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Casey Frechette offers 10 tips for getting good sound and using it effectively on this Poynter Institute post. They include a guide to the types of sound, what kind of equipment to use, and what to do about the ever-present problem of extraneous noise. Frechette writes: "There’s a reason radio has been called the most visual medium. There’s something about sound that puts our imaginations to work, making us more active participants in the story we’re hearing."