Are you tired of the word “said”?
It’s used so frequently that it’s become invisible. Read any article in the mainstream media and count how many times the word “said” or “says” is used.
In journalism school, PR pros learn that it’s the only word you could use to attribute speech. It’s presented as an unbreakable rule—ignore it at your peril.
The reason for this restriction is the need to maintain impartiality. When it comes to quoting what someone has said, journalists don’t want to inject subjectivity into their reporting. They must stay out of the story and present the facts clearly. “Said” is neutral. “Claimed” is not.
These same style rules carry over to PR, since PR pros want to use the same language journalists use. For those who want to break free and don’t care if they commit a stylistic heresy, here are a few alternatives to “said” that can spice up your copy but remain impartial.