Diary: Damn book claims pros shouldn’t curse so &*!%dollars much

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 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

profanity.



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

magazines.



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

straight.



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