There was quite a reaction to an e-mail that Ragan sent on Wednesday promoting a PR Daily webinar.
Ragan's customer service department received numerous e-mails questioning the professionalism of the subject line, which said (in part), "WTF is Tumblr?"
People called it inappropriate, distasteful, offensive, and ridiculous. Two people suggested the e-mail was sent by mistake. (It wasn't.) A few tweets floated around Twitter Wednesday and early Thursday echoing these opinions. It even elicited a #raganfail.
And yet, we also heard from several PR professionals who complimented us on the subject line. One person said she "loved it."
Well, what do you think? Have we entered an age where it's OK to write WTF in a subject line? Or did we go too far with this one?
Subscribe to this blog's feed
http://www.discountasicsshoes.org/Asics-Gel-Kayano-17-c3/ Asics Gel Kayano 17
http://www.discountasicsshoes.... 
RSS
Comments (52)
http://www.discountasicsshoes.org/Asics-Gel-Kayano-17-c3/ Asics Gel Kayano 17
http://www.discountasicsshoes.org/Asics-Whizzer-Lo-c8/ Asics Whizzer Lo
http://www.discountasicsshoes.org/search/Onitsuka+20Tiger/ Asics Onitsuka Tiger shoes
http://www.discountasicsshoes.org/Asics-Gel-Lyte-III-c4/ Asics Gel Lyte III
http://www.discountasicsshoes.org/New-Products/ Discount Asics Shoes
http://www.discountasicsshoes.org/All-Products/ Asics Running Shoes
http://www.pradasneakers-discount.com/Men_Casual_Shoes--pc-516-1 Prada Men Casual Shoes
http://www.pradasneakers-discount.com/High_Top_Men_Sneakers--pc-490-2 Prada America's Cup Patent Leather Men Sneakers
http://www.pradasneakers-discount.com/Kids_Sneakers--pc-504-1 Prada America's Cup Patent Leather Kids Sneakers
http://www.pradasneakers-discount.com/0-0-0-ps-1-- Cheap Prada Shoes
http://www.pradasneakers-discount.com/Women_Sneakers--pc-498-1 prada women Casual Shoes
http://www.pradasneakers-discount.com/Men_T_shirts--pc-492-1 Prada Men T-shirts
http://www.timberland-discountedshoes.org/Timberland-Mens-Boat-Shoes/ Timberland Mens Boat Shoes
http://www.timberland-discountedshoes.org/Bestsellers/ Timberland Shoes
http://www.timberland-discountedshoes.org/Timberland-Mens-Hiking-Boots/ Timberland Mens Hiking Boots
http://www.timberland-discountedshoes.org/Timberland-Kids-Boots/ Timberland Kids Boots
http://www.timberland-discountedshoes.org/Newa/ Discount Timberland Boots
http://www.discountedtimberlandshoes.com/prodtl--f2-3-c3----3.html Men's Timberland 6-Inch Premium Boots
http://www.discountedtimberlandshoes.com/prodtl.html cheap timberland boots
http://www.discountedtimberlandshoes.com/Timberland-men-Boots-f2-3.html Timberland men's 6-inch
http://www.discountedtimberlandshoes.com/more.php?fid=1 discount timberlands
http://www.discountedtimberlandshoes.com/prodtl--f2-3-c3----1.html Women's 6-Inch Premium Waterproof Boot
http://www.discountedtimberlandshoes.com/Timberland-women-Hiking-f2-8.html Timberland Womens Hiking Boots
http://www.discounted-louboutin-shoes.com/Christian-Louboutin-Ankle-Boots-c72/ Christian Louboutin Ankle Boots
http://www.discounted-louboutin-shoes.com/All-Products/ cheap louboutin shoes
http://www.discounted-louboutin-shoes.com/Christian-Louboutin-Pumps-c76/ Christian Louboutin Pumps
http://www.discounted-louboutin-shoes.com/New-Arrivals/ Christian Louboutin Discount Shoes
http://www.discounted-louboutin-shoes.com/Hot-Products/ cheap louboutin shoes
http://www.discounted-louboutin-shoes.com/Christian-Louboutin-Evening-c78/ Christian Louboutin Evening
http://www.discounted-louboutinpumps.com/New-Products Christian Louboutin Shoes
http://www.discounted-louboutinpumps.com/Christian-Louboutin-Peep-Toe-Pumps-c22.html Christian Louboutin Peep-Toe Pumps
http://www.discounted-louboutinpumps.com/Christian-Louboutin-Slingbacks-c29.html Christian Louboutin Slingbacks
http://www.discounted-louboutinpumps.com/All-Products Christian Louboutin Wholesale
http://www.discounted-louboutinpumps.com/Christian-Louboutin-Sandals-c38.html Christian Louboutin Sandals
http://www.discounted-louboutinpumps.com/search-160mm.html Cheap Louboutin High Heels
Posted by asics shoes | April 9, 2013 2:22 AM
Posted on April 9, 2013 02:22
Awesome!! Thanks so much for sharing!!!
