{"id":950,"date":"2015-03-08T10:50:33","date_gmt":"2015-03-08T10:50:33","guid":{"rendered":"https:\/\/courses.candelalearning.com\/businesscommunication\/?post_type=chapter&#038;p=950"},"modified":"2015-03-08T23:44:23","modified_gmt":"2015-03-08T23:44:23","slug":"15-1-sound-bites-and-quotables","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/chapter\/15-1-sound-bites-and-quotables\/","title":{"raw":"Sound Bites and Quotables","rendered":"Sound Bites and Quotables"},"content":{"raw":"<div class=\"bcc-box bcc-highlight\">\r\n<h3>LEARNING OBJECTIVES<\/h3>\r\nBy the end of this section, you will be able to:\r\n<ul id=\"mclean-ch15_s01_l01\" class=\"im_orderedlist\">\r\n\t<li>Discuss elements that make a sound bite effective.<\/li>\r\n\t<li>Choose a sound bite or quote from a written or verbal message.<\/li>\r\n\t<li>Prepare a quote that is memorable.<\/li>\r\n<\/ul>\r\n<\/div>\r\n&nbsp;\r\n<div class=\"im_section\">\r\n<div id=\"mclean-ch15_s01_n01\" class=\"im_learning_objectives im_editable im_block\"><\/div>\r\nSometimes the words with the most impact are succinct, memorable statements. <span class=\"im_margin_term\"><span class=\"im_glossterm\">Sound bites<\/span><\/span>, brief statements that zero in on the point of a larger or longer message, are often excised from interviews and articles, and presented apart from the context in which they were originally written or spoken. <span class=\"im_margin_term\"><span class=\"im_glossterm\">Slogans<\/span><\/span> are phrases that express the goals, aims or nature of a product, service, person, or company. <span class=\"im_margin_term\"><span class=\"im_glossterm\">Quotes<\/span><\/span> are memorable sayings extracted from written or verbal messages. Some move armies, while others make armies laugh. All are memorable and quickly become part of our cultural literacy, expressing a common sentiment or perception, and reinforcing our image of the speaker, business, product, or service.<span id=\"fwk-mclean-fn15_003\" class=\"im_footnote\">Taylor, I. (2004). <em class=\"im_emphasis\">Mediaspeak: Strategy. Sound-Bites. Spin: The plain-talking guide to issures, reptuation and message management<\/em>. Toronto, Canada: Hushion House Publishing.<\/span>\r\n\r\n<\/div>\r\n<div class=\"im_section\">\r\n<h2>Common Elements of Effective Sound Bites<\/h2>\r\nWhether you are writing a document, preparing a presentation, or both, you will want to consider how others will summarize your main point. If you can provide a clear sound bite or quote, it is more likely to get picked up and repeated, reinforcing your message. By preparing your sound bites, you help control the interpretation of your message.<span id=\"fwk-mclean-fn15_004\" class=\"im_footnote\">Kerchner, K. (1997). <em class=\"im_emphasis\">Soundbites: A business guide for working with the media<\/em>. Superior, WI: Savage Press.<\/span> Here are four characteristics of effective sound bites:\r\n<ol id=\"mclean-ch15_s01_s01_l01\" class=\"im_orderedlist im_editable im_block\">\r\n\t<li>Clear and concise<\/li>\r\n\t<li>Use vivid, dynamic language<\/li>\r\n\t<li>Easy to repeat<\/li>\r\n\t<li>Memorable<\/li>\r\n<\/ol>\r\nYour goal when writing a sound bite or quote is to make sure your idea represents all four characteristics. You won\u2019t always be creating the message; in some cases you may be asked to summarize someone else\u2019s written or verbal message, such as an interview, with a quote or a sound bite. Look for one or more sentences or phrases that capture these elements and test them out on your classmates or colleagues. Can the sound bite, slogan, or quote be delivered without stumbling? Is it easy to read? Does it get the job done?\r\n<div id=\"mclean-ch15_s01_s01_n01\" class=\"im_key_takeaways im_editable im_block\">\r\n<h3 class=\"im_title\"><\/h3>\r\n<div class=\"bcc-box bcc-success\">\r\n<h3>KEY TAKEAWAY<\/h3>\r\n<section>\r\n<div data-type=\"note\">Sound bites are brief statements that are often quoted.<\/div>\r\n<\/section><\/div>\r\n<h3 class=\"im_title\"><\/h3>\r\n&nbsp;\r\n<div class=\"bcc-box bcc-info\">\r\n<h3>EXERCISES<\/h3>\r\n<section id=\"self-check-questions\">\r\n<ol id=\"mclean-ch15_s01_s01_l02\" class=\"im_orderedlist\">\r\n\t<li>Choose a product or service that you find appealing. Try to come up with several sound bites, slogans, or quotes that meet all four criteria. You may look to company sales materials or interviews as a source for this exercise, and if you pull a quote from an online interview, please post the link when you complete your assignment. Discuss how the sound bite, slogan, or quote meets all four criteria in your response.