If a private sector individual spokesperson says something to reporter and it's a quote, or a soundbite, and it's awful or goofy or weird, it's often forgotten the next day. But when someone in government has a soundbite, and it's really bad, it can live on forever. The President is not a crock. I did not have sexual relations with that woman. Certain quotes we all remember that come out of government officials and their spokespersons and press conferences and interviews. And they could still make you cringe decades later.

So remember, the spotlight is much brighter on you, because you're in government, you affect a lot more people, private sector Corporation, it affects their citizens. If it's a small company, it doesn't affect that many of their customers, but you will affect everybody therefore, it's going to get a lot more media attention. And that's why It's critically important that you plan your quotes in advance, not just your messages everybody does that. You absolutely have to plan your sound bites. For every single interview. If you ever do an interview and you haven't written out the sound bites in advance that you want to see in the story, or hear on radio, or watch on TV or video, you have not planned properly.

If you ever let any political official in your organization, or any appointed official, do an interview and you don't have message points and sound bytes written out in advance. You are not prepared you are asking for trouble. So now I'm going to go through all the elements of what you need to plan your quotes. So that it's what you want in the story and you don't accidentally get quoted on sound bites that come out of your mouth. unplanned let's hop in