Creating Compelling My Source Testimonials

 

After recruiting your My Source Ambassadors, you’ll need to capture their stories and turn them into compelling testimonials for use on-air, online, in print and other communication vehicles.

 

Review the My Source Style Guide to get started and learn about production and technical specifics.  

 

Based on our work with test stations we have also compiled the following tips: 

 

1. Conduct a pre-interview. Your ambassador sent in their story and it was compelling enough that you want to bring them in to record a spot or appear in a print piece.  Before you do, call the potential ambassador and conduct a pre-interview. Ask them about why they love public broadcasting and what motivated them to send in their story.  Ask your ambassador to review and sign a release form allowing you to capture a testimonial and broadcast it on the air, online or in print.

 

Resource:    Ambassador Release Form

 

2. Coach them through it. Many of your My Source ambassadors will have little to no experience recording a TV or radio spot. You’ve got to make them feel comfortable. Sit them down, look them in the eye, and ask them to relay their story again. Use the question cues to help turn their story into a My Source testimonial.  The authentic voice of the listener/viewer is what will make the testimonial compelling, but you need to guide the process to create a high-quality spot. 

 

Resource:    My Source Question Cues

 

3. Edit in your head. Always edit what your ambassador is saying as they are saying it. Focus on the interesting, quirky or catchy phrases and stories they relay. Go back to key points or ask them to repeat ideas you think reviewers will relate to. 

 

Resource:  David Brower, News Director at North Carolina Public Radio, has been leading the charge to collect testimonials from WUNC listeners. Click here to hear first-run and final-product examples of My Source testimonials produced by David and read his commentary on how he helped WUNC’s ambassadors create compelling testimonials.

 

4. Help with “my source for …” ending. Many listeners and viewers have amazing stories to tell, but struggle with condensing it into one neat, catchy phrase to accompany the “my source for …” ending. It’s important to make sure that the “my source for…” ending matches the story your ambassador is telling. If your ambassador is having difficulty coming up with an ending on their own, work with them to come up with a phrase that reflects what your ambassador is trying to convey. Read, listen and view sample testimonials for their “my source for …” endings to get ideas on how to end your spots.

 

Resource:  Guidance from Dave Isay: How to find your “My Source for…” ending

 

 

 

Sample:  See how former First Lady Barbara Bush matched her My Source ending with the story she was telling about public broadcasting’s impact.

 

 

 

 

5. Stay positive. It is easy for viewers and listeners to define public broadcasting by saying what it isn’t – “no commercials,” “not biased like other news,” etc. Remember that My Source is meant to celebrate how relevant and important public broadcasting is – not what it isn’t. 

 

Sample:    MPR Testimonial (Goosebumps)

Sample:    PRX Talent Quest Testimonial (News and Notes)

Sample:    WUNC Testimonial (Kindred Dogwalkers)

Sample:    MPT Testimonial (Sudbrook Middle School)

 

 

 

Sample:    WETA Testimonial

 

 

 

6. Don’t be afraid to cut bait. Respect and honor the dedicated viewers and listeners who agree to work with you to record a My Source testimonial. However, no matter how compelling their story is, some people may not be able to create a strong on-air spot, no matter how much coaching and editing you do. If you try but can’t get your listener or viewer where you need them to be, thank them for their time and move on. Also, consider using them for a print or online advertisement.

 

Resource:    Guidance from Dave Isay: If it’s not working, move on. 

  

  

  

7. Say thank you and follow up with ambassadors. Don’t forget to send a thank you note to all viewers and listeners who submit testimonials. If possible, let your ambassadors know when you plan to air their testimonial. They’ll definitely want to look for their spots!

 

8. Quantity will help you achieve quality. While everyone has a story to tell, not every story is going to work for on-air My Source testimonials. Determine the number of spots you want to be able to air and work to get triple that number of people to agree to work with you on recording their testimonial. An abundance of options will give you the edge in creating high-quality