Reporters love quoting you using bold action oriented words. So anytime you can attack, smash grab, these are bold words, they're action oriented words reporters aren't supposed to use them themselves. It might seem dispassionate, not objective, but they love quoting you using bold action oriented language. So, look at your message points, look at this as one of the options and see if you can marry the two. That's the whole point is I'm going to give you all 10 soundbite elements. Now remember, you don't have to use all of them.

But you have to use at least some of them. So start to look at each one kind of try them on for size, see which ones feel comfortable for you. But bold, action oriented language. Always a great one.