home for the evening. He

doesn't like to do a hack job on a speech, eventhough he

composes them as quickly aspossible. Hence, the additional

thought he gives each speech, and the pride he hasin each.

Erxleben is one of two Cabinet ghostwriterswithout

a college degree--Bradfordof the comptroller's office is 75 his lack of formal only other--but he morethan makes up for experience as a education with a quarterof a century of "-adford has twenty-four years news reporter. Intere-,t',-- experience as a news re Al men arcg_andfathers, and they are the two Cabinet ghostwriters. writes Like the other Cabineghostwriters, Erxleben the type- his speeches without anout. ...nd directly on .1cipal after composingthe writer. He confers withhis p than not accepts speech but thecommissioner more often the fact that Erxleben's work. This is due largely to making Erxleben studies thecommissioner continually, Christian's speaking certain that hiswriting style matches Erxleben's writing styleand Christian's style. As a result, the secretary of speaking style havemerged like those of content of state and hisghostwriter. Erxleben believes the than the delivery Christian's speechesis more important rather because the commissionerprefers to be understood

than entertaining. attitudes Erxleben tries tomodify the commissioner's of things, toadvise him on some issues,to make him aware but to keep him "not so much to makehim avoid issues,

informed so he canmake the rightdecision." and legitimate, To Erxleben,ghostwriting is ethical not have thetime to both because thepublic official does ghostwriter is part write his own speeches,and because the gathers around himto help of a team thepublic official

him carry out theduties of his office. 76 'rustification by CabinetOfficer

Commissioner of EducationFloyd T. Christian said: work I It would be impossiblefor me to do all the have to do and writespeeches too. There isn't that much time. I cannot do bothregularly. Occasionally, extremely rare. I do write a speechin full; but this is speech of welcome I never call for aprepared tea for a times I don't to any group. I've done that so many need a prepared text. CHAPTER VIII

OFFICE OF THECOMMISSIONER OF7GRICULTURE

supervises all The commissionerof agriculture providing leadership, matterspertaining toagriculture: and welfareof consumers administering lawsfor the health inspectingfertilizers, feeds, of farm andrelated products, desserts,pesticides, seeds, petroleumproducts, frozen products, anddisseminating fruits, vegetables,and milk 41 agriculturalinformation. is Doyle Conner, The commissionerof agriculture Conner wonhis office in a the seventh tohold the post. first assumedhis duties state-wide electionin 1960 and legislative serviceas a rep- January 3,1961, following He wasspeaker of the resentative fromBradford County. hold the postin Florida house in 1957,the youngest to 42 history. a 28-year-old Conner's ghostwriteris John Hayes, who was rearedin Fort native of NiagaraFalls"Vew York, and the fatherof two young Lauderdale. He is married

41Ibid., pp. 51-54.

42Ibid., p. 51. 77 78

children, a boy, four, and a girl, one. Hayes, who super-

vises one secretary, has the official titleof assistant

to the commissioner, a job he has heldonly four months..

Hayes' Background

Before his appointment as ghostwriterfor Conner,

Hayes served as one of several membersof the public information department staff who occasionallywrote speeches.

He became the sole ghostwriterfollowing the resignation of

the chief ghostwriter when Connerdecided to restrict the

speechwriting duties to a single staff memberfor continuity.

Hayes, who has no military service,received his

bachelor of science degree in 1965 fromthe University of

_Florida where he majored inbroadcasting and minored in

political science. Following graduation, he joined the

staff of Miami Television Station WTVJand was assigned almost immediately to the one-manTallahassee office as

bureau chief and capital correspondent, anassignment he

held for four years. Hayes is the only Cabinetghostwriter

with a background in television newsreporting.

Speechwriting Duties and Procedures

As assistant to thecommissioner, Hayes has the sole

responsibility for writing all of thedozen or so fifteen-

to twenty-minute speechesConner delivers monthly tovarious,

but mainly agriculture-oriented,audiences throughout the

state. The only speechwritingaids Hayes uses are a

skeleton outline of the subjectmatter of each speech,and 79 the fact sheet developed by the treasurer'soffice

(Appendix G). Hayes composes directly on thetypewriter, drawing from his research notes and hisknowledge of what the commissioner wants in a speech, andfollowing in general the sketchy outline he developed.

Hayes conducts his own research,including searching the files and interviewing either thecommissioner or one of his many specialist staff membersfor speech ideas. Occasionally, Hayes will farm out a speech to astaff member with expertise in a particular topic. But even though the specialist provides a comp',e speech, Hayesrewrites it to conform to Conner's own speakingstyle. Although each speech is tailored to theparticular speaking situation and audience, Hayes tends to carryover information from speech Lc) speech. Like the other Cabinet ghostwriters, Hayes receives notice ofspeechwriting assignments from overnight to several weeksin advance. The

average is two weeks. And like the other Cabinet ghosts,

Hayes waits until the delivery time nearsbefore sitting to

his typewriter. He, too,':ants a speech with a current

theme. In general, Hayes writes onerough draft of each

speech, and he edits it. Then he prepares a good copyand

submits it to the commissioner forconsideration. More

often than not, Conner accepts thisdraft. Occasionally,

though, on a speech of majorimportance, Hayes confers with

Conner over specific points beforepreparing Cie final

draft. 80 tries toanalyze the Using the factsheet, Hayes speech to itsparticular n ,ds. audience so he canadapt the to adaptthe speech to Nevertheless, hismajor aim is words words he usesin conversation, Conner. "I use only said Hayes. with which heis familiar," Cabinetghostwriters, Then, unlike anyof the other "to speech aloudto himself Hayes readsthe completed hear it to the ear. I must determine theeffect upon his This apparentlystems from determine theeffect." he for television. He believes experience inwriting news "I ask capturing Conner'sstyle. succeeds fairlywell in said, criticism of myspeeches," he other staffmembers for Moreimportantly, Conner "They tell methey likethem." speech, of how muchhe likes a likes them. But regardless the text as aguide to frequently, using Connerparaphrases he "When he comesto a point keep histhoughts inorder. sticks though," Hayessaid, "he really wants toput across, forcefully To Hayes,Conner speaks to the textfor that." "If he's the speechtext. no matterhow he handles added. he's eIn moreforceful," he interested inthe topic, ghostwriters who Hayes is onecf the fewCabinet this through speaking. He does criticizes hisprincipal's audiencereaction. Conner,emphasizing adiscussion with criticizing his ownspeeches Hayes goes onestep further, He combines delivery andmaking notes. by listeningto the commissioner the discussionwith the this selfcriticism with the compositionof succeeding in an effortto strengthen

speeches. 81

Hayes has different ideas about the rolesof content and delivery in speeches. He believes that the content of a speech suffers without a goodstyle, an entertaining style:

A speech is very much like music. It builds up. It has high points and low points It has to build up to keep the audience interested.

