Six Phrases PR Pros Should Forget (Part 1 of 2)

mountains-2180840_1280PR Pros know that their choice of words and phrases can make or break their careers. It is no longer about the right press releases and invites, either. In today’s social media world, the right response (or non-response) can help to put out flames and soothe nerves.

It’s the reason why many have a list of phrases and words to use and not to use in messaging. Here are six to avoid:

We are a global leader…

What makes you a leader? You need to prove this. What if another company claims the same? You need to help the journalist to understand why you are a leader and what measure you used to justify this claim. Instead of trying to justify your leadership, why not let the figures do the talking. Give a fact sheet that highlights your leadership. When the journalist does his or her homework, your leadership position will stand out. Don’t have a fact sheet? Then stop claiming you are a global leader. It only takes a single nosey journalist to tarnish your reputation. [bctt tweet=”#PR Pros know that their choice of words & phrases can make or break their careers” username=”BroadPR”]

Game changing/industry defining/market shaping/revolutionary…

Every PR Pro is guilty of this. Often the problem is that the product manager or CEO likes to hear this phrase and would like to see it used in a press release. But for journalists, it begs the question of what is being changed/defined/reshaped. Unless the product brings a unique proposition to the table (which seldom occurs), it is high time to avoid this phrase. Remember, a new feature is not game-changing or revolutionary but rather, evolutionary. Say it as it is, and journalists will recognize you for it. Of course, if you have an end customer or analyst who sees this as revolutionary or game changing, you can always use the third-party quote.

We are excited/thrilled/honored to share…

Should I be excited as well? That is the question the journalist will have in mind when mentioning this phrase. It is a sentence often used for announcing a raise in your credit limit of your credit card or acceptance to a college, not one that should accompany a press release or announcement. Rather, be more conversational and highlight the key reasons why you think the journalist should take notice. He or she has no time to read, so they will be thankful if you get to the point straight away instead of garnishing your sentences with these “fluff” statements.

Stay tuned for the next three phrases in our next blog post.