Posted by Juicy Couture Handbags | June 7, 2012 3:51 AM
Posted on June 7, 2012 03:51
It's never acceptable to use, or hint at, four-letter words in a professional environment. Whenever I receive e-mails or other messages that include them, I always write back and ask the sender to be more professional.
Posted by J.M. Johnson | November 22, 2010 2:28 PM
Posted on November 22, 2010 14:28
It's a headline - it's supposed to be to catch my attention, and it did.
I have no problem with WTF and find it refreshing not to deal with the corporate-speak like I do much of the day.
Posted by Anonymous | November 22, 2010 11:39 AM
Posted on November 22, 2010 11:39
Aren't headlines supposed to be catchy? Mission accomplished. Ragan FTW!
Posted by Shari | November 21, 2010 6:18 PM
Posted on November 21, 2010 18:18
Out of line - not appropriate.
Posted by Steve W. | November 18, 2010 9:24 AM
Posted on November 18, 2010 09:24
Inappropriate by any professional standard, but is completely appropriate considering the times. American culture has become uber casual and lacks moral scope. Our lyrics consist of booty shakes, booty calls and how big booty can be. If it's not booty, its booze, or bling. Literature...well, that really hardly exists. Pop publishing, memoirs of idiots, reality TV shows for everyone - even wannabe presidents abound. Lindsay Lohan is big news. Tony Danza is responsible for the education of youth. Our past two presidents have been questionable - one is known for getting a BJ in the oval office, the other has largely been compared to a chimp. Our current president is busy writing a children's book and appearing on Rolling Stone and the View while the country sinks to a further economic and political low. Given that the guy who got the BJ now seems like the Messiah, that the Jersey Shore is a smash hit and the stars are our new millionaires, that Sarah Palin might stand a chance and the first daughter will be a teen mom who was on Dancing with the Stars, WTF in your subject line just doesn't seem that bad.
Posted by TH | November 17, 2010 11:32 PM
Posted on November 17, 2010 23:32
Not appropriate.
Posted by Paula Stamp | November 17, 2010 9:27 AM
Posted on November 17, 2010 09:27
James makes a good point about SNAFU, but there is one technical difference. WTF has no vowels and doesn't sound like a word, which is how SNAFU eased its way into the common vernacular. People thought of it as a word after a while and never realized it was an acronym. WTF will never be understood by anyone who doesn't realize what the F stands for. I agree with the others. WTF is crass. Karen has said that you can't take it too far any more. I wonder if she'd agree if we started using acryonyms that stood for hate speech, racist or sexist commentary just to make a point. I doubt that would fly with her (I hope).
Posted by Anonymous | November 17, 2010 6:49 AM
Posted on November 17, 2010 06:49
I have noted with interest that any time I place a 'naughty word' or innuendo in a blog post, tweet, etc., those are consistently the most read. And look at all the discussion you generated, right!? I liked the "wtf, bfd" comment, but part of me has this distinct concern that we are losing a bit of civility. Then I snap back to reality and wonder if we ever really HAD civility ... Sure in the 1970s, 80s, we'd never "say" WTF or anything close in a marketing piece, but there was also a "behind the scenes" dialogue that was often cruel and would now be viewed as politically incorrect. Society in general i think expects a "personal transparency." Be who you are and take a chance that someone may not like you. Which is okay.
Posted by Patricia Pickett | November 17, 2010 5:29 AM
Posted on November 17, 2010 05:29
What a lazyass way to catch my attention, or anyone else's for that matter.
Posted by vonBach | November 16, 2010 11:27 PM
Posted on November 16, 2010 23:27
Personally, I have seen the phrase “WTF” so many times (having grown up in this digital age) and don’t even think of the obscenity being used in the phrase when I read it to myself. When I read it I literally say, “W-T-F,” so I don’t really see what the problem is with using it in a headline. How many young children do you think read PR Daily? And if they do (highly doubtable) then they most likely don’t understand what “WTF” means. I find the title appropriate because it is just the kind of term that a Tumblr user would use.