Job Satisfaction

Hayes' views about his job as ghostwriter are similar to those of Bradford of the comptroller's office and different from the other Cabinetghostwriters:

This job is more enjoyable than I thought. I can express some of my views through thecommissioner. It gives me an inner satisfaction. I like to think I am helping make Florida a better place to live.

Like most of the Cabinet: ghostwriters, Hayesjoined their ranks almost by chance: The commissioner thought I had the expertiseand the background to do the job, so I was assigned toit. He saw the need for a continuousline of thought and speech style. I was mighty pleased when he picked me.

Like some of the Cabinet ghostwriters, Hayes con-

siden nimself an advisor to the commissioner, seekingto

influence Conner's attitudes by explaining public is . . . onthe basis of knowledge what the is concerned with and what would be goodfor him to say. But Conner is the final judge. That's as it should be.

Hayes usually agrees with Conner'spolicies: "He's

the boss. I serve him. I do what he wants." Nor would he

make any changes in the ghostwritingsituation in his office.

"I am pretty free to do what I want," hesaid. 82

Hayes considers ghostwriting anethical business:

Speakers, especially political speakers,don't have time to write their own speeches. They have too many other things to do. I would rather have a publicofficial do his job and not spend his timewriting speeches. Ghostwriting is part of political life.

Hayes suggested that universities makeavailable to ghostwriters such research information thatthey need from t le to time. "We need a bank of facts," hesuggested.

Summary

John Hayes, the only Cabinet ghostwriterwith television news reporting experience, is theonly Cabinet ghost who reads every completed speechaloud to himself

"to determine the effect upon the ear. I must hear it to determine the effect." This unigae method apparently is highly successful for he says Conner acceptsthe vast majority of his speeches without modification. Another reason for his success is the factthat he studies Conner

cor ually, and strives to adapt allhis speeches to

Conner'. tyle of delivery. "I ise only words he usesin

conversation, words with which he isfamiliar," said Hayes.

Hayes is fortunate in that hisprincipal speaks forcefully regardless of whether he reads from atext,

speaks extemporaneously, or uses a text as aguide. "If

he's interested in the topic," saidHaN-es, "he's even more

forceful." Although Hayes criticizes Conner'sspeeches through

audience reaction, he criticizes himself even morerigidly 83 these two through the samemedium. Then, he combines the compositionof criticisms in aneffort to improve succeeding speeches. ghostwriter for aCabinet Hayes enjoyshis job as expression ofideas, officer, particularlythe freedom of "I can expresssome of my that his principalallows him. commissioner," hesaid. "It gives own viewsthrough the helping makeFlorida me aninner satisfaction. . . . advisor He considershimself an a betterplace to live." reaction toConner's proposals. who suggestspossible public ethical if onlyto free To Hayes,ghostwriting is task ofspeechwriting so he the publicofficial from the rather of his office. He would can carryout the duties job and leavethe speech- have the publicofficial do his "Ghostwriting is partof political writing to others.

life," he said.

Justification byCabinet Officer Conner said: Commissioner ofAgriculture Doyle prepare the manytech- I would nothave the time to do all theresearch, write nical paperscalled for, to the phone callsnecessary. all the lettersand make all days a week onsuch matters. I could spendtwo or three is facts in a speech. The public The public expects interested in guesswork entitled to know. They are not and current. on my part. Vmust be accurate CHAPTER IX

SUMMARY AND CONCLUSIONS

In the FloridaCabinet, the "average"ghostwriter children, a bachelor's is a 35-year-old marriedmale with two degree in either government orjournalism, and more than He has been a eight years' experience as anews reporter. has known his Cabinet ghostwriter morethan three years and

principal twice that long(Table 1). He became a ghost- accepted writer almost by chance,discovering after having public informationthat a jobinvolving public relations or speechwriting was one of theduties. his own The "average" Cabinetghostwriter conducts outline, research, writes hisspeeches in full,using no

completing the task in twodrafts as rapidly aspossible,

usually in about fourhours, and submitshis finished work

directly to his principalfor consideration(Table 2). changes in Generally, the speechis accepted with minor following wording and arrangement. Criticism of the speech

delivery is either sketchyand informal, ornonexistent

(Table 3). some Six of the Cabinetghostwriters have developed situation to help sort of fact sheetabout the speaking

84 25 them prepare speeches (Table 2). The others use the speaking invitation correspondence for the same purpose.

The "average" Cabinet ghostwriter receivesovernight J to thirty days notice on speechwritingassignments. The average is two weeks. Every Cabinet ghostwriter said he occasionally receives overnight notice for even major speaking engagements (Table 2). They all reported success in producing acceptable speeches on time.

Ideas for speech topics generally comefrom the principal or from his top-level advisors, of whomthe ghostwriter is one. When ideas come from someone other than the principal, those ideas always are consistent with current

policy. Ideas that are found in the files orin previous

speeches are, of course, current policy. Although this emphasis upon current policy is maintained, it does not

mean that the ideas are necessarilybland. On the contrary,

many speech ideas are controversial.

Every Cabinet ghostwriter, except George A.Allen,

office of the comptroller, has a close workingrelationship

with his principal, having access to him almostwhenever it

is necessary. In Allen's situation, since heis lower in the office hierarchy, actually working forthe chief ghost-

writer, and his office is two hlocks away, hedoes not have

access to his principal asreadily as do the other Cabinet

ghosts. Nevertheless, he does have ready access toBradford, his immediate superior, to whom he mustsubmit his completed

speeches for consideration. r

The "average" route of aghostwritten speech from

acceptance of the invitationto delivery is rather

uncomplicated and direct. When the principal'ssecretary sends writes a letter accepting aninvitation to speak, she This a copy of thecorrespondence to theghostwriter. the speaking date. occurs aboutthirty days in advance of

The ghostwriter, or anassistant, contacts theofficial representative of the group bytelephone, securinginforma-

tion to complete a factsheet describing thespeaking is completed, the ghost- situation. After the fact sheet writer confers with eitherhis principal or hisprincipal topic for and other top-leveladvisors on an appropriate either from agree- the speech. Selection of the topic comes As ment among the group ordirectly from theprincipal. ghostwriter, or an soon as the topicis determined, 010 facts from assistant, researches thebackgroul._ to provide

which the speech iscomposed. About one week beforedelivery date. theghostwriter sheet and, using collects the researchmaterial and the fact of the topic all of that informationand his own knowledge directly on the type- and his principal, composesa speecb This rough writer, using no outline,in about four hours. draft is draft is edited by theghostwriter and a sLpoth

prepared by a secretaryfor submission tothe principal. speech, the The ghost and hisprincipal confer over the principal reading it andmaking comments andsuggestions,

and the ghostwritertaking notes. Changes requested 87 usually are minor, mostly inwording anu sentence structure.

Rarely is a speech rejectedin full.

