While all professions are guilty of jargon, there’s a definite tendency in PR to reuse and recycle the same tired old phrases when it comes to press releases. Leading, innovative, solutions, unique – as in “company X, the leading provider of innovative and unique solutions, today announced……”
At best they don’t mean anything and at worst hide a potentially good story as any self-respecting journalist has nodded off at the end of the first paragraph.
Often we’re told we can’t change them by clients as they are part of house style and that they set the company apart in its messaging. A useful piece of research by Adam Sherk, quoted in the Johnson blog in The Economist, explodes this myth. By analysing words and phrases in press releases on PR Web, he found that leader and leading, for example, were used over 200,000 times. That’s a lot of leaders – are there no also-rans?
This isn’t the first research that there’s been in this area, and all PR people have had sarky comments back from journalists on this subject, but it should act as a wake up call for press release writing. Start with messaging that is clear and differentiated. Then explain things simply, without hyperbole but with a range of language – as Adam’s research shows it might actually make you stand out from the crowd.
On a first look, the publication of 90,000 US military records on Wikileaks shows the power of citizen journalism and social media. It is extremely unlikely that any organisation would have been able to get legal clearance to publish the leaked Afghan War records – you can see the lawyers going apoplectic at the very thought of it.
But how did Wikileaks get the crucial second source and endorsement for the documents? Not through its own resources or credibility but by sharing them with the New York Times, The Guardian and Der Spiegel. Only when they had cross-checked the information (and the media organisations had their exclusives) were they released.
It shows the essentiallybetween ‘old’ media and new channels. Both sides need each other if they are to break big stories – and I can’t see this changing in the near future.