Made-Up Quotes And News Releases

One of the most shocking moments in the lives of young PR people -- especially those who move over from the real media -- occurs when they learn they won't get to interview anyone for that news release that's due at 3 p.m.

Yep. They have to make up quotes. And they are usually floored.

When they recover, they wind up crafting comments so staged and formal that no human being could ever utter them.

It's one of the main reasons news releases are so hated. Unfortunately, it's just part of the PR game.


War games

So it's interesting that Dan Gilmor points to a mini-controversy that arose when CNN discovered nearly identical quotes from different people in two different Pentagon releases about insurgent attacks in Iraq.

But Dan has a unique take -- he references a news release from CNN that includes a gobbledy-gook, corporate-speak quote that is no doubt made up.

In other words, it's hard for CNN to criticize the Pentagon when it does the same thing.


Kill the quotes

If news releases aren't dead -- and I don't think they are -- could we at least kill the fake quotes?

Let's face it ... most people aren't skilled enough to craft meaningful dialog that sounds real.

Those who are don't work in PR. They're making a lot more money writing Saturday Night Live skits or movies starring Tom Cruise.

Technorati Tags: PR, Public Relations, Media, News Releases