After the requested changes aremade, the ghostwriter's secretary types the soeechin large type on plain white paper for use by the principalin delivery. The speech also is copied on a picatypewriter and reproduced fordis- tribution to the news media. En route to thespeaking site, the principal reads the speech oncemore, makingadditional changes with a pencil andunderlining words or phrases he wishes to emphasize. When he delivers the speech,he usually makes additional changesin supporting argument based upon his conversationwith members of the audience immediately in advance of thespeech. Moreover, he paraphrases broadly, using the preparedtext more as a guide to prevent his omitting topicshe wishes to include. Rarely

does he read a speechverbatim. If copies of the original

speech are distributed tothe news media, the newsreporters

present are expected tomake whatever correctionsnecessary speech. to make the prepared textconform to the delivered Thus, the "average"Florida Cabinet ghostwriter gubernatorial ghost- compares favorablywith the "average" 43 writer that Dr. Freshleydescribed in his 1965 study. in Both are 35-year-old maleswith a bachelor's degree journa2ism or government, whohave known theirprincipal weeks' notice on four years. They receive two to six speechwriting assignments and,after securing research

43Freshley, "GubernatorialGhost Writers." 88 information on the speechtopic from various sourcesin the office, write their speechesand review themwith their believe that content principals. Both "average" ghostwriters speech. and delivery are importantelements of an effective

The main difference betweenthe present studyand that of Dr. Freshley liesin the type ofinformation sought information acquired inthe by each. In addition to the present study, Dr. Freshleylearned that the "average" gubernatorial ghostwriter believesthat listening to or reading speeches is the mostinfluential factor in his lies present theory of speechwriting. Another difference

in the belief by the"average" Florida Cabinetghostwriter the greatest that government andhistory courses ar,, belief of the value to his speechwriting duties, and the

"average" gubernatorialghostwriter that English courses

are of the greatestvalue. History and government courses

placed a poor second andthird, respectively, among gubernatorial ghostwriters as coursesof value.

Moreover, each of theFlorida Cabinetghostwriters, of agriculture, except John Hayes,office of the c missioner Hayes has duties in additionto those ofwriting speeches. of the is strictly a ghostwriter. Bill D. Eirls, 'ffice companion for attorney general, servesalso as a traveling duties his principal. The others combinetheir ghostwriting composing with such other duties aspreparing news releases,

the office house organ,setting up news conferences, 89

designing brochures, and themyriad other tasks inherent

in a public informationoffice.

Conclusions

The "average" FloridaCabinet ghostwriter does not

consider himself a power behindthe throne, but he doestry

to influence hisprincipal's attitudes on variousissues

by presenting facts andpersonal opinions (Table3). lie is

successful only to the extentthat his principal wishes to

heed his suggestions. The only changes the"average" Cabinet ghostwriter

would make in the ghostwritingprocess are toeliminate some to of his other duties whichtake time from ghostwriting,

involve his principal morein the development of the

speeches, and to secure, somehow, moretime and more

help (Table 3), Most of the Cabinetghostwriters consider their

profession as basically amechanical process, comparingit taking dictation. Richard B. - to that of a secretary's Knight, office of the attorneygeneral, expressed theview

nicely, saying: All the ghostwriter doesis understand thesethings beliefs, the principal's politicaland emotional ideas, and opinions] a_d putthem into a style he candeliver. education, Allen Al 'rxleben, office ofthe commissioner of and and Vernon E. Bradford,office of the comptroller,

Mrs. Melinda Manning Carr,office of the treasurer, agree that that ghostwriting is justanother advisory position, 90 ghostwriter and otheradvisors the onlydifference between a advice in the formof a is that theghostwriter puts his not only onsubject speech, therebyadvising his principal matter but also ondelivery. his Each of the Cabinetghostwriters believes convincingly without a principal can speakforcefully and even moreconvincingly prepared text, that,in fact, he speaks that his principal without a preparedtext. Yet, each agrees (1) to keep an needs a ghostwriterfor several reasons: (2) to avoid mis- official record ofwhat is beingsaid, especially the news understanding by thelistener and the news media,(4) to reporter, (3) toprovide copies for and (5) to serve as keep the speaker'sthoughts organized,

a guidein delivery. agrees thathis Each of theCabinet ghostwriters frequently to keephis principal must makepublic speeches to explain his name and his programsbefore the public, and to provide an position on variouscurrent issues, people's office henolds. account of hisstewardship of the speeches a secondarypart Since the ghostconsiders these ghost wouldrather of his principal'sofficial duties, the time to administerthe officeand see theprincipal use his

leave the speechwriting to others. is convincedthat Each of theCabinet ghostwriters that the Cabinetofficials the people ofFlorida are aware their own speeches,and that do not have thetime to prepare Both the governorand the they rely uponghostwriters. 91 treasurer have acknowledgedfrom the podium on occasion

that they rely upon ghostwriters. The other Cabinet officers but they do not publicize theirreliance upon ghostwriters,

do not deny having someoneelse write their speeches.

Each of the Cabinetghostwriters believes he

receives far more ideas for speechesfrom his principal than

he initiates. Each of them studieshis principal to .

ascertain style of speaking,pronunciation, use of words

and phrases, and thought processesto help him compose

speeches that reflect hisprincipal realistically. Only

Ed McNeely, office of thesecret 7.-y of state, andErxleben

said their writing styles andtheir principals' speaking

styles merged into athird style. The other Cabinet ghost-

writers say they try to adapttheir writing styles totheir

principals' speaking styles. None of the ghostwriters

deliberately use words orphrases that their principalsfind in a speech, it uncomfortable. If such words are included

is ,inadvertent. Seven of the nine Cabin etghostwriters like their 6 and jobs without qualification. The other two, Mrs. Carr Knight, like their work, butthey have reservations. of Mrs. Carr is not totallysatisfied with the profession in writing for another. "There's not much gratification what this kind of work," shesaid. "I get no credit for favorite I do." Knight said ghostwritingis not one of his

pursuits. 92 have definiteideas Most of theCabinet ghostwriters be of serviceto theprofession. on howuniversities could should provideghost- Collectively, theybelieve universities (3) research (2) access tothe library, writers: (1) seminars, in speech idea bank,and (5) courses service,(4) a fact or and techniques andresearch methods writing andghostwriting suggested that coursesbe offered materials. Mrs. Carr ghostwriters, who permit professional during theevenings to But she, advantage ofthem (Table4). work by day,to take in ghostwriters, wouldnot enroll like the otherCabinet late for thatnow, thatshe such courses,saying it is too at it. has learned herprofession by working university couldprovide, As for theother services a The FloridaState University universities ingeneral (and libraries. provide ready accessto their 'in particular) of them expertin their Moreover, theirfaculties, most willing to helpsuch fields, usually aremore than of ghostwriters inthe course professionals asthe Cabinet

their duties. above, it isobvious Therefore, inlight of the department ofspeech that theFlorida StateUniversity useful serviceto practicing probably cannotprovide any level ofFlorida certainly not atthe Cabinet ghostwriters, speech should Nevertheless, thedepartment of government. establishing a coursein the give seriousconsideration to ghostwriting,designed to principles andpractices of 93 attract the practicingghostwriter but aimed expressly toward the prospectiveghostwriter. Such a course added to thepresent speechcurriculum could provide a new routeinto the profession ofghostwriting, by-passing the present "average"route through theprofession of journalism. With such a program, TheFlorida State University of could lead rhetorical criticsinto modern acceptance this ancient profession, aprofession that originated as a service to the people, andcontinues to perform such a function.

