Great soundbites are expressions of human emotion – passion about an issue, the joy of success or triumph, the sadness of tragedy – whatever it might be. The best, most meaningful and memorable sound bites are those that reflect emotions and passion inside a person. Feelings expressed, instead of dry facts, are sound bites that radio listeners can identify with and those that tend to influence us, therefore, encourage your spokespeople to “be human.” Also, for radio, sound bites that create a visual make a difference. Instead of illustrating length of something in yards, create a visual by saying “when stretched from end to end, it wraps around the world” to put a true visual in a radio listeners imagination.

Answer submitted by Martha Sharan,
Operations Manager, News Generation, Inc.