The 50 most overused words in press releases


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.

By Kevin J. Allen | Posted: January 10, 2014
If you read (or write) enough press releases, chances are you’re bound to start to see some of the same words. Over. And over. And over again.

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.

[RELATED: Get advanced writing and editing tips from Mark Ragan and Jim Ylisela.]

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.


Popularity: This record has been viewed 2032 times. moderates comments and reserves the right to remove posts that are abusive or otherwise inappropriate.