The Cabinet officersrecognize their reliance upon ghostwriters, saying it is largelythrough the efforts of this group that they candeliver the many publicaddresses

for which they arecontinually called upon. They recognize daily operation of that the ghostwriteris essential in the

government, freeing theCabinet officer from thetime- enabling him consuming requirements ofspeech writing, and affecting the people. to devote moretime to matters directly

)9 TABLE 1.--Ghostwriters' Age Demographic Background News Ex- Years On Years writerGhost- 29 Sex Married Yes Children2 boys Education BA 2 yearsperience Military 0 Job 2 Knew Boss 2 AllenBradford 2547 M Yes 13 boysgirl college31/2 years newspaper24 years USAF 6 yrs WW2 SSGT 5 12 Carr 38 F Yes 1 boy 0 BA newspaperh 8year years 8 yrs KW 0 521/2 721/2 lf,4=. Eirls 49 M Yes 1 2girl boys BA radio25 years 1/2USAF yr SSGTWW2 31/2 41/2 HayesErxleben 3328 M Yes 1 boygirl 2 years BS TVnewspaper4 newsyears USA 0 4 6 Knight 38 M No 3 boys 0 LLBBBA 4newspaper9 years USAFR A3c 6 yearsyrs KW 711/2 15 7 McNeely 34 M Yes 2 boys BS Nonenewspaper USMC SSGT 6 years 11/2 Stratton M Yes BSBA (Ins.) USMCR SGT 4 % TABLE 2.--Ghostwriters' Speechwriting Procedures No. of Reads writerGhost-Allen No. Days 1-30 AllenResearchConducts AllenWritesSpeech In DetailOutline l.ids one Drafts 2 Aloud No Bradford Edits BradfordCarr 1-451-30 StaffCarrBradford CarrBradford No FactNoneSheet 1 No Treas.Compt. Eirls 1-30 Eirls 'Eirls Sketchy SheetFact 4-51 NoNo EducationAtty.Comm. Gen. of (71 HayesErxleben 1-601-90 HayesErxleben ErxlebenHaves Skeleton No FactNoneFactSheet 1 Yes Agri.Comm. of McNeelyKnight 14-60 1-30 McNeelyStaff McNeelyKnight No FactSheet 21-2 No AssistantAdminis.Atty. Gen. Stratton 1-30 Staff Stratton No FactSheet 1-2 No Governor 1 96

TABLE 3.--Ghostwriters' Influence

Speech Influence Desired Ghostwriter Criticism Over Boss Changes Using Facts, More Boss Allen None Philosophy Involvement More Boss Bradford None Part of Job Involvement

Carr None None None

Occasionally, Through Eirls Informally Suggestions None Seeks to Erxleben None Mitigate More Time Explains Pub- Hayes Informally lic Opinion None

Occasionally, Using Facts, Knight Informally Opinions None

Formal Using SpeechMore Boss McNeely Evaluation Facts Involvement

Seldom, More Staff 'Stratton Informally Part of Job Assistance TABLE 4.--Ghostwriters' assistance and courses undergraduate areas .1 offered to ghostwriters of study and and prospective their recommendations ghostwriters Recommended for academic writerGhost-Allen MajorHistory Undergraduate Government Minor Seminars on Ghostwriting AssistanceAcademic Speechwriting Techniques Courses BradfordCarr JournalismGovernment GovernmentEnglishSociology AccessCurrentSeminars, to ProblemLibrary Workshops; Solutions GhostwritingEvenings..ontemporaryResearch Methods Techniques Speech and in EirlsErxleben NoneSpeech JournalismNone AccessResearch to LibraryService MaterialsShortSpeechwriting Courses in HayesKnight JournalismLawGov't/History GovernmentEnglish FactIdeaResearch Bank Bank Service, NoneNone McNeelyStratton EnglishBusiness JournalismSoc.Literature Science NoneUndecided None CHAPTER X

EPILOGUE

My research into thespeechwriting operations of ghostwriters in the FloridaCabinet grew out of a combina-

tion of three careers in onelifetime: fourteen years as

a governmental newsreporter for The AssociatedPress,

four years as chiefghostwriter for FloridaTreasurer Broward Williams, and two yearsof studying andteaching in

the department of speech atThe Florida StateUniversity.

These three facets of the samegeneral discipline of

communication gave me a perspectiveunique in the field of speeches of all des- public address: (1) from reporting

criptions for the daily AP newsreport,(2) from writing state speeches of all descriptionsfor delivery by a major

official, and (3) from thestandpoint of the rhetorical

critic. During my years with theAP, I was exposed tothe during my demands of the news reporterfor speech content;

years with thetreasurer, I was exposedto the difficulties study and of writing speeches;tand during my years of

teaching, I was exposed tothe concern of therhetorical forces in critic about how speechesshould be studied as

the fabric of society. 98 99 with the content The news reporteris concerned more speaker accepts full of the speech andthe fact that the responsibility fr'r the contentregardless of who writes the speech. with the ideas The ghostwriteris concerned more that the speaker themselves than withtheir origin, knowing regardless of accepts fullresponsibility for the content speech topics who writes the speech. Moreover, ideas for In addition, generally originatewith the publicofficial. successfully, the ghostwriter isconcerned with imitating

in writing, hisprincipal's speaking style. The student ofrhetorical criticism isconcerned speaker, the audience, with the speechwriter as well as the speech is an and the speakingsituation, knowing that the and the interaction among thespeaker, his audience, background of the speechwriter, occasion. Knowledge of the is essential for proper as well as thatof the speaker, evaluation and criticismof a speech. with This thesis resulteddirectly from my concern criticism by the the possiblecontamination of rhetorical the subject ghostwriter who, accordingto many writers on influence upon their of ghostwriting, mayexert profound

principals. Throughout my four-year careeras chiefghostwriter advisors, includinghis for Williams, neverdid any of his directly. ghostwriter, change hisattitude on any issue 100

unless he Williams, a wilful person,reject 1 any change position to make first considered everyfacet of the new at least not to his sure the change wasfor his benefit, or detriment. Sometimes, he erred. for making his A striking exampleof this penchant listened to his entire own decisions wasthe afternoon he he ought to take eleven-member advisorystaff on a position insurance rates. concerning a proposed programof regulating would make before The occasion was to preparea speech he agents. Williams the state-wideassociation of insurance questions and making listened to everysuggestion, asking what the suggestions of his own,and finally agreed to I prepared the advisory staff recommended. As ghostwriter, staff had agreed upon. speech according towhat he and the speech, saying it Williams accepted thefinal draft of the speaking style properly. had captured thesubject and his agents, he leftthe Yet, when he rose tospeak before the entirely different speech in his chairand delivered an Unfortunately, speech taking anentirely differentposition. and adopted it was a poorposition. Later, he reconsidered staff. the initialsuggestion made by the ghostwriting career, During aboutthree-fourths of my treasurer, thusbeing in a I traveledextensively with the the myriad position to discusscontinually his position on As a result, Iknew not subjects of interestto his office. 101 only what he thought about nearly everysubject, but also the thinking process by which hereached each position.

