There is absolutely no easier way to get quoted in the media than to use a phrase like absolute must. Never reporters love absolutes. They're trying to bring clarity to an issue. They can't generally use absolutes. They can't say absolutely this will happen over my dead body this will happen or won't happen. But they love quoting people like you using an absolute so if you can state something with a never must always have to.

Now some of you're saying, oh, wait a minute, TJ the one thing they tell us in corporate relations and the legal department don't use absolutes that's gonna set us up for trouble. Again, it all depends on what the message is. You can't just randomly have sound bites come out of your mouth and hope that it works in the final story. It only works if it's 100% on your message. So if Your messages we absolutely make safety, our number one concern. That could be a soundbite.

It's hard to see how anyone's going to be upset about that within your corporate structure. That message might not be interesting to the reporter depends on the topic of the day. But if it is, that would be quoted so don't forget, absolute always, never have to must. putting an absoluteness to it brings it urgency to it makes it more interesting, more compelling and more quotable.