Raise your hand if you’ve ever had to write a press release. Plenty of you, right? And if you haven’t had to write one, there’s a real good chance you’ve had to read one and deliver some feedback to the writer, right? Right.
Well, there’s a reason that press releases are so prevalent. They’re an incredibly useful tool. They’re like the Swiss Army knife of the news cycle. They work in a bunch of different situations and they’re easy to use. However, the best part of this tool is often taken for granted. And I’m not talking about those tiny scissors. Everyone loves those.
What am I talking about? The quote. You know, that attributed statement meant to add color, context and human interest to the entire release.
It has such potential. It has such immense power to make our leaders sound like the living, breathing leaders they are. It is the playground for the creative, yet it’s often relegated to a game of kick the can.
Regardless of the subject matter…a Grand Opening…a corporate partnership…a new product launch…a charitable campaign…the overwhelming majority of (our) press releases suffer from the same formulaic, bland, droning quotes that will “best meet the needs” of the Hall of Shame.
“We launched this new product to best meet our customers’ needs…..”
So how did we get here? How did we end up, as an industry, peddling half-melted vanilla cones on a hot day? Tight deadlines. Shifting expectations. And a room full of executives, lawyers and “stakeholders” that all want/need to have a say. As a result, quotes have become watered down just enough to slip through the cracks and remain impervious to red ink. I get it.
But we have to realize what’s at risk if we continue down this path…most notably, our implicit responsibilities as professional communicators to share a vision, make a strategy relevant, and to (help) our leaders inspire their employees and customers.
How Can You Help?
1. Let’s agree that one phrase is simply forbidden. From this point forward, we can never be “thrilled to announce” anything. We just can’t do it anymore. You can say it to your colleagues, friends and loved ones…but only as you’re telling them about your new commitment to never write it down again. If you ever feel a moment of temptation, simply Google the phrase “thrilled to announce.” The crushing avalanche of results will remind you of this scourge.
2. Let’s remember that quotes come from real people. There’s a really good chance that the ideal quote has already been spoken by your leader. She has an authentic voice. And he has genuine feelings. You just have to listen carefully, and if you do, you should have an intuitive understanding of why this announcement is important to your leader, vital to your organization and interesting to your customers. Perhaps most important, you’ll be able to craft that quote with their words, and that will come across as it’s intended —an insightful and inspiring addition to the facts of the release.
3. Don’t feel the need to repeat what’s already been written. Consistency is key in communications; nobody can dispute that. Once you’ve nailed your mission, vision and values, it’s vital to reinforce those in a steady drumbeat to your associates and various stakeholders. However…let’s admit that those statements aren’t written to jazz up a quote. Nor should they ever be used to anchor the foundation of a quote. Rather, it’s our job to translate those highly scrutinized statements into content that is relevant, compelling and actionable for the audience(s). Trust me, they already know what the organization is trying to consistently deliver.
“Our announcement today is made in service of our mission to consistently deliver quality and value to our customers….”
I don’t intend this article to come across as preachy — nor do I find myself free of culpability. We’ve all struggled with crafting content that cuts through, all while balancing deadlines and a wide range of priorities. If nothing else, let’s make our news feeds a lot more interesting and bosses (and clients) sound like the inspiring and visionary leaders they truly are.
Have a question or thought to share? I’d love to hear it. Now, let’s get back to work.