Editing That Works

 

 

North Carolina Public Radio (WUNC) is using the My Source concept to enhance their fundraising efforts, strengthen their public image and create fun and engaging radio.  According to David Brower, News Director and lead My Source testimonial producer at North Carolina Public Radio, the concept works because it allows listeners to speak for themselves. 

 

To help other stations think through how to collect and edit the testimonials of listeners and viewers to maximum benefit, David provided the My Source initiative with samples of first-run testimonials and the final testimonials that went on air. The three examples below show how David worked with the ambassadors to edit their stories for enhanced positivity, greater intimacy and tone and content. 

  

 

Enhanced Positivity

 

Linda Goldberg is a loyal WUNC listener who feels very passionately about her favorite programming and the role of public radio in her life. Click here to listen to Linda’s first-run testimonial or read the transcript below.

 

“The news is very important to me, and there’s not much that’s funny about the news these days. Wait, Wait Don’t Tell Me is the only thing that makes me laugh about the news. The only thing I don’t like is Bluff the Listener, because it is so hard to play that game. This is the part where the listener gets punished for not listening to other news sources other than NPR for news. I’m Linda Goldberg and North Carolina Public Radio is my source for finding a reason to laugh.” 

 

Linda spoke from the heart, but the resulting testimonial came across as negative and uninspiring. David talked with Linda and asked her questions about when she listened to WUNC, why she listened and what kind of feeling she had as a result of listening. After questioning her more about her listening habits, David recorded the following testimonial from Linda: 

 

“There are several people in my neighborhood who are out walking dogs at various times of the day and many of the people are listening to public radio with their headphones. I know when I am encountering another public radio listener because we are laughing at the same lines. Sometimes it is just the matter of a exchanging a smile or a wave and sometimes it is a matter of we need to stop and talk because whatever we just heard is so engaging that we need to stop and share that moment. I’m Linda Goldberg and North Carolina Public Radio is my source for finding kindred spirits.”

 

The final result is a clip that highlights the spirit of community generated by public broadcasting and the connection we have to one another as a result of shared experiences. It is a great clip to promote the community benefit of public broadcasting and the relevant role of North Carolina Public Radio in lives of its listeners. 

 

 

Tone and Content

 

Charles Humble is a long-time listener and member who feels a duty to support the station he listens to each day. However, his first-run testimonial came across a bit preachy and too broad to be relatable to a wide audience. Click here to listen to Charles’ first-run testimonial or read the transcript below.

  

“It’s a good source of good information and the way you get a good source of good information is to have it be protected. By having a broader base of contributions from the community as a whole, it provides a protected space for people to take a freer hand and do their reporting. And that’s why I have been very willing for decades to come up with money to help here. My name is Charles Humble and North Carolina Public Radio is my source for information I can use to take care of myself.”

 

David worked with Charles to add more context to his testimonial and to bring more of himself into the statement. With just a small amount of context added, the tone of the piece improved dramatically. Click here to listen to Charles’ final testimonial or read the transcript below.

 

“One of the great joys of coming here was discovering the People’s Pharmacy. I’m a scientist – I’m a health scientist – and every Saturday morning I’ve got a review of an issue in health. The way you get a good source of information is by having it be protected. By having a broader base of contributions form the community as a whole, it really provides a protected space for people to take a freer hand in doing their reporting and that’s why I have been very willing for decades to come up with money to help here. My name is Charles Humble and North Carolina Public Radio is my source for information I can use to take care of myself.”

 

  

Intimacy

 

According to David, “getting a message that works and that will resonate with a broad audience takes a little work. One of the first people to respond to our on-air request for listeners to be a part of My Source came from a good friend and major donor to the station. This is what he said when first given the My Source prompt.”

 

“Especially in this day and age, we desperately need an accurate, well-balanced source of news to offset some of the propaganda that is going on out there. I am Duffy Gilligan and North Carolina Public Radio is my source for information which I can listen to and then make my own decisions as to what I believe in. “

 

His first-take was accurate and to-the-point, and may very well express sentiments shared by the broader audience. But David wanted to work with Duffy to get something more personal, more intimate from him about his experience listening to North Carolina Public Radio.  Since David knows this listener pretty well, he was able to have a little fun with him and work with him until they found a message that they both felt good about. The following is the spot that eventually went on air.

 

“If a person is truly proud of living in a given area of the United States, it isn’t just the architecture, it certainly isn’t a professional basketball team or even a college team … it’s a lot of pieces.  But part of it ought to be to be able to say I live in an area that has the very best public radio. That’s part of saying I live in an area that’s truly, truly wonderful. I’m Duffy Gilligan and North Carolina Public Radio is my source for eclectic, thoughtful programming that is broadcast nationwide and I’m proud of it.”

 

 

"Some Kind of Action" 

 

David suggests you start an interview by asking general questions first to get a good idea of how public radio fits into the guest's life. Questions to start with include:

 

• When did you start listening to public radio? 
• What drew you to public radio? 
• What made you want to keep listening? 

 

The result is not likely something you want to air, but David says the answers you hear "will help to direct the rest of the interview." When David asks the general questions of WUNC listener Shirle Kozlozski, he finds it is clear that she is passionate about public radio and that she depends on it as a resource; however, she frames her support of the station in negative terms. 

 

"I don't listen to popular radio, I don't watch that much TV." 

 

"I like it because it's not, nobody's yelling, it's very calm." 

 

David also points out she was nervous and needs to relax to tell a good story. David explains, "It's often the case that the guest will relax when you ask questions that are more in their comfort zone, like: 'What do you do?'"

 

Finally, Kozlozski offers a great setting for a spot, cooking in the kitchen. David says the "most successful spots have a strong character, sense of place and some kind of action."

 

"I am a personal chef. So usually what happens is I get to my client's house and put my apron on and get my little radio out and clip it on my belt. Then Diane Rehm starts. You know, when Ihave it on, my day goes much faster. Its basically like Diane and Frank and Dick are all kind of my co-orkers. I am chef Shirle Kozlozski and North Carolina Public Radio is my source for company when I am cooking."

 

 

Lessons Learned

 

So what are the lessons learned from WUNC’s work with ambassadors to shape and edit their stories? David Brower and his colleagues at North Carolina Public Radio discovered the spots they liked best are:

 

• Little vignettes about the listening experience
• Stories that get specific
• Positive messages from likeable people