Consequently, when I wrote a speech forhim, I merely gave him his own ideas, couched in language as nearto his own as possible. It did not take me long todiscover that he was most convincing whenhe addressed his audience con- versationally rather than in a formal speakingstyle, when he spoke from his own knowledge ratherthan readin6 from a prepared text. Despite this ability, Williamsdemanded a complete text for every spe ing situation, declining my suggestion that I give him only sets offacts from which he

could build his own speech. The few times he agreed to my

suggestion resulted in more enthusiasticreception of his

speeches. Actually, because of his quarter of acentury of

enperience in the insurance and bankingfields, Williams

had extensive knowledge of hisoffice. Moreover, he was

capable of utilizing this knowledgein discussions and other

speaking situations. . In the beginning of myghostwriting career, I would

criticize his speaking. I found myself repeating the same

admonitions: he talked too rapidly, hecovered too many. subjects, and he would notexplain technical points to a

lay audience. Eventually, I ceased volunteeringcriticisms

of speeches, limiting myselfto: "The audience seemed to

respond favorably," when heasked my opinion. Criticism did

not produce changes inWilliams. 102

Williams did not merely accept his reliance upon a ghostwriter. He seemed to delight in it,making frequent mention of the fact that I was the "fellowwho writes my speeches." Twice, from the podium, before he beganhis speech, he pointed me out in the audience,identifying me by name, and said: "That's Doug Starr. He wrote this

speech for me. If you like it, fine. If you don't like

it, see him." Both times, the audience acceptedthe incident

as humorous. I squirmed, not because Ibelieved he should

have hidden his reliance upon aghostwriter, but because I

believed at the time that the writerof the speech counted

for little since the speaker wasaccepting full responsibility

for the content. Like my fellow Cabinet ghostwriters,I viewed ghost-

writing as part of political life. I have not changed my

opinion. The seven men who serve inFlorida's Cabinet have

a definite need forghostwriters. Their daily duties are

fan too demanding to permit them theadded luxury of being

able to write their own speeches. They are far' too busy

administering the complex duties oftheir state-wide offices of to be able to conduct theresearch and draft the reports their administration that they make tothe people in the

form of speeches.

Most of the ideas foundin Cabinet speeches originate

in the minds of the Cabinetmembers themselves; they arenot

usually the product of theexecutive ass:;cfants, top-level

advisors, or ghostwriters. 103

Florida's Cabinet officials were elected by the people to provide leadership in their offices and todirect others on courses of action for the overall benefitof the people of Florida. Just as they gather round them employees to do the routine work of any office, so dothey rather ghostwriters to do the routine work of putting theirideas and their words into the form of a speech thatthey can deliver to the people. In 1965, Dr. Robert T. Oliver, formerghostwriter and retired professor of speech at Pennsylvai-iaState

University, wrote that when the age of ghostwriting was ushered in during the early twentieth century, thespeaker was destined to become "less theoriginator and the architect 44 of policies and more their expositor anddefender." But this has not come to pass in Florida. Instead, the presence of the ghostwriter, ?nd his ability to capturehis principal's ideas and speaking style rapidly, has taken an enormous burden from the public official. With the ghostwriter on his staff, the Cabinet officerhas time to think reflectively and to originate policies that others aredirected to implement. In this way, the ghostwriter more than proves his value not only to his principal but also tothe people of Florida, to society in general.

Although many rhetorical critics havevoiced concern

over the years about the presenceof the ghostwriter and his

44Robert T. Oliver, History of Public Speaking in America (Boston: Allyn and Bacon, Inc., 1965), P. 515. 104 contaminating effect upon theauthenticity of speeches, this may not be as severe asmight be supposed, at least inthe

Florida Cabinet. Contamination comes when anotherparty forces his influence uponthe principal, forcing his own thoughts upon the speaker byrequiring him to read the poared text. This has not been found tohappen in the

Florida Cabinet. Although the lack of timebecause of the press of his officialduties does, in a sense,force the

Cabinet officer to rely uponghostwriters, the Cabinet officer is not bound to accept anysuggestion or speech submitted, regardless of whosubmits them. Nor is he bound to follow the proposedspeech. In fact, in the Cabinet, only the secretary of statereads his prepared textsverbatim. follow The governor, treasurer,and commissioner of education

a large percentageof their prepared texts;but they also paraphrase broadly, adding,deleting, and changing the written speech to suit theirfancies at the moment of

delivery. The others generallyparaphrase, using the prepared text as a guide only.

Moreover, the ideas that arepresented in the ghost-

written speeches must conform tothe policies of the

individual Cabinet officer, tocommon sense, to good govern-

ment, and to theCabinet officer's program forattaining

re-election in the nextstate-wide campaign. from The ghostwriter inthe Cabinet is no different The any other top-leveladvisor on the principal'sstaff.

major difference is thatwhere the average advisorvoices 105 his recommendations, the ghostwriter writes his in speech form. The advisor recommends ideas; the ghostwriter recommends ideas and ways of saying them. Actually, the ghostwriter initiates fewer ideas than do the other advisors because the press of his other duties gives him precious little time for deep analytical thought, which must be conserved for speechwriting duties. Most of the time, he writes his speeches as rapidly as he can operate the typewriter, hurrying because he usually is close to the deadline, and because he has other things to do that must be done. This is not to say that the speech has not been thought out carefully because the ghostwriter usually develops the speech mentally long before sitting to the typewriter. After the speech is written, the principal reads it for content and style, consulting with the ghostwriter and suggesting changes to conform to his own thinking and style. These suggestions are orders. The changes are made.

Since the ideas contained in ghostwritten speeches are initiated for the most part by theCabinet officer himself, and conform to his policies entirely, the Cabinet ghostwriter does not contaminate the authenticity of a

Cabinet officer's speech any more than any of his other

advisors. Moreover, since the Cabinet officer usually usesthe

speech more as an outline, in case his mind goes blankwhen

he steps upon the podium, than as a speech to be read,the 106 prepared text usually is not the speech deliveredby the

Cabinet officer. The only exception to this is the secretary of state who reads his speeches verbatim. But his ghostwriter, Ed McNeely, believes that he hascaptured Adams' speaking style so well, and that Adams hascaptured his writing style so well that the two styles havemerged into a third style which now hasbecome Adams' style-

In any case, whatever study of thespeeches of

Cabinet officers is to be made must include astudy of the ghostwriters and their techniques, as well as astudy of the

Cabinet officers themselves. And the rhetorical critic should not be unduly disturbed by the presenceof a ghostwriter. After all, every person is shapedby every other person with whom he comes intocontact. What is to be

studied is the end product, the speech asit is delivered, molded in the brainstorming sessions ofthe principal and his advisors and fired in the crucibleof the speaking

situation. A man's own words, as EricSevareid said, may 45 be a man's own self; but those words and thoughts come

from myriad sources: people, books, newspapers, radio, television, graffiti, a ghostwritten speech,just about any

source imaginable. If a man's own words are a man's own

self, it is more what the man doeswith them than the

words themselves. It must be, for the number ofwords is finite, but the variety of ways they canbe juxtaposed and

45"Guidingthe Ghosts," Newsweek, February 4, 1952, p. 71. 107 manipulated and rearranged is infinite. Individuality lies in the manipulation of words, not in the words themselves.

