You know them when you read or hear them. Sound bites, or quotable quotes, have become a powerful tool in a communicator's repertoire. These short, conversational statements often invoke the power
of images or description to convey key messages. The best sound bites are memorable and easily understood, but knowing what a sound bite is and knowing how to write or speak one are different things.
Here are some of the common barriers to sound bite success:
- PR professionals can fall in love with their carefully scripted, approved messages and be reluctant to stray from them.
- Sometimes people get so caught up in writing sound bites, they forget to say them out loud.
- A nervous spokesperson seems stiff and artificial rather than conversational and natural.
Too often, spokespeople deliver lengthy, promotional messages that lack the elements of good storytelling. The end result is that an unintended message appears in the media, or the spokesperson
isn't quoted at all.
A well-delivered sound bite is the pithy jewel that is central to a story, as journalists are storytellers. The reward for the spokesperson is better control of an interview and the ability to
drive perceptions and thought leadership. The flip side is that a great sound bite is not always intended or positive. In that case, those words can live in infamy.
Keep It Short And Simple
Consider these sound bites:
- "Read my lips - no new taxes." -- George H. W. Bush
- "The only thing we have to fear is fear itself." -- Franklin D. Roosevelt
- "Everything you see I owe to spaghetti." -- Sophia Loren
You'll note they're very short - an average of eight words. They're also simply worded. These are two essential traits of quotable quotes.
Our attention spans are shrinking, and journalists also face increased time and space restrictions. As a result, the lengthy quote of yesterday is extinct. Media analyst Robert Lichter has studied
sound bites in presidential election coverage. In 1968, the average sound bite lasted 42.3 seconds. By 2000, it was down to 7.8 seconds.
Short is powerful, but people shouldn't feel confined by a word limit. Sound bites can be anywhere from a phrase to a few short sentences. What matters most is the quality of the quote.
If no one understands your sound bite, it won't get coverage. Simple, conversational language is the next ingredient to a great quotable quote. The People's Almanac estimates high school
graduates know 20,000 words but only use 10 to 20% of those. Buzz words such as "leverage" and "transparency" could disqualify your quotable quote from being used by a reporter. Complex language and
endless thoughts don't convey that genuine quality that builds trust in audiences.
Use Powerful Language And Images
Learning to paint a picture with words is the next sound bite skill. When spokespeople create strong visual images in our minds, average messages become extraordinary, and the spokesperson
establishes an emotional connection with the audience. Consider these tools to craft that concrete image:
- Numbers: "Genius is 1% inspiration and 99% perspiration." -- Thomas A. Edison
- Analogies and comparisons: "Life is like a ten-speed bicycle. Most of us have gears we never use." -- Charles M. Schulz
- Cultural references: "In China today, Bill Gates is Britney Spears. In America today, Britney Spears is Britney Spears - and that is our problem." --Thomas Friedman, Pulitzer Prize-winning
bestselling author, on globalization
- Humor: "My feet are still on the ground. I'm just wearing better shoes." -- Oprah Winfrey
Create Rhythm
Keeping it short and simple and using powerful words and images are about the content of the quote. Consider them the lyrics to the song that is your sound bite. But what about the melody and
beat, other essential elements to a chart-topper?
With a few tools, you can create that rhythm and elevate a statement into a quotable quote:
- Repetition: "And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country." -- John F. Kennedy
- Rule of Three: "There is a thin line that separates laughter and pain, comedy and tragedy, humor and hurt." -- Erma Bombeck
- Alliteration: "In the United States today, we have more than our share of nattering nabobs of negativism." -- Spiro Agnew on the media
Remember that a sound bite is designed to be spoken, not read. It may end up in print, but it should be easy for a spokesperson to say. Test it out loud.
Consider these tips a menu to choose from as you like. You can't and shouldn't use all of these tools in one quote. The best sound bites will flow naturally from the speaker and show his or her
personality, as well as convey a point. The reward of mastering the art of the sound bite comes from the connection you make with the reporter and their readers, listeners or viewers. They will truly
understand what you have to say, and want to hear more from you in the future.
Contacts:
Betsy Goldberg and Dina Napoli are communications coaches and curriculum development specialists with Waggener Edstrom Worldwide. They can be reached at [email protected] and [email protected]