Ex Prime Minister Paul Keating was renowned for insisting on live interviews. That's because he understood the power of the edit.
Let's have a look at the following.
The reporter asks the interviewee Mr Jones to deny involvement in something unsavory. He confidently answers immediately.
The second scene is an attempt by editing to make him look less confident. Using existing footage from the interview, which is not going to air live, there is scope to make some changes.
A gap is inserted between the question and the answer, which makes it look like Mr Jones had to think about what he would say and therefore he might have been hiding something.
Do you agree he looks a little less convincing as a result?
Of course, this is a bit of fun and editing can be used for good too.
In fact, it is an important part of the process. And done well it will help set the right tone and present a crisp message that will resonate well with your clients and prospects.