The ghostwriter has been maligned through the centuries, relegated to a back room and denied his birth- right as an individual, never receiving proper credit for his work. Yet he is part of political life, an essential part! Without the ghostwriter, the political officeholder

in modern society would forego either some of his adminis-

trative duties or the responsibility of advising the people

of his stewardship of their office. Modern political life

is far too complex for both. Without the ghostwriter, the political officeholder would say very little about what

he is doing. This would result in extremely few re-elections,

costing the people many excellent leaders. In today's society, officeholders are judged by what they say they do

as much as by what they actually do. On the other hand, no

one has ever shown that a ghostwriter'sefforts alone succeed

in re-electing a poor officeholder. More often than not,

it is political apathy on the part of the people thatpermits

poor officeholders to remain in or returnto office.

The ghostwriter has his place, a place he hasearned

over more than two thousand years ofdedicated and diligent

work for others. The ghostwriters behind the Cabinetofficers

are a devoted and loyal lot,interested in good government,

and dedicated to securing it. APPENDICES c APPENDIX A

QUESTIONNAIRE

1. Cabinet office:

2. Speech writer's name:

3. Birth date:

4. Birth place:

5. Sex: 6. Marital Status:

7. Children and grandchildren (ages, sex, maritalstatus):

8. Military background (branch of service, highestrank, years of active/reserve duty, warservice, meda)s awarded):

9. Education (college, degree, and year):

10. Major subjects:

109 110

11. Minor subjects:

12. What academic courses of value to speechwriters have you studied, either in or out of college?

13. Have you ever held elective or appointive office in any branch of government? If so, list office, type, years of service:

14. Previous employment (job title, description, employer, length of service of each major job):

15. Present position (title):

16. 'Length of time held:

17. How long have you known your boss?

18. Personnel supervised (number and job titles and descriptions):

19. Speechwriting aids used (outline, form, etc.): 111

20. In writing a speech, do you:

Compose on the typewriter?

Compose with pencil and paper?

Dictate to secretary?

Dictate into recording machine?

21. Usual number of speeches written Per week

Per month:

22. Usual length of speeches

In words:

In delivery time:

4 APPENDIX B

INTERVIEW QUESTIONS

1. Is your boss able to speak without a ghostedspeech?

2. Why does your boss need a ghostwriter?

3. Does your boss read from the prepared text?

4. How closely does he follow the text?

Always? Most of the time? Some of the time? Nerer?

5. Does he paraphrase?

Always? Most of the time? Some of the time? Never?

6. Who actually writes the speech?

7. First draft? ,

8. Second draft?

9. Other drafts?

10. How many drafts usually are written?

11. Before the speech is delivered (to theaudience), who

' edits the final draft?

12. After the speech is delivered (to theaudience), is it criticized?

13. If so, how is it criticized?

14. Who does the criticizing?

15. What aids are used?

16. Are speeches usually preserved?

17. How? On paper? On tape?

18. Are speeches ever used a secondtime?

112 113

19. A third time?

20. Repeatedly?

21. How frequently are speeches reused?

22. Are copies of ghostwrittenspeeches given to the press?

Always?Most of the time? Some of the time?Never?

23. How much notice do you receive on aspeech assignment?

24. How is the speech written?

25. Interview with the boss?

Always? Most of the time? Some of the time?Never?

26. Independent research?

Always? Most of the time? Some of the time? Never?

27. Interview with others in the office?

Always? Most of the time? Some of the time? Never?

28. Farmed out to expert on the subject?

Always?Most of the time? Some of the time? Never?

29. Do you conduct your own research?

30. Do you keep files on subject matter?

31. Do you-keep files on speecheswritten?

32. Where do the ideas for speeches comefrom?

33. Do the speeches usually have acentral idea or theme?

34. Or several ideas or themes?

35. How are ideas arrangedwithin the speech usually?

Chronologically? Problem-Solution?

Topical? Scattered? 114

36. Do you have a systematic pattern of analysis in mind as you structure the speeches?

37. Do you usually try to tailor the speech to the audience?

38. If so, how?

39. Do you usually try to adapt the speech to the boss?

40. If so, how?

41. How well do you think you succeed?

42. Do you try to capture the boss's speaking style?

43. How?

44. How well do you think you succeed?

45. Does your boss usually tend to speak more forcefully with or without a ghosted speech?

46. Do you tend to tone down the force of a speech?

47. Why?

48. Is any effort made to offset a reduction in force?

49. By whom?

50. How?

51. After the speech is written, do you usually review it with your boss?

52. Do you usually advise your boss what lies behind the speech?

53. Do you usually advise your boss of hidden meanings within the speech?

54. Do you ever try to influence your boss's attitudes on issues, in your role as ghostwriter?

55. How?

56. Do you consider yourself a power behind the throne?

57. To what extent?

58. Do you usually agree with the policies of your boss? 115

59. Do you think the audience usually careswhether your boss wrote the speech himself?

60. Do you think the audience usually isconcerned more with the style of the speech, or with the contentof the speech?

61. What is your attitude toward ghostwriting?

62. Do you like your job?

63. How did you become a ghostwriter?

64. What changes would you make in the ghostwriting process?

65. Do you think universities in general,and The Florida State University in particular, can orshould be of service to ghostwriters?

