Press Release Writers Aren’t as “Excited” These Days
I’m so excited… I just scanned nearly 200 press releases sent out over wire services today and found just two “excited” quotes!
- “We’re really excited about the launch of LaceLynx.”
- “We’re very excited to be bringing our ITIL(R) training courses to San Diego.”
Why is this noteworthy? Because in January, I wrote a post, Bad Press Releases Feature Ridiculous, Boring Quotes, in which I criticized the number of just plain bad quotes used in press releases, mainly ones in which someone was excited about something. That time, I easily found nearly two dozen examples in less than an hour.
Granted, in today’s releases some writers simply exchanged “excited” for other equally boring examples: four of those quoted were “honored,” three were “pleased,” and one was “proud.” (Why do these people have to be anything? Why can’t they just say something that adds to the story?)
And I still found plenty of jargon filled, non-conversational quotes which no normal human being would actually say:
“Recognizing the world-class standards for which Four Seasons is internationally renowned, KoolConnect sought to create a user interface that would extend both the elegance and sophistication of their brand onto the television. We trust that travelers to the Philadelphia area will not only enjoy an abundance of first-run HD studio releases, but will find immense benefit in the infotainment applications of Intrigue.”
But, still, I’m very pleased with today’s results, and honored and proud that maybe some press release writers took my advice.