Thanks for the information,
Amber
Posted by Amber | November 16, 2010 9:54 PM
Posted on November 16, 2010 21:54
Are you telling me there's a bad word in WTF?
Golly. All this time I thought it stood for "Where's the fudge?"
It's this kind of education that keeps me hooked on Ragan.
Posted by Rosemary | November 16, 2010 7:00 PM
Posted on November 16, 2010 19:00
My 12 year old used WTF in a text message recently and accidentally let me see it (I don't snoop her phone).
She won't be using it again for a long time,
It means what it means and doesn't belong in any conversation professional or otherwise
Posted by Bob Jacob | November 16, 2010 3:55 PM
Posted on November 16, 2010 15:55
If you are not willing to spell out an acronym (and I'm sure you're not in this case), you should not use the acronym.
Very surprised you used this.... PERIOD!
Posted by Joel Davison | November 16, 2010 3:05 PM
Posted on November 16, 2010 15:05
Once upon a time, people thought "dang" was offensive because it stood for the other word. Well, this is the same principle at work. In a decade or so, this won't even be an issue. Language is dynamic, people.
On the other hand, we aren't there yet. As long as enough people still see "WTF" as unprofessional, it should be used with care.
Posted by Joan Stewart Smith | November 16, 2010 2:57 PM
Posted on November 16, 2010 14:57
Yes you went too far...definitely not acceptable. I still cringe whenever I hear the actual word used in common language (yes, that's a lot of cringing while watching movies) and find even the acronym has no place in professional dialogue - professional being the key word here.
While raising two sons, I often told them that using the f word indicates a lack of creativity in speech. While they aren't "f-word" free by any means, they are careful - especially around their mother. As a P.R. professional working with many students, my best advice to anyone involved in public speaking or in anticipating an interview by the media was, "never say anything to a reporter you would be embarrassed to have your grandmother hear."
Posted by Nancy | November 16, 2010 2:50 PM
Posted on November 16, 2010 14:50
In today's media everyone should be up to date. We always talk about how fast our industry is changing and that goes along with the lingo we use. There's no such thing as "taking it too far" anymore. Pushing the envelope is what's lacking today and the very reason why so many articles... and subject lines are being looked over. It doesn't compromise the integrity of the brand, it solely proves that the brand is modern and has an edge to it.
A+ Ragan
Posted by Karen | November 16, 2010 1:48 PM
Posted on November 16, 2010 13:48
Although I appreciate Ragan's witty humor and laid-back attitude, I do think that using 'WTF' takes it a little too far. I'm not a fan of abbreviations - especially ones that contain vulgar language. They just don't have a lot of room in a professional atmostphere. Sorry Ragan - I love you, but I'm not loving the 'WTF.'
Posted by Jennifer | November 16, 2010 12:57 PM
Posted on November 16, 2010 12:57
I think using "WTF" in a professional setting is as appropriate as a very famous singer wearing a "FU" necklace when gathering with a group of schoolchildren. Come on, potty mouths ... Let's clean it up!
Posted by Maggie Tilley | November 16, 2010 12:44 PM
Posted on November 16, 2010 12:44
"PR Junkie," "Communication Addicts" and "WTF" ... This tone is all over the Ragan blog, and I like it!
I say, it's a #raganwin!
Posted by Raquel Gonzalez | November 16, 2010 12:32 PM
Posted on November 16, 2010 12:32
Would you use the full phrase in a subject line? In my head I don't even think in terms of the acronym; the full phrase comes to mind. So, no, it has no place in professional communications. Sorry!
Posted by jeanne tranter | November 16, 2010 12:10 PM
Posted on November 16, 2010 12:10
So now we've lost the entire point, which was a tutorial on TUMBLR. I definitely plan to go back and read that. The acroynm, while accepted in social media coversations, comes across as juvenille, just like when I was young and tried to lace my conversatiosn with profanity. I grew out of that by the way. If I won't say it out loud I won't use the acronym either.
Posted by Patricia Andrews-Keenan | November 16, 2010 12:00 PM
Posted on November 16, 2010 12:00
Although I found the subject humorous, and it certainly got my attention, I wouldn't use WTF in a professional setting.
Posted by LIbby | November 16, 2010 11:12 AM
Posted on November 16, 2010 11:12
If Ragan wants to lower its communication standards to the level of tween texting, they've already leaped off the perch of communications excellence it's spent so long climbing.
