Quote protocol: how to find the quotation you need, when you need it--and how to use it.

• Author: Stautberg, Susan
• Position: ENDNOTE

THE RIGHT WORDS at the right time are powerful. What we say and how we say it--whether in person, online, or in writing--can change our world. The best quotes transcend time, uniquely and clearly encapsulating an idea, a thought, a maxim, or an opinion. When used wisely, a quote is a marvelous tool. It can reinforce a point, spread wisdom, sway opinion, and inject humor, or even act as a metaphor.

Quotations are mini-miracles if used correctly, but can prove deadly if not. Our rule: always think before you quote! To assist, here are a few brief guidelines to ensure that you and the quotes' recipients are left rewarded.

Be Relevant

Matching a quote with a subject is a critical success factor. Whether making a toast or a speech or even writing an epitaph, do your homework and know your subject. Then tie the quotation to an organization's vision, mission, or motto, or to an individual's traits, life theme, or recent actions. When selecting quotes for an obituary or eulogy, strive to get the essence of an individual. The Economist's obituary editor said it well: "Catch the soul, not the surface." This, of course, holds true for honoring the living as well. In general, listen before you speak, especially for an off-the-cuff quote. Listening first ensures that you will be able to select (or quickly swap) a quotation that makes an appropriate connection.

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Be Light

A witty one-or two-line quote is much easier to pull off than any joke. That said, while a humorous quote can enliven a speech or relax a mood, always strive for a light touch. Go for smiles, not guffaws. The right quote should release tension or divert attention from a problem to a more neutral topic.

Be Safe

A quote should bring people together and build rapport, not further a divide. Avoid offensive quotations that could insult or inadvertently alienate anyone. Always remember that what you say, or quote, publicly or in print can be taken Out of context and spread online within minutes. This, unfortunately, is the nature of our digital, media-saturated, content-on-demand age. First and last impressions have always counted, but never before have impressions lasted so long. When blogging or being interviewed, we suggest you choose quotes by following the advice of 1950s-era American humorist Sam Levenson: "It's so simple to be wise. Just think of something stupid to say and then don't say it."

Be Humble

When leaders and...