In Praise of the Sound Bite

Our communications columnist explains why business owners should use this oft-criticized public speaking device to capture customers' attention and make a lasting impression

The sound bite gets a bad rap. Some observers of the 2008 Presidential election race lament the state of political discourse on TV today, referring to it as "sound-bite politics." But sound bites were part of effective political communications long before 24-hour cable news and MTV. That's because sound bites work in situations where persuasion is the goal. Used effectively, speakers both inside and outside of politics know that a short, clear, memorable quote can aid listeners by capturing the essence of an argument.

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