Recently, we read a new CEO-hire press release issued by a former client. The release included quotes from the incoming CEO and from the board chair, both of whom were quoted as being “pleased” with the news.

And then we saw an article by Ann Wylie in PRSA Strategies & Tactics, “Boost C-Suite Impact: 3 Tips for Better Executive Quotes,” it struck a nerve. (The article is not available online yet behind the paywall, but you can check out Wylie’s helpful tips on writing here: https://www.prsa.org/author/wylie-ann.)

According to Wylie, “13% of reporters never use quotes from releases.” Others rarely use quotes or use them only when on deadline.

So you might–reasonably–ask, why spend much time on executive quotes in press releases if reporters don’t use them?

The answer is that executive quotes can help provide context that can put the news in perspective.

But releases that say the executive is “pleased,” “proud” or “excited” by the news in the press release doesn’t help anyone. Reporters have told us, “Of course you’re executive is pleased/proud/excited–that’s why you’re issuing the press release. But that’s not especially meaningful or interesting.”

Wylie suggests three reasons that have nothing to do with pleased, proud or excited–words we have always banned our clients from saying in a press release. She says too many quotes are too long, restate what’s already in the release or don’t sound like the way a person would actually talk.

We have another client experience that may be helpful here. A while back, an executive we prepped used the same exact quote when talking with the New York Times and the USA Today. The USA Today article appeared first, and the Times reporter complained that he couldn’t use the quote because it already appeared in USA Today. So the other lesson is that in interviews with competing media, executives should find different ways to communicate key messages. Word-for-word repetition is not good for their reputation.

If you’re a PRSA member and you write executive quotes, you can access Wylie’s article.

And if you’re not a PRSA member, you can still work on improving executive quotes so they’re meaningful, interesting and useful.

If you follow that advice–that will make us pleased and proud.