This document discusses editing and soundbites. It explains that editing involves revising content, organization, grammar and presentation to clearly present ideas to the reader. The editing process involves adding, deleting and rearranging words. When editing one should correct spelling/grammar, clarify passages, ensure smooth flow and structure, and offer advice on style/vocabulary. A soundbite is a short catchy clip that encapsulates the main point to arouse audience interest. Soundbites are widely used in media, politics and marketing to define headlines and inform people. The document then moves to discussing ways to attract and avoid media spotlight.

1. Chapter Seven
The craft of editing

2. EDITING
• Editing is a process that
involves revising the
content, organization,
grammar, and presentation
of a piece of writing
• The purpose of editing is to
ensure that your ideas are
presented to your reader as
clearly as possible.

3. Editing
• The process of editing
involves adding, deleting,
and rearranging words
to cut the clutter and
streamline overall
structure.

4. During editing
• Correct spelling, grammar,
and punctuation mistakes.
• Look for passages that
could be clearer or more
concise.
• Check that your speech
flows naturally.
• Ensure that the text is well
structured and easy to read.
• Offer advice on writing style
and vocabulary.

5. Chapter Eight
The craft of Soundbites

6. Soundbites
• A soundbite is a short,
catchy piece of video,
audio, or speech
chosen to give the
essence of what you
are saying and arouse
interest within the
audience.

7. Soundbite
• It’s widely used in the
media, politics, and
marketing to define
headlines, which
eventually helps people
know about a product,
event, or even a period in
history.

8. • "The sound-bite should
encapsulate the main point of
the argument; the strongest
opinion or reaction.
• Example:
• “Don’t bet against the
American auto industry”. Mr.
Obama
• "A day like today is not a day
for sound bites, really. But I
feel the hand of history upon
our shoulders”.
Prime Minister of of the United
Kingdom,Tony Blair

9. Chapter Nine
The Craft of Media Manipulation

10. Ways to Attract the
Media Spotlight
•Novelty
•Scale
•Conflict
•Playing to the
gallery

11. Ways to Avoid
Media Spotlight
• Be boring
• Play for time
• Create a deflective
source
• Shut down the issue
• Go on the attack