Sound bites are usually between how many words?

• A. Five to eight words
• B. Ten to fifteen words
• C. Seven to twelve words
• D. Twelve to twenty words

Answer: (C)

Sound bites in risk communication aim for concise, memorable messages that can travel quickly across media and be easily recalled by the public. The best range here is seven to twelve words because it strikes a balance: wide enough to convey a clear action or instruction, but short enough to be grasped at a glance and repeated in conversations, headlines, and social platforms. If the line is much shorter, it may be vague or fail to specify what people should do. If it’s longer, it loses impact, makes recall harder, and risks dilution or misinterpretation.

Examples within this range work well: "Protect your family: wash hands and stay home when possible." or "If it's dangerous, stay away and seek official updates." Both are short, concrete, and easy to remember, which helps the message stick and spread.