A Shift Communications analysis found ‘new’ isn’t particularly new when it comes to press release language, and words such as ‘important’ and ‘innovative’ tend to defeat their purpose.
If you want to sound original and highly creative, have I got an infographic for you!
Shift Communications has put out a list of the 50 most overused PR words of the past year, based on an analysis of nearly 63,000 press releases, and I must say I’m a bit disappointed.
Of course, the word “new” is going to lead the list as most press releases are about something that’s new. But there are a few words on the list that you can just strike from your vocabulary altogether: key, important, innovative, and significant.
If something is key, important or innovative, trust a reporter to suss out its appropriate relevance. By labeling something as such, you’re basically telling your audience the opposite.
For the full list of commonly used words in press releases, check out this infographic—and if you decide to use any of these words, at least make sure you know why another word won’t suffice.
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