— A surge of intense excitement and pleasure —

I posted the following on LinkedIn last week and it generated quite a response, in just seven days receiving 94,671 impressions, 729 reactions and 65 comments. It’s of interest everywhere, as commentary poured in from Shanghai, China; India; Honduras; Ireland; Greece; Scotland and throughout the U.S.

Here is the original post, below, which you can also view on my LinkedIn account:

For those who follow AP Style, which should mean anyone in PR who communicates with the media, note the new guidance the Associated Press released last week for their “quotations in the news” entry:

• In general, use the verb “said.”
• The verb “announced” is acceptable when referring to an announcement.
• Generally avoid wording such as “claimed,” “admitted,“ “conceded,” etc., which can sound loaded or judgmental.

Most journalism students and reporters already knew to stick with “said,” but congrats to AP for the new guidance.

While we’re at it, let’s discuss another common pitfall – the overuse of “thrilled” in those manufactured quotes. In my role with the Capitol Communicator I see this word used in press releases all the time.

The definition of “thrilled” is to experience a surge of intense excitement and pleasure.

Did your CEO really feel that surge over a new hire? Is your CMO genuinely “thrilled” about a product enhancement?

Tone it down, get a real quote and your press release will be more believable.

Sampling of LinkedIn comments:

Thank the lord that someone took “thrilled” to the wood chipper!!! — Mark S., Georgia

 

I keep saying that unless your CEO is a 10 year old visiting a theme park, he/she/they should not be “thrilled.” — Danielle L., New York

 

I can tell you that few PR provided quotes are usable in feature stories because they don’t sound anything like human speech. They tend to be overly formal, tortured in logic, and lacking any rhetorical punch. It’s different with news stories, where urgency requires us to hold our noses and publish whatever we get — no time to waste. — Roy F., The New York Times

 

While we’re at it, let’s also reduce the use delighted and excited, especially in certain situations. — Robert G., London

 

I like to say “experienced the bliss one can only hope to feel on an entirely different plane of existence” when announcing a new hire or the release of a new report. — Kevin P., Washington, D.C.

 

My long-term (unfulfilled) goal is to get a CEO to say “frankly I’m terrified by x’s appointment….” — Hamish T., Tasmania, Australia