We re all taught to avoid clichés by our high school English teachers. And this is good advice, when it comes to writing reporters, articles, or even giving speeches. Reporters have also been taught by their instructors to never, ever write or utter clichés in news reports.
However, there is one big exception to this rule for both newsmakers and news
reporters: Reporters LOVE quoting experts, executives and newsmakers using clichés.
Why?
Because clichés are often more colorful ways of making points. Clichés become clichés in the first point because they are a more memorable way of making a message stick in someone’s head.
A journalist’s job is to make new information more understandable and more memorable to readers, viewers or listeners. When a reporter combines new information along side a cliché that repackages old information, the result is often a better understanding and context of the new story.
If you want to be a masterful media communicator, sometimes you have to swallow your pride. You have to realize that you are not the journalist or writer—your job is to get your message out. Your high school English teacher might not be impressed if she sees you quoted while using a cliché, but that should not be your concern. Your job is to get quotes that reflect your message.
“At the end of the day…”
“The bottom line is…”
“We hit a home run when we…”
None of these clichés are brilliant, but they may help you insert your main points into a story.
One of my clients was a financial regulator for the state of Florida. His office often had to shut down fraudulent boiler room operations. His message, after each shut down, was that consumers should be cautious if someone calls them at dinner time and offers to turn $5000 into $10,000 in three weeks in an oil well investment.
That was the message, but how did he get this idea into newspapers, TV and radio?
He said, “Remember citizens, if it sounds too good to be true, it probably is.”
Same message as above, but because it is a cliché, the news media quoted him. And they quoted him using this cliché EVERY 3 MONTHS FOR 20 YEARS.
Not only do clichés work, but they will keep working for you over and over again.
Remember “If it ain’t broke, don’t fix it.”
