December 14, 2022
Apologies to anyone reading this, as you may recognize yourself in the content below. If I’m being honest about this, I used to be the kind of person I’m calling out here, so I get it. Even PR professionals like me – and my treasured colleagues – fall back on bad habits from time-to-time and, in our early days, might not even be aware of our sins. This is one of them: the trite press release quote.
Overused, filled with sweeping generalizations and far too enthusiastic, the predictable executive quote is seemingly everywhere, yet says nothing at all. Companies and the people who help them craft quips profess that their leaders are thrilled to use a new software solution, delighted to join a company, excited about an event, and pleased to be recognized with an honor.
As I share this observation, I cringe and long to look back at the many releases I’ve drafted over the years or the ones that have passed my desk and been approved for send-off. You’re probably wondering why I care so much.
Now that this no-no is on your radar, what can you do to lend a fresh, authentic voice to those canned PR quotes?