Posted by Mark | November 16, 2010 10:34 AM
Posted on November 16, 2010 10:34
As a journalist, I find this conversation very amusing. I receive the most dreadful e-mails from PR professionals with dull or overly long subject lines, even though the subject line is probably as important as the actual pitch. In this case, a company sends a real zinger of an e-mail subject line--one that I would have opened--and many of you are chastizing them.
From what I've read on sites like Ragan, PR flaks are always looking for ways to grab the attention of a reporter. Guess what? This grabbed your attention; it would have grabbed mine and that of many of my colleagues.
Posted by Harper | November 16, 2010 10:00 AM
Posted on November 16, 2010 10:00
I thought the "WTF is Tumblr?" title was very clever and eye-catching. I am familiar with Tumblr but it prompted me to read the article anyway.
A lot of the comments that conveyed negative impressions sound as though the writers did not actually read the article. Too hung up on the title, I suppose.
What really had me LOL'ing is that a Twitter hash tag was created to signify disapproval of the use of a well-known 'Net acronym. LMFAO!
Posted by Kennya Nailah Seeney | November 16, 2010 9:36 AM
Posted on November 16, 2010 09:36
Unprofessional. Period.
Posted by Joan Stewart, The Publicity Hound | November 15, 2010 6:15 PM
Posted on November 15, 2010 18:15
Zachary M I agree, it is Internet culture, infiltrating our formal communications. I'm not judging either way, but it can be considered slang, similar to "My bad." I am not offended by it at all.
Posted by Claire Celsi | November 15, 2010 4:11 PM
Posted on November 15, 2010 16:11
1. I find it counterproductive to use acronyms in Communication.
2. Maybe I'm old fashioned, but I find that particular acronym offensive.
3. The business world is increasingly global, so some sensitivity to a variety in cultures is in order. People who aren't native English speakers (as is my case) understand sentences word for word. You need to have been immersed in English for a very long time before you grasp meaning before understanding the words in a communication, as anyone who has studied a foreign language will attest.
Posted by beetrix | November 15, 2010 4:09 PM
Posted on November 15, 2010 16:09
Regardless of what each letter stood for, I would guess that acronyms generally slow the reader down, because they're substitute forms (essentially) and still not as quickly recognized as words like "what" and "the."
And, honestly, the subject line discussed here strikes me as a matter of laziness more than anything. Would you have sent a message with the unabbreviated subject line, spam filters aside? Probably not. Why? Because there was probably a better way to convey the message and get people's attention.
The thing about this -- and textspeak in general - that saddens me most, though, is the disemboweling of language. It's doing to speech what the MP3 does to music: stripping it down to the essentials needed for recognition/comprehension, but at the expense of a great deal of richness, subtlety and complexity. Certainly, as communicators, much of what we do is about reaching the audience and being understood, but it seems to me that should also, to some extent, mean continuing the use of less-known, but no-less-worthy words (which idea there's probably one word for, instead of six!), even if that requires a little education along the way.
Posted by Anna Broadway | November 15, 2010 2:24 PM
Posted on November 15, 2010 14:24
Seriously? People were offended?
This makes me wonder if those who were offended also don't know WTF Tumblr is?
I also wonder if those who think the "integrity of your brand" is now considerably less than what it was will stop using you as a go-to resource? Somehow I highly doubt it.
"Gasp! They alluded to the F word in an email! I won't learn from them anymore!"
Puh-leeze. I'm offended at everyone's offense.
Posted by Lola | November 15, 2010 2:24 PM
Posted on November 15, 2010 14:24
cheap trick for attention. trying too hard makes you way less cool.
Posted by Anonymous | November 15, 2010 2:19 PM
Posted on November 15, 2010 14:19
WTF? BFD...
Posted by Rebecca | November 15, 2010 1:24 PM
Posted on November 15, 2010 13:24
Thumbs down guys...unprofessional plain and simple.
Posted by Tina | November 15, 2010 1:23 PM
Posted on November 15, 2010 13:23
Does this mean that FUBAR isn't far behind?
Posted by Elizabeth S | November 15, 2010 12:51 PM
Posted on November 15, 2010 12:51
I would use WTF in the subject line if I were promoting the Williamstown Theater Festival.
Posted by William Stown Promoter | November 15, 2010 12:48 PM
Posted on November 15, 2010 12:48
Honestly I'm so used to seeing it online that it didn't even faze me. Would I get away with it in one of our internal communicatinos? Uh NO! But as several have said, Ragan is by communicators, FOR communicators. They're reflecting what's happening. And yes, pretty soon WTF will be no more offensive than SNAFU, which I HAVE seen in many corporate communications, along with its kinder, gentler version, "it was an absolute cluster..." Let's grow up, people.
