Journalism norms

Soundbite

sound bite · clippable quote

Definition

Soundbite is a short spoken line that can survive a cut: one breath, one fact or one judgment, no dependent clause jungle. Broadcast and now TikTok still need them. A 90-word answer is not a soundbite. It is a filibuster.

Write three before the interview. Do not read them like an ad.

How it works

Answer in a sentence, then offer the number, then stop. If you need policy nuance, add it after the bite so the producer has a clean in-point.

Worked example

“Median residential solar permits in our eight states went from 22 days to 41 in 18 months.” That is a bite. “So, you know, what we’re really trying to do as a company is unlock, you know, the future of energy access” is not.

How it differs

Talking points are internal. A holding statement is a written public line. A soundbite is for audio/video cuts. On the record applies to all of them.

Common errors

Cramming the brand name into every bite. Speaking in slogans without a number. Correcting the producer mid-bite with a second, worse line.

Sources