<\/li>\r\n\t<li>Match these phrases with their sources.\r\n<div class=\"im_informaltable\">\r\n<table cellspacing=\"0\" cellpadding=\"0\">\r\n<thead>\r\n<tr>\r\n<th>Product, Business or Person<\/th>\r\n<th>Sound Bite, Slogan, or Memorable Quote<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td>A. Nike<\/td>\r\n<td>1. Where\u2019s the beef?<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>B. Barack Obama<\/td>\r\n<td>2. Ask not what your country can do for you, but what you can do for your country.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>C. Homer Simpson<\/td>\r\n<td>3. Huge. That\u2019s huge, or huge.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>D. Wendy\u2019s<\/td>\r\n<td>4. Just do it!<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>E. John F. Kennedy<\/td>\r\n<td>5. It\u2019s amazing how much you can get done when you\u2019re not trying to take credit for it.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>F. Neil Armstrong<\/td>\r\n<td>6. D\u2019oh!<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>G. Paris Hilton<\/td>\r\n<td>7. That\u2019s one small step for a man; one giant leap for mankind.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>H. Franklin D. Roosevelt<\/td>\r\n<td>8. A diamond is forever.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>I. De Beers Consolidated<\/td>\r\n<td>9. The only thing we have to fear is fear itself.<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\nAnswers: A-4, B-5, C-6, D-1, E-2, F-7, G-3, H-9, I-8<\/li>\r\n\t<li>Indicate at least one sound bite or memorable quote and who said it. Please share your results with classmates and compare your results.<\/li>\r\n<\/ol>\r\n<\/section><\/div>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"bcc-box bcc-highlight\">\n<h3>LEARNING OBJECTIVES<\/h3>\n<p>By the end of this section, you will be able to:<\/p>\n<ul id=\"mclean-ch15_s01_l01\" class=\"im_orderedlist\">\n<li>Discuss elements that make a sound bite effective.<\/li>\n<li>Choose a sound bite or quote from a written or verbal message.<\/li>\n<li>Prepare a quote that is memorable.<\/li>\n<\/ul>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"im_section\">\n<div id=\"mclean-ch15_s01_n01\" class=\"im_learning_objectives im_editable im_block\"><\/div>\n<p>Sometimes the words with the most impact are succinct, memorable statements. <span class=\"im_margin_term\"><span class=\"im_glossterm\">Sound bites<\/span><\/span>, brief statements that zero in on the point of a larger or longer message, are often excised from interviews and articles, and presented apart from the context in which they were originally written or spoken. <span class=\"im_margin_term\"><span class=\"im_glossterm\">Slogans<\/span><\/span> are phrases that express the goals, aims or nature of a product, service, person, or company. <span class=\"im_margin_term\"><span class=\"im_glossterm\">Quotes<\/span><\/span> are memorable sayings extracted from written or verbal messages. Some move armies, while others make armies laugh. All are memorable and quickly become part of our cultural literacy, expressing a common sentiment or perception, and reinforcing our image of the speaker, business, product, or service.<span id=\"fwk-mclean-fn15_003\" class=\"im_footnote\">Taylor, I. (2004). <em class=\"im_emphasis\">Mediaspeak: Strategy. Sound-Bites. Spin: The plain-talking guide to issures, reptuation and message management<\/em>. Toronto, Canada: Hushion House Publishing.<\/span><\/p>\n<\/div>\n<div class=\"im_section\">\n<h2>Common Elements of Effective Sound Bites<\/h2>\n<p>Whether you are writing a document, preparing a presentation, or both, you will want to consider how others will summarize your main point. If you can provide a clear sound bite or quote, it is more likely to get picked up and repeated, reinforcing your message. By preparing your sound bites, you help control the interpretation of your message.<span id=\"fwk-mclean-fn15_004\" class=\"im_footnote\">Kerchner, K. (1997). <em class=\"im_emphasis\">Soundbites: A business guide for working with the media<\/em>. Superior, WI: Savage Press.