Key advocates have developed a knack for crafting the right sprinkler messages for media outlets. Today's sound bite-heavy society, however, has made it more important to get your point across succinctly.
Brad Phillips, who has developed sprinkler advocacy training for the Phoenix Society for Burn Survivors, offers his top ten tips for creating soundbites that will capture the media's attention. (Don't forget that NFPA's Fire Sprinkler Initiative has an array of advocacy materials to also help you promote home fire sprinklers.)
Great sound bites are all around you. Listen closely during conversations with friends and colleagues. What are intended as throwaway comments during casual banter often contain a gem worth saving—so keep pen and paper nearby to record the unexpected gold.
Marcia Yudkin, the “Head Stork” of Named At Last, a naming and tagline development company, came up with 17 tips to help spokespersons create memorable sound bites. I highly recommend her ebook, The Sound Bite Workbook. Among other ideas, she advises spokespersons to brainstorm a list of keywords related to their topic area, look in a thesaurus for unexpected word options, and identify relevant homophones.
Here are 10 types of sound bites the media regularly quote, along with examples for each. (Thanks to Marcia for her help with this list.)
- Similes, Metaphors, and Analogies: “It’s as if Republicans and Democrats are planning a trip, but they disagree over whether you should start the trip from Buenos Aires or Greenland.” – Howard Gleckman, Tax Policy Center
- Triples: “We help ordinary people get rich without working on Wall Street, inheriting wealth, or marrying a millionaire.”
- Rhetorical Questions: “More than 600,000 Americans lost their jobs last month. How many more families need to lose their economic lifeline before Congress acts?”
- Contrasts, Conflicts, or Paradoxes: “Our food is fresh. Our customers are spoiled.” – FreshDirect, online grocer
- Definitiveness or Power: “We are in this to win.” – Gen. David Petraeus
- Superlatives: “This is the biggest technological advance in 50 years in the oil business.” – Philip Crouse, oil analyst
- Pop Culture: “There’s a greater likelihood that I’ll be asked by Madonna to go on tour as her bass player than I’ll be picked to be on the ticket.” – Former Gov. Mike Huckabee (R-AR), assessing his chances of becoming Mitt Romney’s vice-presidential running mate in 2012
- Emotions: “As a New Yorker, I am absolutely horrified by what happened in my city last night.” – Commenter on Daily Kos website about alleged police brutality at a local protest
- Surprise Twist: “I will not exploit, for political purposes, my opponent’s youth and inexperience.” – President Ronald Reagan, diffusing accusations that he was too old for a second term
- Tweaked Clichés: “Money doesn’t grow on trees, but it does grow faster in credit unions without those greedy big-bank fees.”
Media professional Brad Phillips has worked closely with the Phoenix Society for Burn Survivors to help its advocates spread messages on burn injury and prevention, including the importance of home fire sprinklers. He is the author of The Media Training Bible and the Mr. Media Training Blog.