It’s a no. &*@% uncivilized society that we live in. Our computers crash? We swear. Someone pisses us off? We let loose a string of profanity.
It’s a no. &*@% uncivilized society that we live in. Our computers
crash? We swear. Someone pisses us off? We let loose a string of
Alas, one PR pro has taken it upon himself to try to curb our excessive
use of expletives.
James O’Connor, president of O’Connor Communications in Northbrook, IL,
has chronicled his anti-cuss crusade in Cuss Control: The Complete Book
on How to Curb Your Cursing, due out on April 11. The book includes
tidbits such as a ’sh*t list’ of 70 common uses of the word ’sh*t,’ such
as ’I feel like sh*t,’ ’this food tastes like sh*t’ and ... well, you
get the point.
Sound like an unusual area for a PR pro to get into? O’Connor doesn’t
think so. ’We deal with image and reputation,’ he said, adding that he
thinks swearing has contributed to a ’decline in civility’ and the
’dumbing-down’ of America. ’We’re communicators, and swearing doesn’t
communicate that well,’ he adds.
The lessons started at home: while writing the book, O’Connor developed
a new division in his PR firm, Cuss Control Academy, to help people
reduce their use of profanity. Along the way, he has also made
appearances on almost 400 radio stations and 40 TV shows (including the
venerable Oprah Winfrey Show) and has been covered in 80 newspapers and
But does that mean that O’Connor has eliminated all swearing from his
vocabulary? Certainly not - how else could he talk about his ’sh*t
list?’ ’Swearing should be saved for special occasions,’ he says. Damn