| When developing your public relations campaign and | | | | clever, you don't want to go overboard. For example a |
| when writing your press releases, keep in mind the | | | | clothing designer might say: "My aim is not to sell a |
| communication power of sound bites. Sound bites are | | | | piece of clothing, but to instill a sense of style." Now |
| quick, colorful, easy-to-understand responses. No one | | | | that I think about it, that clothing designer is on the right |
| really talks in sound bites, at least no one you'd want to | | | | track. What you want to do is develop your own |
| be around for any amount of time, which is why you | | | | innate sense of style in your delivery and presentation. |
| need to practice to make your delivery work and | | | | It may take some time to find some sound bites that |
| sound natural. Think of sound bites as a type of | | | | seem to fit. Play with them. Eventually you'll find the |
| entertaining media Morse code. You have no time for | | | | right ones. Keep in mind, you want a couple of sound |
| the superficial, you only want to get across the | | | | bites that you can pepper into the conversation, but |
| essential information, but you want to do it in an | | | | you definitely do not want your entire conversation to |
| interesting way. | | | | be a series of sound bites. Some people become |
| You might be interviewed for half an hour but only end | | | | obsessed with finding clever ways to turn a phrase. |
| up with two minutes of air time. So work on developing | | | | Sound bites are just a tool, an aid. Find a couple that |
| a few short sentences that are fun and help get your | | | | you can use, in your PR campaign, make them fun, |
| message across. Although they can be witty, cute, or | | | | memorable, catchy - and move on. |