You've planned your message, that's great. But if you're being interviewed by any radio show, and it's being aired later, and they can edit it down and put your quotes into the store, you've got to think about your sound bites your quotes, what is going to be used because if a reporter from, for example, national public radio interviews you for half an hour, you might only get one or 215 or maybe 22nd sound bites in that particular radio broadcast. So, you need to know in advance, you need to plan in advance. You can't do it by asking the reporter what they're going to use, they're not going to tell you and they might not know. So you've got to package your messages with things that make your ideas more quotable. That make a reporter want to pull a bite out of that sound and put it into the story.

That's what we're talking about with sound bites. What I have found in doing thousands and thousands of dogs radio shows and being on talk radio since the early 1980s is that all quotes come from 10 speech patterns. Now you don't necessarily know what a reporter's biases are what they like don't like but you can tell in advance the certain speech patterns that get reporters attention and editor's attention when they put together radio broadcast. And I have found that nearly every quote comes from these 10 speech patterns let's which by the way are all listed and spelled out for you in the bonus section of this course, in the books, the media training A to Z book and the media training success book, so if you don't get all now it's all in the book. But the big ones are, for example, absolutes anytime you start a sentence with absolute always must never.

Reporters will coach you using that attacks. Reporters love attacks. Anytime you attack somebody you attack yourself or anyone else, a competitor Reporters will attack you emotion is another reporters are not allowed to talk about their emotions. But if you talk about how you're worried, frustrated, upset, angry, that will get you quoted virtually every single time. What else is highly quotable, rhetorical questions simply stating your message in a question format. So remember, it is not enough to just hit your message again and again and again in a straightforward, logical, rational manner.

You have to package your messages with these nuggets, these sound bites. Again, it's all in the sound byte chapter in each one of the books, please take a look and don't go into an edited talk radio interview, without having sound bites. Now the beauty of live radio is you're not going to be edited out for sound necessarily although if you are a CEO, a politician, someone really in the spotlight and you say something thing, really embarrassing. you commit a gaffe well that will be pulled out. So you always have to think about how anyone would make you look bad with anything coming out of your mouth.