Soundbite
A brief, quotable statement designed to be memorable and usable in media coverage.
Definition
A soundbite is a short, quotable statement—typically under 15 seconds for broadcast—designed to convey a key message memorably. Effective soundbites are concise, compelling, and complete enough to stand alone when extracted from longer interviews.
In the fragmented media environment, soundbites are often all that survives from extended interviews. The ability to deliver key messages in bite-sized, quotable form is essential for media effectiveness.
Why It Matters
Journalists select quotes based on impact and clarity. Rambling, complex answers don't get used; crisp soundbites do. Preparing soundbites increases the likelihood that your preferred messages appear in coverage.
Soundbite discipline also helps spokespeople stay on message, providing clear endpoints rather than wandering responses.
Examples in Practice
A CEO's prepared soundbite becomes the headline quote in coverage across multiple outlets.
Media training focuses on soundbite delivery, transforming long-winded expert explanations into quotable clarity.
A crisis response soundbite, prepared in advance, provides the perfect on-message statement under pressure.