Press releases gone bad
In the Charleston area there are several quasi news services allowing business owners to distribute their press releases to a wider audience.
Charleston Regional Business Journal has started their new BizWire and there is also Alan Cooper’s LowcountryBizSC. Each provides a mechanism for anyone to submit a story or release.
Great you say, until we begin to read items which are poor examples.
Consider this description of a new firm’s services as recently posted,
“[firm name redacted] intends to leverage innovative technology and marketing with outstanding service to provide a distinguished value to clients.”
If we tried, I don’t think we could have crammed more of 25 of the most overused words or phrases you want to avoid in a press release.
Use clear language in all your communications
Choose words that are precise and convey exactly what your firm does. One wants to know: What is leverage? Does it mean use? What is innovative technology? In some emerging countries it’s possible that fax machines are still innovative technology.
Watch your words
Even more specious is this statement opening a marketing firm’s announcement of merger with a print services provider:
“The days of needing to farm out services are over for Charleston-based marketing specialists…”
Would you ever want to admit that your firm has farmed out services? One doubts it. One would have provider networks, or collegial networks of service providers.
Stop. Full stop.
People, your words matter. Buy a dictionary. And get a thesaurus or at least use those available online or contained within your word processing program.
Avoid catch phrases and corporate speak. Just because it sounds cool is no reason to use trite expressions.