01/31/2022

Erase These Words From Your PR Toolbox

Omit these 10 phrases from your communications right now

PR agency teams, especially those in tech PR, LOVE to speak in jargon. We have shorthand for nearly everything and sometimes forget that people outside our organization or industry might not know what we’re talking about. While those in PR are more than happy to explain what our unique vocabulary means, there are certain phrases that should be eliminated. Some don’t hold meaning anymore, while others are confusing or trite. Some were made up somewhere along the line to make us sound more interesting. Let’s take a look at a few phrases we should start phasing out of our vocabulary.

Exciting. PR pros are accustomed to hype. We want to exceed expectations by getting the best media coverage possible. When sharing coverage, we often say ‘this is exciting’ when in reality the outcome was our goal. Instead of positioning every last piece of work as exciting, we’d be better off explaining why it’s credible, effective, or persuasive. The same holds true for the quotes we may write in press announcements. Instead of the CEO saying he’s ‘excited’ about the new deal or product, it’s better to describe what positive changes it will bring. When it comes to hyperbole, less can be more – credible, that is. 

Groundbreaking/unique/one-of-a-kind. Similarly, in press releases, PR teams often highlight an offering as ‘unique’,‘one of a kind’, or ‘groundbreaking.’ If it is in a press release, of course we may feel pressure to position it as something the industry hasn’t seen before to gain more media attention. Yes, the news may be offering something unique to the company, but don’t position it as a reinvention of the wheel unless it is truly going to change the industry. 

Please select this link to read the complete blog post from Crenshaw Communications.