Sometimes you need to give a quick response to a media inquiry. Often journalists spread their net a bit, looking for something quick from the first responder (to add to an almost-finished audio piece). There’s no need to be bitter about this – better to be prepared. And concise. And you don’t want to say something too specific or controversial – particularly if you are responding to questions on a sensitive topic. You also want to give the sense that the question might be simple but, by gosh, the answer is complex. It’s hard to give that impression in a sound-bite response. Until now. If said properly, this is a maximum of one word in under one second.