IN LOU OF PUBLIC SPEAKING.

COACHING HAS ALWAYS had more than its share of gritty wits such as Tommy Lasorda and sly, artful verbal dodgers like Lou Holtz, who can double you up with laughter or charm you to death with their manipulation of the mother tongue.

It has been fascinating to watch Lou move from the rough and tumble school of coach-speak into the home-spun world of Will Rogers (without the lasso).

In his keynote speech at the AFCA's annual kickoff luncheon last winter, the little man from South Carolina was a magnificent catcher in the wry. Look at the enchanting way in which he kicked off his speech:

"When I left the University of Notre Dame, I never thought that I would coach again because where do you go after Notre Dame? According to my mother, it can only be to heaven - to sit by the Pope.

"I wound up in television, working for CBS, and that was not real complicated. You just talked until you thought of something to say. Then I went to live in a town where the average age was basically deceased."

By that time Lou had the audience eating out of his hand and ready for Lou's first bite of wisdom:

"I don't think coaching is about making a million dollars a year.

"I don't think coaching is about winning championships.

"I don't think coaching is about going to a great school.

"I think coaching is about helping young people have a chance to succeed. There is no more awesome responsibility than that.

"I think the greatest honor any young person can have is to be called Coach."

That, friends, is what is known as grabbing an audience by the heart and mind.