slide deck for feb11

1. zz
SOLID
SOUNDBITES
JCM 331

2. z
THE BIG INTERVIEW– ASKING THE
RIGHT QUESTIONS

3. zz
Northam bite 1
z

 1:15-1:25 Right now
Virginia needs someone
that can heal. There’s no
better person to do that
than a doctor Virginia also
needs someone who is
strong, who has empathy
and who has a moral
compass” (10 secs)

4. z
Northam bite 2
(on Lt Gov Fairfax)

 “I want the truth to come
out. I certainly support an
investigation and again
these accusations are very
serious and we need to get
to the bottom of them”
 1:19-1:28

5. z
INSIGHT FROM YOUR TEXT
ON SOUNDBITES
 Soundbites should be clear
 Good soundbites sound authentic
 The best soundbites are subjective and provide insight
 “Great soundbites have passion”
 Remember the “12 second rule” (If it takes longer than 12
seconds, the bite has to be riveting)
 A soundbite should convey a complete thought
 A soundbite should keep audience’s attention

6. z
Tips to Remember when
choosing soundbites
 Use soundbites for opinions,
ideas and emotion
 Bites should run 5-15
seconds long
 Pick a soundbite that says
something significant, unique,
distinctive or noteworthy
 Avoid using soundbites where
subject of your interview says
something factually
inaccurate
 MAKE SURE what is said is
factually correct

7. z
BIGGEST BEGINNER MISTAKES
WHEN IT COMES TO SOUNDBITES
 Let soundbites run too long
 Select predictable, boring bites that tell us nothing new
 Soundbites are rehearsed and appear to be a source (i.e. a friend or
roommate )reciting lines or reading from a script
 Don’t ask the RIGHT QUESTIONS to get useable soundbites