Promo-Chiro knowhow

Encountering the media

What makes a quote “quotable” ?

Most journalists follow the same unwritten criteria in selecting quotes for publication or broadcast. A good quote :

• sums up succinctly your point of view ;
• contains enough information to stand alone ;
• uses everyday language, not jargon.

To increase the impact of what you say, make your statements :

• colorful or metaphorical, e.g., “Deficits are a deadly poison. They make economics shrivel up and die” ;
• passionate or energetic, e.g., I believe in my heart that this is not only right, but fair” ;
• direct, not indirect, e.g., “We must deal with this” rather than “This issue, once it has been discussed by all the parties, must be addressed”.

How much time do you have ? The average :

• For television and radio… 10 to 15 seconds ;
• For print… 1 or 2 sentances.