NGO’s (non-governmental organisations), trade unions, and people with extreme political views are usually brilliant at using powerful and emotive language, while big companies tend to be hopelessly dull by comparison – perhaps because they are used to all that dreary corporate-speak. If you use words or phrases in your interview like “it would be a disaster if”, or “this will have dire consequences”, they are much more powerful and headline-worthy than “we are worried about” or “this will have a negative impact on.” If you want your quotes to be lost down in the middle of the piece, or not used at all, use dull language. If you want to stand out and set the agenda, use words which have impact. Here though, it is even more essential to choose your words carefully in advance. If you are always reactive, you make it easier to let the reporter put words in your mouth. Make sure any emotive language you may use is because you have decided it is appropriate, rather than because you are simply responding to something the reporter has said. (Taken from the book The M-Factor by Tom Maddocks)
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