Posted by Christine C | November 15, 2010 12:19 PM
Posted on November 15, 2010 12:19
It wasn't offensive to me. It is the way we speak in texting and IMs, but it really lacked professionalism, coming from a business organization. You don't have to try so hard to prove that Ragan is "hip." This was a major fail.
Posted by Steve | November 15, 2010 12:07 PM
Posted on November 15, 2010 12:07
Think about it. Would you use LOL in the subject line? No, right? Because it's trite and silly. But you used WTF because you think its edgy and funny. Maybe it's more like the comedian who uses f*** every other word because he thinks its funny or cool ... but it gets old really, REALLY fast.
Posted by Julie | November 15, 2010 11:51 AM
Posted on November 15, 2010 11:51
Outlets like Ragan.com need to remember that part of your role is to uphold (and sometimes set) the standards for our profession. As Linda alluded to, using words or acronyms that are still largely considered vulgar sends the message that it's OK. Judging from the majority of comments here, it's not.
Posted by Robert J Holland, ABC | November 15, 2010 11:51 AM
Posted on November 15, 2010 11:51
I agree with Karen B. I don't speak that way at work, nor would I put it in an email. "Does Writing Well Still Matter?" I hope so.
Posted by Lisa | November 15, 2010 11:47 AM
Posted on November 15, 2010 11:47
Not OK. Do I speak that way in real life? Yes - I have the mouth of a sailor. But as a professional, I never use it in the workplace, much as I broke the habit for use around my kids (after a particularly embarrassing "f*ck" came from my 14-month-old son to his grandmother, moments after a road-rage incident on the way to her house. But I digress.).
The truth is that crass language is just not appropriate in a professional environment. I consider Ragan to be a professional resource. Conversational and informal, yes. But still professional. I'm not chatting with my buddies here.
I can put in a header "What the heck is Tumblr" and get the idea across without offending those who choose not to use profanity.
Posted by Karen B. | November 15, 2010 10:51 AM
Posted on November 15, 2010 10:51
Communications doesn't have to be vulgar to be 'with it.' I thought less of Ragan after seeing it.
Posted by maureen petrella | November 15, 2010 10:26 AM
Posted on November 15, 2010 10:26
Yes it draws attention for a minute or two. But is it worth losing the respect of those who don't think it's appropriate? (Even if it's not the majority of people) Probably not. Right or wrong, it boils down to how it makes people feel. Some don't mind. But others do. To me, I wouldn't want to send out something that made people uncomfortable. It takes way too long to build their trust back.
Diana
Posted by Diana Ennen | November 15, 2010 10:09 AM
Posted on November 15, 2010 10:09
Text language like WTF, LOL, ROFL, etc. has no place in formal communication. PR practitioners are the harbingers of language. If we start using slang like WTF, then we are signaling to editors, writers, and the broader media world that this is okay.
Posted by Linda | November 15, 2010 9:51 AM
Posted on November 15, 2010 09:51
In a medium that calls "authenticity" and "being a person" its core values, "professionalism" of this nature is the problem, not using a phrase like WTF.
Did the email provide value in a way in keeping with the tone and expectations of what the users signed up for initially?
Then STFU.
Posted by Jeremy Meyers | November 15, 2010 9:48 AM
Posted on November 15, 2010 09:48
Julie said it perfectly.
Posted by Jo Murray | November 15, 2010 9:25 AM
Posted on November 15, 2010 09:25
If reading "WTF is Tumblr" in an email subject line offended someone, that person is probably the one that needs to hear that webinar.
That's the way people "speak" online.
Posted by Zackery M | November 15, 2010 12:02 AM
Posted on November 15, 2010 00:02
As company designed to be FOR PR pros and NOT their customers, it is COMPLETELY acceptable to use "WTF". It's not as though you were sending out an email on their clients' behalf.
Posted by Esteban | November 12, 2010 2:21 PM
Posted on November 12, 2010 14:21
Too early. If you'd written SNAFU--WWII slang for Situation Normal All F***ed Up--you'd probably be fine. At the moment, people still hear the actual words 'What The F***' and not its meaning of perplexity. Give it a couple years.
Posted by James A. | November 12, 2010 10:57 AM
Posted on November 12, 2010 10:57
A resounding yes! As a vehcile that is looked upon as a reosurce for developing professional skills, there is no room for crass slang. Sure you caught the attention of readers, but also lessed the integrity of your brand.
Posted by Julie | November 12, 2010 10:37 AM
Posted on November 12, 2010 10:37