How to Speak in Soundbites
Stop rambling and start dropping the mic
Have you ever noticed some people are just so damn eloquent?
In a board room, in front of a massive audience, or with an interviewer pointing a microphone in their face, they are able to articulate a complex point so well that everyone starts nodding their heads in agreement. Perhaps there’s a few smiles, maybe even some cheers.
How do they do that?
Good news: you can learn to do it, too. There is a small science to making your points succinctly and memorably without droning on.
I classify public speaking into 4 types:
(1) Persuasive - trying to get someone to do a thing
(2) Ceremonial - expressing a sentiment for a formal occasion (think toasts, welcomes, farewells, etc.)
(3) Extemporaneous - a short and sweet soundbite, usually for press or for networking
(4) Informative - educating an audience
Today we’re talking about Extemporaneous speaking. It’s the art of sounding like you have a witty take just off the top of your mind when you actually did some homework first. This is a useful skill for healthcare providers who want to explore non-clinical work, such as admin positions or working in the industry. You’re going to be compensated for your expertise, but also how well you can communicate that expertise with others.
Nervous about public speaking? For more on that topic check out my post: 4 Public Speaking Tips to Be More Engaging and Confident
Whether you have days, hours, or only minutes to prepare your soundbite, the approach I share below will serve you well.
Make a headline
One of the greatest sins in public speaking is leaving the audience wondering what the heck you were talking about. This is even more so when your speaking time is limited.
So let’s start crafting your soundbite by thinking about just exactly what point you want to get across. Ask yourself, what do you want? Here’s a scenario: your organization is donating care to the underserved and you might be interviewed about it. Distill down to the very essence of what you want, leaving behind the impurities of emotion or extraneous detail.
Emotion and extraneous detail are enemies of soundbites. They will get you off track, clutter your thoughts, and lead you to ramble in front of a disengaged audience. It’s great to be passionate about a topic, but soundbites need focus.
The want in this scenario is altering the community to your charitable act. It’s as simple as saying: “Today the New York State Dental Association is providing free screenings at the Saratoga Race Course.” It’s not elegant yet, but this is the very essence of what we want to say.
Okay, now that you have your short and sweet ask, let’s see if there’s a clever and memorable way to phrase it. You have the what of your want, so let’s add on the why. Perhaps something like: “Today the New York State Dental Association is providing free screenings at the Saratoga Race Course to raise awareness that the lifetime risk for oral cancer in men is 1 in 60.” Short and memorable. Soundbite mission accomplished.
If you know your soundbite opportunity could be edited down to less than 10 seconds, like on a media interview, then you really need to nail this headline. You might even lead off your comments with it so that you know for sure the point captured. In the above example, I would make that exact statement about the oral cancer screenings the very first thing I say. Any other statistics or sentiments I can share memorably after that is a bonus.
In most cases you’ll have more than just a few seconds to capture an audience’s attention, so we’ll need to dress up your headline a bit more…
Frameworks are your friend
A framework provides structure for your soundbite. If you tend to ramble, then they are your secret weapon for staying on point.
A popular example that can serve you well in many situations is called the PREP framework:
Point - This is the what of your want, the most basic element of your headline.
Reason - This is the why of your want. What happens if we do or don’t do what you want?
Example - Tell a very short anecdote that illustrates your reason. Add some color to your cold hard request. Bonus points if you make me feel something.
Point - Restate your headline with some rallying cries and aspirational calls to action.
Let’s say you want your professional association delegates to pass a proposed bill because it will increase funding for an important initiative. Here’s what your comments could look like using the PREP framework:
P: “I’m speaking in favor of the resolution to increase funding for new graduate events.”
R: “Our association has seen a worrying decline in membership over the past few years, especially among our youngest colleagues.”
E: “Last fall, we spent $1000 on a new graduate networking event that yielded 2 new memberships and a whole lot more interest. That’s $500 per new member, each of which who will pay $800 per year in dues— I’d say we got a pretty darn good return on our investment.”
P: “So let’s continue to make smart investments in the future of our association and vote YES to this resolution.”
Would you like to lecture at conferences around the world? Check out my post: How to Launch Your Career as a Professional Speaker
There are no excuses for not rehearsing
Only when you have truly mastered the craft can you speak in soundbites extemporaneously. For the rest of us, being eloquent off the cuff means putting in a bit of work ahead of time.
If your event isn’t for a few days, you have plenty of time to practice. I’ve given many speeches to my showerhead. If your soundbite moment is more spontaneous, then run it in your mind several times before you open your mouth. Grab ahold of your headline with your want and your why. If you can think of an anecdote, then flesh out your headline into the PREP framework. Now repeat it in your head a few times and get ready to drop the mic.