Soundbyte
A soundbyte, or soundbite, is a brief, prominent remark or statement excerpted from audio or video footage for insertion in a broadcast, usually a news story. Soundbytes are usually selected from longer speeches or interviews, and represent main points, themes, or key ideas and the overall essence. Frequently, soundbytes are used in commercials for news stories or movies to capture the attention of an audience. Soundbytes serve as excellent sources for quotes.
Soundbytes have been effectively used since the late 1900's, and have become recognized as an important and effective communications tool for audio and video media. Publicists for politicians and other prominent persons frequently deliver speeches with multiple intentional soundbytes, because they and their publicists know the media is more likely to air them. Some prominent media persons, such as Pulitzer Prize winning journalist Mary McGrory, have expressed dislike for a politician's excessive use of soundbytes during political speeches.
Soundbytes do not solely come from political speeches or interviews with prominent persons. Soundbytes are frequently used from speeches and interviews with regular people, and from movies or books.
Because a soundbyte is a small clip of a larger statement, interview, or speech, editors and members of the media can easily manipulate meanings and implications-as is sometimes parodied on movies and television shows-therefore the use of soundbytes in a video or audio program requires professional ethics.
Using Soundbytes
The use of soundbytes requires tact and careful selection for full effect. When choosing soundbytes, media normally look for:
Emotion;
Opinion, eyewitness accounts, or expert analysis;
Sound bites that help explain the story;
Writing Into Soundbytes
Writing that leads into a soundbyte in audio or video assists with effectively introducing and conveying the message. These tips may be used for writing effective lead-ins to soundbytes:
Lead-in or intro writing for the use of a soundbyte should never break the momentum of the story;
It is not always necessary to use the name of the soundbyte source as an introduction, particularly if they are unknown. Using just the name of a source as introduction or conclusion is not always effective;
Avoid making obvious intro statements, such as "John Doe had this to say". Such statements can break the momentum of news stories;
Set up the soundbyte and enhance it with writing that builds momentum and effectively showcases it, and deals with the soundbyte subject matter;
Lead-ins should not imitate or repeat the soundbytes;
Lead-in writing should be subtle for a seamless transition to the soundbyte.
Writing Out of Soundbytes
In video and audio media, writing or scripting dialogue that effectively introduces a soundbyte should be countered by dialogue that effectively transitions out of a soundbyte. Neatly wrapping up or closing a soundbyte can be done by:
Presenting an opposite point of view;
Reinforcing the soundbyte by additional story or quotes that relate to its meaning;
Playing off words for emphasis;
Using other interview or speech segments, such as "Doe also stated."
Historical and Well Known Soundbytes
Many well known and culturally iconic quotes started as a soundbyte. Examples of famous, historical, and well known soundbytes include:
"Senator, you are no Jack Kennedy." said by Lloyd Bentsen
"Mr. Gorbachev, tear down this wall!" said by Ronald Reagan
"Ich bin ein Berliner." said by John F. Kennedy
".One small step for man; one giant leap for mankind." said by Neil Armstrong
"I have a dream." said by Martin Luther King Jr.
"I am not a crook." said by Richard Nixon
"I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth."said by John F. Kennedy
Links:
http://www.101publicrelations.com/
http://publicrelationsideas.com/
http://www.quoteworld.org/speeches/
