Sound Bite

When a reporter interviews a subject for a news story, often only a small segment or a single quote from the actual interview will be used in the broadcast. These small segments are known as sound bites. A sound bite is a reference to the short comments that broadcast media use during news stories.

Although an interview with a reporter may last 30 minutes, what actually appears in the edited broadcast version will most likely be paired down to a 30-second (or less) sound bite. A sound bite is on average less than 10 seconds. Radio broadcasts tend to limit sound bites to only one sentence, a mere 8 to 10 words. Television sound bites are only one or two sentences in length, or about 25 words.

Because the length of a sound bite is so limited, it is important to have statements prepared in advance of an interview to increase chances of having the media use crucial portions of an interview. Once the prepared message has been delivered, it is important to stop talking. Answers to questions during the interview must be short and direct. Also, using clear and concise language as well as colorful and descriptive words will increase odds of the media using portions of an interview. By using short and direct responses and providing short sound bites, it is possible to have two short bites appear in one news segment.

For an effective sound bite, it is important to distill information into two or three key points. It is necessary to have a clear and concise message and corresponding key points to convey during an interview. By sticking to three key points or less, the audience is less likely to be confused and lose interest.

Unfortunately sometimes the sound bite may be taken out of context and be misleading. It is important that any spokesperson for an organization be prepared for an interview—have key messages [Page 793]already prepared that will make great sound bites and avoid using terminology that may be used out of context and sound negative. An interview subject who talks in sound bites is more likely to be included in the story since it facilitates editing and is short enough, and interesting enough, to fit the quick time frame of broadcast news.