Use the following checklist before developing your message. The majority of the time, a reporter will ask you this very question. You may want to use the Issues Management Tool in the Appendix, to define your issue and weed out any messages you do not need. Keep the language simple and avoid jargon. Make your message more newsworthy by highlighting a unique aspect of your program, initiative or issue.
Reporters like to work with sound bites, particularly radio.
A sound bite is a 10 to 30 second snippet of information that is used as a quote in a news story. How you communicate your key messages is therefore important and can make or break a news story. Every second counts. Make it brief and memorable. This will add credibility to your argument and increase your chances of being quoted.