66. How?

67. What courses would you recommend?

68. Do you consider the business ofghostwriting -- in which on8lVerson takes credit for the workof another -- unethical?

69. Why or why not? APPENDIX C

ENGAGEMENT ACCEPTANCE AND ARRANGEMENTS CHECK LIST

SECTION I (ACCEPTANCE DATA)

DATE OF ENGAGEMENT CITY

ORGANIZATION

AUDIENCE SIZE AUDIENCE COMPOSITION

TIME AND PLACE

DRESS MEAL SERVED

INTRODUCTION BY

INVITATION EXTENDED BY

PER DATE

ACCEPTED ON BY

PER DATE

MRS. KIRK GOING? IF SO, COPY TO ELEANOR ( ) (CHECK)

BIOGRAPHY AND PHOTO FORWARDED ON

INSTRUCTIONS SENT

116 117

SECTION II (SPEECH PREPARATION DATA

RESEARCH ASSIGNED TO

ON TO BE COMPLETED BY

SPEECH ASSIGNED TO

ON FIRST DRAFT DUE

SUBMITTED TO GOVERNOR ON

FINAL DRAFT DUE READING COPY DUE

PRESS COPIES PREPARED SPECIAL REMARKS

SECTION III (ARRANGEMENTS CHECK-OFF)

SECTIONS I & II COMPLETED THIS DATE

EXCEPT AS FOLLOWS

TYPE OF AIR TRANSPORTATION

CONFIRMED FLYING TIME

GROUND TRANSPORTATION

CONFIRMED ACCOVMODATIONS ARRANGED:

HOTEL # OF ROOMS

TO BE ADVANCED BY: DATE ON SCENE

ADVANCE MAN CAN BE REACHED AT

ADVANCE MAN'S CHECK-OFFAPPROVED BY

ON AT 118 LOCAL CONTACT TITLE

PHONE TRAVELING ASSISTANT:

CHECK-OFF COMPLETED (Initial)

COMPLETED TIME SCHEDULE DONE

DISTRIBUTION

SECTION IV (ENGAGEMENT FOLLOW-UP)

THANK YOU LETTERS ASSIGNED TO

DATE COMPLETED ON

(INITIAL)

REMARKS ABOUT TRIP: APPENDIX D

SPEECH PROGRESS REPORT

Date:

I. SPEECH PARTICULARS

Date of Speech: Location:

Group:

Type Audience: Size Audience.:

II. SUBJECT OF SPEECH Topic suggested by group:

Actual speech subject:

III STATUS OF PREPARATION Research assigned to:

Research to be completedby:

First draft due:

IV. PUBLICITY PLANS:

V. REMARKS:

119 APPENDIX E

MEMO FROM

Date of Speech

Audience

City

2 3 4 ITEM 1

1. Forcefulness of delivery

2. Impact of message

animation 3. Facial expression and

4. Gestures

5. Voice and tone range

6. Enunciation

7. Visual contactw/audience

TOTALS

CUMULATIVE TOTAL

120 121

REMARKS I What specifically distracted you ordiminished the maximum impact of the speech or itsdelivery?

REMARKS

What specifically impressed youabout the speech or its delivery? APPENDIX F J

SPEECH BACKGROUND INFORMATION

OCCASION:

DATE: TIME OF MEETING:

TIME OF SPEECH (ifdifferent):

PLACE:

TOPIC:

TIME ALLOCATED FOR SPEECH:

I. ANALYSIS OF THE OCCASION

1. What is the purpose of themeeting?

2. Who is sponsoring themeeting?

3. Who will be in charge of themeeting?

4. Will it be a single meeting orpart of a conference, etc.?

5. What rules or customs willprevail?

formal speech? speech and discussion?

speech and question &answers? symposium?

panel discussion? debate? other?

Will a meal be served?

Appropriate dress

122 123

6. What will precede andfollow the speech?

the program: (note 7. Other major personalities on divergent positions oropinions which may be presented)

1. General Data

a) Approximate size

b) Age

c) Sex

d) Major Occupation(s)represented

e) Educational Level

f) Membership is social,professional, political, or religious group:

2. Knowledge of the Subject

II. AUDIENCE ANALYSIS

1. General Data

a) Approximate size

b) Age

c) Sex

d) Major Occupation(s)represented 124

e) Educational Level political, or f) Membership is social, professional, religious group:

2. Knowledge of the Subject -

3. Primary Interests and Desires -

4. Fixed Attitudes and Beliefs

5. Attitude Toward the Subject -

Specific Purpose of the Speaker 6. Attitude Toward the

7. Attitude Toward the Speaker -

8. OTHER - APPENDIX G J

Name of Group:

Officers:

Place:

Time and Date:

Kind of Meeting:

How many peopleexpected? Business SlAt Men's Attire: White Jacket, Tux,

Wives Invited? Formal, Cocktail Dress, Women's Attire: Long Formal, Short Dress-up Dress

Head Table:

I f

i ,Name and Titleof Introducer: ,

1 Subject to be Covered:

I Time Allotted forRemarks:

Type Audience:

Program:

125 BIBLIOGRAPHY BIBLIOGRAPHY

Books

Arnold, Carroll C., Ehninger, Douglas, andGerber, John C. The Speaker's Resource Book: An Anthology, Hand- book and Glossary. Chicago: Scott, Foresman and Co., 1966.

Baird, A. Craig. American Public Addresses. New York: McGraw-Hill Book Co., 1956.

Hitler, Adolf. Mein Kampf. New York: Reynal and Hitchcock, 1939.

Isocrates. Trans. by George Norlin. 3 vols. New York: G.P. Putnam's Sons, 1929.

Kennedy, George. The Art of Persuasion in Greece. Princeton, N. J.: Princeton University Press, 1963.

Morris, Allen. The Florida Handbook 1969-70. Tallahassee: Peninsular Publishing Co., 1969.

Nichols, Marie Hochmuth. Rhetoric and Criticism. Baton Rouge: Louisiana State University Press, 1963.

Oliver, Robert T. History of Public Speaking in America. Boston: Allyn and Bacon, Inc., 1965.

Parrish, Wayland Maxfield, and HochmuthLNichols], Marie (eds.). American Soeeches. New York: Longmans, Green and Co., 1954.

Thonssen, Lester, and Baird, A. Craig. Speech Criticism. New York: The Ronald Press Co., 1948.

Articles and Periodicals

Bart, Peter. "The Busy Ghosts," Today's Speech, XII (February, 1964), 21, 33.

Bendiner, Robert. "Ghosts Behind the Speechmakers," The New York TimesMagazine, August 17, 1952, pp. 15, 36.

127 Benson, Thomas. "Conversation with a Ghost," Today's Speech, XVI (November, 1968), 71-81.

Bormann, Ernest G. "Ethics of Ghostwritten Speeches," Quarterly Journal of Speech, XLVII (October, 1961), 262-267.

. "Ghostwriting and the Rhetorical Critic," Quarterly Journal of Speech, XLVI (October, 1960), 284-288.

. "Ghostwriting Agencies," Today's Speech, IV (September, 1956), 20-23, 30.

Brandenburg, Earnest. "The Preparation of Franklin D. Roosevelt's Speeches," Quarterly Journal of Speech, XXXV (February, 1960), 214-221.

Brigance, W. Norwood. "Ghostwriting Before Franklin D. Roosevelt and the Radio," IV (September, 1956), 10-12.

Butterfield, Roger. "Ghostwriters," Life, July 5, 1968, pp. 62-64.

"The Capital," Time, December 5, 1949, p. 25.

Cater, Douglass. "Government by Publicity," The Reporter, March 19, 1959, pp. 14-16.

Crowell, Laura. "The Building of the 'Four Freedoms' Speech," Speech Monographs, XXII (November, 1955), 266-283.

Dorphue, James F. "How To Use the Fourth Person Singular," Public Relations Journal, XXVI (March, 1970), 24-25.

Ek, Richard A. "Working with a Ghost," Today's Speech, XV (April, 1967), 23-25.

