Sound Bite
A brief, memorable quote or statement designed to capture attention and be easily quoted by media.
Definition
A sound bite is a short, impactful statement — typically 10 to 30 seconds when spoken — crafted to be quotable, memorable, and media-friendly. Sound bites distill complex messages into concise phrases that journalists can easily include in articles or broadcast segments. The best sound bites are vivid, emotional, and instantly understandable.
PR professionals train spokespeople to deliver sound bites during interviews, press conferences, and media appearances. Effective sound bites are prepared in advance but delivered naturally, providing reporters with ready-made quotes that accurately convey the intended message.
Why It Matters
Media coverage is shaped by quotes, and journalists gravitate toward statements that are concise, colorful, and clear. A spokesperson who delivers compelling sound bites is more likely to be quoted accurately and prominently than one who speaks in lengthy, complex sentences.
In the age of social media and short attention spans, sound bites have become even more critical. A well-crafted quote can become a headline, a tweet, or a viral moment that amplifies your message far beyond the original interview.
Examples in Practice
A CEO's sound bite — "We're not building a product, we're building a movement" — becomes the headline of a major tech publication profile, defining the company's narrative for months.
A media-trained executive delivers a 15-second sound bite during a live TV interview that perfectly captures the company's position, which is then replayed across news programs throughout the day.
A nonprofit spokesperson's powerful sound bite about food insecurity — "In the richest country on earth, no child should go to bed hungry" — is quoted in over 40 articles and drives a significant increase in donations.