The leading, innovative, best blog
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.
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