When developing your public relations campaign and when writing your press releases, keep in mind the communication power of sound bites. Sound bites are quick, colorful, easy-to-understand responses. No one really talks in sound bites, at least no one you'd want to be around for any amount of time, which is why you need to practice to make your delivery work and sound natural. Think of sound bites as a type of entertaining media Morse code. You have no time for the superficial, you only want to get across the essential information, but you want to do it in an interesting way.
You might be interviewed for half an hour but only end up with two minutes of air time. So work on developing a few short sentences that are fun and help get your message across. Although they can be witty, cute, or clever, you don't want to go overboard. For example a clothing designer might say: "My aim is not to sell a piece of clothing, but to instill a sense of style." Now that I think about it, that clothing designer is on the right track. What you want to do is develop your own innate sense of style in your delivery and presentation. It may take some time to find some sound bites that seem to fit. Play with them. Eventually you'll find the right ones. Keep in mind, you want a couple of sound bites that you can pepper into the conversation, but you definitely do not want your entire conversation to be a series of sound bites. Some people become obsessed with finding clever ways to turn a phrase. Sound bites are just a tool, an aid. Find a couple that you can use, in your PR campaign, make them fun, memorable, catchy - and move on.
Copyright © Anthony Mora 2008