According to this post today on PRNewser, two recent analyses by different online marketing strategists concerning the most used terms in press releases yielded similar results.
In one study, conducted in April by David Meerman Scott, and based on an analysis of over 711,000 press releases across the major distribution services, "innovate" was the most widely-used buzzword. A more recent review by Adam Sherk revealed that "leader" and "leading" are number one and two, respectively. Incidentally, on Sherk's list, "innovative" and "innovator" are number seven and eight, respectively. Sherk's full list of 75 buzzwords can be viewed here.
What does this mean? Press release terminology has not changed much in the past decade, despite constant complaints from journalists that it needs to...AND that they're REALLY tired of reading the same schlock over and over again. In fact, this situation became so bad at the height of the dot-com era that a bunch of reporters from Fortune and other business publications banded together to create a site called BuzzKiller.net which exposed all of the bad writing they received from PR pros. The site still exists as a blog called Buzzword Complaint, and it's worth a gander by clicking here.
In the meantime, choose your words carefully, and avoid the terms on the list below:
In one study, conducted in April by David Meerman Scott, and based on an analysis of over 711,000 press releases across the major distribution services, "innovate" was the most widely-used buzzword. A more recent review by Adam Sherk revealed that "leader" and "leading" are number one and two, respectively. Incidentally, on Sherk's list, "innovative" and "innovator" are number seven and eight, respectively. Sherk's full list of 75 buzzwords can be viewed here.
What does this mean? Press release terminology has not changed much in the past decade, despite constant complaints from journalists that it needs to...AND that they're REALLY tired of reading the same schlock over and over again. In fact, this situation became so bad at the height of the dot-com era that a bunch of reporters from Fortune and other business publications banded together to create a site called BuzzKiller.net which exposed all of the bad writing they received from PR pros. The site still exists as a blog called Buzzword Complaint, and it's worth a gander by clicking here.
In the meantime, choose your words carefully, and avoid the terms on the list below:
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