Farrar, Larston D. "Live Ghosts in Washington," American Mercury, November, 1956, pp. 108-119.

Feuss, Claude M. "Ghosts in the White House," American Heritage, December, 1958, pp. 45-47, 97-99.

Freshley, Dwight L. "Gubernatorial Ghost Writers," Southern Speech Journal, XXXI (Winter, 1965), 95-105. ,...... -..,

129

"Survey of the GhostWriters," The Ncw Gilroy, Harry. 20, 60, York Times Magazine,March 27, 1949, pp. 61, 63. "John F. Kennedyand the 'Ghosts,'" Golden, James L. 1966), Quarterly Journal ofSpeech, LII (December, 348-357. St. PetersburgTimes, "Governor Stumbles overGobbledygook," January 15, 1970, p.1B. 4, 1952, p. 71. "Guiding the Ghost," Newsweek, February "Lyndon Johnson'sSpeech Preparation," Hall, Robert N. by J. JefferyAuer. The Rhetoric ofOur Times, ed. 1969. Pp. 377- New York: Appleton-Century-Crofts, 387. "Ghostwriting in Departmentsof the Federal Heinen, R. W. Speech Journal,VII Government," Central States (Spring, 1956) ,10-12. Review of TheArticulates, ed. by Hitchcock, Orville. Bobbs-errill, 1957), John M. Henry. (Indianapolis: XLV (April,1959), in QuarterlyJournal of Speech, 218-219. The "The Men BehindNixon's Speeches," Henan, William H. Jeffery Auer. Rhetoric of OurTimes, ed. by J. 1969. Pp. 474- New York: Appleton-Century-Crofts, 485. Ghost Writing," Harper's Johnson, Seneca. "In Defense of Magazine, October,1939, pp. 536-543. History," The American May, Ernest R. "Ghost Writing and Scholar, XXII(1952-1953), 459-465. If Congress IsGoing To Search . "Whodunit? Help of Some History for Villans,Why Not Ask the April 22, 1957, pp.13-14. Scholars?" New Republic, February 23,1952, "Notes and Comment," The New Yorker, p. 23. a CaseStudy in Oliver, Robert T. "Syngman Rhee: of Transnational Oratory," Quarterly Journal Speech, XLVIII(April, 1962),115-127. 130 Campaigns," Ray, Robert F. "Ghostwriting in Presidential Today's Speech, IV(September, 1956),13-15.

"Ghostwriting inPresidential Campaigns," . 1956), Central States SpeechJournal, VIII (Fall, i

8-11. i "The Minds of BarryGoldwater," Rovere, Richard H. 37-42. Harper's Magazine,September, '964, pp.

f "No Ghost Wrote'The Four Freedoms'--They Scott, Lionel. (March, 1951) ,56-57. Evolved," Western Speech, XV 1 i Team in a State Smith, Donald K. "The Speech-writing Political Campaign," Today's Speech, IV (September, 1956),16-19. Ancient and Honorable," Stelkovis, Walter J. "Ghostwriting: Today's Speech, II(January, 1954),17-19.

"The Cash-and-No-CreditBusiness," Saturday Stern, Edith M. 11-12. Review of Literature,October 26, 1940, pp.

'Big Names' LendHand . . . New "Stevenson's Ghost Writers: His . but Adlai Distills Dealers Chip in, Too . . Own Quips," U. S. News andWorld Report, September 26, 1952, pp.57-59.

"When Johnson Plans a Speech," U. S. News and WorldReport, February 3, 1964, p. 33.

White, Eugene E., and Henderlider,Clair R. "What Harry S Truman Told Us About HisSpeaking," Quarterly Journal of Speech, XL(February, 1954), 37-42. Staff in Windes, Russel,Jr. "Adlai E. Stevenson's Speech the 1956 Campaign," Quarterly Journal of Speech, XLVI (February, 1960),32-43.

Interviews

Adams, Tom. Secretary of State. July 13, 1970.

Allen, George A. Director, Public Information, Officeof the Comptroller. April 21, 1970.

Bradford, Vernon E. E;ecutive Assistant, -Mee of the Comptroller. April 21, 1970.

rrt,vrtrrn r,77,7}mr". pprir-Tr-,y-, .5.3.171.7S"f4.17A71., 131

Carr, Mrs. Melinda Manning. Assistant Director -- Media, Department of Research and Information, Office of the Treasurer. 14, 1970.

Christian, Floyd T. Commissioner of Education. July 13, 1970.

Conner, Doyle. Commissioner of Agriculture. July 14, 1970.

Dickinson, Fred 0. "Bud," Jr. Comptroller. July 13, 1970.

Eirls, Bill D. Administrative Assistant, Office of the Attorney General. May 4, 1970.

Erxleben, Al. Consultant, Public Information, Office of the Commissioner of Education. April 23, 1970.

Faircloth, Earl. Attorney General. July 15, 1970.

Hayes, John. Assistant to the Commissioner, Office of tip Commissioner of Agricultur. April 17, 1970.

Kirk, Claude R., Jr. Governor. July 15, 1970.

Knight, Richard B. Director of Information, Office of the Attorney General. April 16, 1970.

McNeely, Ed. Administrative Assistant, Office of the Secretary of State. April 28, 1970.

Stratton, Russell. Press Secretary, Office of the Governor. April 24, 1970.

White, Elgin. Chief, Education and Information, Department of Natural Resources. March 25, 1970.

Williams, Broward. Treasurer. July 14, 1970. VITA

Douglas Perret Starr was a ghostwriter himself, having served four years (1965-1969) as principal speechwriter for Florida State Treasurer Broward Williams.

During that time, he associated closely with other ghostwriters in the Statehouse, studying their techniques and adapting many of them to his own use, as well as developing his own.

He became a ghostwriter after a 14-year career in news writing, mostly in political and governmental reporting for The Associated Press. Starr's AP career ranged from 1952 to 1965 and included assignments in

New Orleans, Louisiana, Jackson, Mississippi, and Miami and

Tallahassee, Florida. In Tallahassee, he served also as manager of the five-man AP bureau.

Starr was born November 15, 1925 in New Orleans,

Louisiana. He was graduated from St. Stephen's Catholic

Grammar School in 1938 and from Alcee Fortier High School

in 1942. He studied at Tulane University in 1947 and 1948,

and transferred to Louisiana State University where he was

graduated in June, 1950 with a bachelor of arts in

journalism. He received his master of arts in speech from

The Florida State University in August, 1970.

132 133

Immediately before and immediately after his undergraduate college work, he served as a combat navy

sonarman in the Pacific theatre of operations. His World

War II service was from 1943 to 1947; and his Korean War

service, 1950 and 1951.

He married the former Mildred Marguerite Emory of

MaAingouin, Louisiana, in 1949. They have five children:

Michael (1954), David (1955), Andrew (1961), Jonathan

(1964), and Patricia (1966).

Starr left the field of ghostwriting in September,

1969 to join the faculty of The Florida State University as an instructor in journalism.