Reporters are human beings reporters like a good laugh like anyone else. So, if you use humor, you will be quoted now be very, very careful. This is a tough one because so much of humor is really up. It's poking, it's attacking someone or something. If you're a professional comedian, that's what you get paid for. But for anyone else if you're a spokesperson, a business person for a major corporation, government entity, utility, this is dangerous, because what might seem like good fun when you're in the room talking to reporters, and they can see a smile on your face friendly tone in your voice.

When you're looking at it the next day online or in a newspaper. It can just make you look mean, cruel, harsh, vicious and attacking. So I want to caution you, this is not something to just think up off the top of your head in an interview because it might seem cool or funny or cute or clever at the time. But when that's what people find when they Google your name for the next 20 years, it may make you look mean or nasty or sexist or something you don't want to be associated with. So I want to caution you now, humor can be fine. If you're making fun of yourself.

It's, it's gentle, if it's appropriate, and if it is 100% on your message, but as with all the other sound bite elements, plan it in advance, scrutinize it, get rid of it, if for any reason, you're not completely comfortable with it.