tion that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Cochran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

We have nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural address, gave hope to the American people during the time of the Great

A sound bite is a short quote that boils down a longer message into an easy-to-repeat, memorable phrase. In today's fast-paced world of message overload, the sound bite is even more powerful than it has ever been. A major objective of media training is helping you learn to think in sound bites.

How can you do this? When you are talking with colleagues about your product, service or issue, listen for sound bites people are already using. If you are developing talking points during a media training session in preparation for specific interviews, do so with sound bites in mind. What will make it into print? How can you translate a conversational style (which tends to be more wordy) into a series of short, message-specific phrases?

The reason media training focuses so much in getting you to think in sound bites is because that's how reporters think. When it comes time to edit your interview, they'll be editing with sound bites in mind. If you give a rambling, long-winded interview, you may be shocked and disturbed to discover that your comments are edited drastically, possibly changing your meaning entirely. When you speak in sound bites to begin with, you make the media's job easier, and it becomes much more likely that your comments will make it into print or onto TV in the way you intended.

Take, as examples, the following famous sound bites and consider what they were able to accomplish.

And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country. John F. Kennedy

President Kennedy was known for his ability to instill in the American people a sense of patriotism. His inaugural address, and this sound bite in particular, are forever remembered as classic moments in U.S. history.

I will not exploit, for political purposes, my opponent's youth and inexperience. Ronald Reagan

This comment quickly put an end to speculation that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Cochran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

We have nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural address, gave hope to the American people during the time of the Great

training session in preparation for specific interviews, do so with sound bites in mind. What will make it into print? How can you translate a conversational style (which tends to be more wordy) into a series of short, message-specific phrases?

The reason media training focuses so much in getting you to think in sound bites is because that's how reporters think. When it comes time to edit your interview, they'll be editing with sound bites in mind. If you give a rambling, long-winded interview, you may be shocked and disturbed to discover that your comments are edited drastically, possibly changing your meaning entirely. When you speak in sound bites to begin with, you make the media's job easier, and it becomes much more likely that your comments will make it into print or onto TV in the way you intended.

Take, as examples, the following famous sound bites and consider what they were able to accomplish.

And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country. John F. Kennedy

President Kennedy was known for his ability to instill in the American people a sense of patriotism. His inaugural address, and this sound bite in particular, are forever remembered as classic moments in U.S. history.

I will not exploit, for political purposes, my opponent's youth and inexperience. Ronald Reagan

This comment quickly put an end to speculation that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Cochran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

We have nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural address, gave hope to the American people during the time of the Great

erview, you may be shocked and disturbed to discover that your comments are edited drastically, possibly changing your meaning entirely. When you speak in sound bites to begin with, you make the media's job easier, and it becomes much more likely that your comments will make it into print or onto TV in the way you intended.

Take, as examples, the following famous sound bites and consider what they were able to accomplish.

And so, my fellow Americans, ask not what your country can do for you; ask what you can do for your country. John F. Kennedy

President Kennedy was known for his ability to instill in the American people a sense of patriotism. His inaugural address, and this sound bite in particular, are forever remembered as classic moments in U.S. history.

I will not exploit, for political purposes, my opponent's youth and inexperience. Ronald Reagan

This comment quickly put an end to speculation that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Cochran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

We have nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural address, gave hope to the American people during the time of the Great

untry can do for you; ask what you can do for your country. John F. Kennedy

President Kennedy was known for his ability to instill in the American people a sense of patriotism. His inaugural address, and this sound bite in particular, are forever remembered as classic moments in U.S. history.

I will not exploit, for political purposes, my opponent's youth and inexperience. Ronald Reagan

This comment quickly put an end to speculation that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Cochran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

We have nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural address, gave hope to the American people during the time of the Great

tion that Reagan was too old for a second term as president.

If it doesn't fit, you must acquit. Johnnie Cochran

This memorable moment during the O.J. Simpson murder trial played a significant role in winning Simpson's acquittal.

We have nothing to fear but fear itself. Franklin D. Roosevelt

This quote, spoken by Roosevelt during his first inaugural address, gave hope to the American people during the time of the Great Depression, urging them not to lose hope in the face of economic crisis.

These sound bites have stood the test of time because they are powerful, succinct statements that say exactly what the speakers intended to say. They are message-rich sound bites, the kind you need to develop for your interviews, if you want to get your messages out to the public.