<\/span> Here are four characteristics of effective sound bites:<\/p>\n<ol id=\"mclean-ch15_s01_s01_l01\" class=\"im_orderedlist im_editable im_block\">\n<li>Clear and concise<\/li>\n<li>Use vivid, dynamic language<\/li>\n<li>Easy to repeat<\/li>\n<li>Memorable<\/li>\n<\/ol>\n<p>Your goal when writing a sound bite or quote is to make sure your idea represents all four characteristics. You won\u2019t always be creating the message; in some cases you may be asked to summarize someone else\u2019s written or verbal message, such as an interview, with a quote or a sound bite. Look for one or more sentences or phrases that capture these elements and test them out on your classmates or colleagues. Can the sound bite, slogan, or quote be delivered without stumbling? Is it easy to read? Does it get the job done?<\/p>\n<div id=\"mclean-ch15_s01_s01_n01\" class=\"im_key_takeaways im_editable im_block\">\n<h3 class=\"im_title\"><\/h3>\n<div class=\"bcc-box bcc-success\">\n<h3>KEY TAKEAWAY<\/h3>\n<section>\n<div data-type=\"note\">Sound bites are brief statements that are often quoted.<\/div>\n<\/section>\n<\/div>\n<h3 class=\"im_title\"><\/h3>\n<p>&nbsp;<\/p>\n<div class=\"bcc-box bcc-info\">\n<h3>EXERCISES<\/h3>\n<section id=\"self-check-questions\">\n<ol id=\"mclean-ch15_s01_s01_l02\" class=\"im_orderedlist\">\n<li>Choose a product or service that you find appealing. Try to come up with several sound bites, slogans, or quotes that meet all four criteria. You may look to company sales materials or interviews as a source for this exercise, and if you pull a quote from an online interview, please post the link when you complete your assignment. Discuss how the sound bite, slogan, or quote meets all four criteria in your response.<\/li>\n<li>Match these phrases with their sources.\n<div class=\"im_informaltable\">\n<table cellpadding=\"0\" style=\"border-spacing: 0px;\">\n<thead>\n<tr>\n<th>Product, Business or Person<\/th>\n<th>Sound Bite, Slogan, or Memorable Quote<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>A. Nike<\/td>\n<td>1. Where\u2019s the beef?<\/td>\n<\/tr>\n<tr>\n<td>B. Barack Obama<\/td>\n<td>2. Ask not what your country can do for you, but what you can do for your country.<\/td>\n<\/tr>\n<tr>\n<td>C. Homer Simpson<\/td>\n<td>3. Huge. That\u2019s huge, or huge.<\/td>\n<\/tr>\n<tr>\n<td>D. Wendy\u2019s<\/td>\n<td>4. Just do it!<\/td>\n<\/tr>\n<tr>\n<td>E. John F. Kennedy<\/td>\n<td>5. It\u2019s amazing how much you can get done when you\u2019re not trying to take credit for it.<\/td>\n<\/tr>\n<tr>\n<td>F. Neil Armstrong<\/td>\n<td>6. D\u2019oh!<\/td>\n<\/tr>\n<tr>\n<td>G. Paris Hilton<\/td>\n<td>7. That\u2019s one small step for a man; one giant leap for mankind.<\/td>\n<\/tr>\n<tr>\n<td>H. Franklin D. Roosevelt<\/td>\n<td>8. A diamond is forever.<\/td>\n<\/tr>\n<tr>\n<td>I. De Beers Consolidated<\/td>\n<td>9. The only thing we have to fear is fear itself.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Answers: A-4, B-5, C-6, D-1, E-2, F-7, G-3, H-9, I-8<\/li>\n<li>Indicate at least one sound bite or memorable quote and who said it. Please share your results with classmates and compare your results.<\/li>\n<\/ol>\n<\/section>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-950\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Communication For Business Success. <strong>Authored by<\/strong>: anonymous. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/2012books.lardbucket.org\/books\/communication-for-business-success\/\">http:\/\/2012books.lardbucket.org\/books\/communication-for-business-success\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/4.0\/\">CC BY-NC-SA: Attribution-NonCommercial-ShareAlike<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":9,"menu_order":28,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"Communication For Business Success\",\"author\":\"anonymous\",\"organization\":\"\",\"url\":\"http:\/\/2012books.lardbucket.org\/books\/communication-for-business-success\/\",\"project\":\"\",\"license\":\"cc-by-nc-sa\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-950","chapter","type-chapter","status-publish","hentry"],"part":1011,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":4,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/950\/revisions"}],"predecessor-version":[{"id":1163,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/950\/revisions\/1163"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/parts\/1011"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/950\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/media?parent=950"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=950"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/contributor?post=950"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-businesscommunication\/wp-json\/wp\/v2\/license?post=950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}