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Public relations

PR blacklist

Aug 10th 2010, 18:50 by R.L.G. | NEW YORK

A BIT of synergy here: my colleagues and I at this blog decry overused words in journalism. As journalists, we are also on the receiving end of quite a few press releases (I'd conservatively estimate about seven quadrillion a second), and they are often very tired in their attempts to grab attention. So Kudos to Adam Sherk, a public-relations and strategy consultant, for putting together this list of the most overused words in PR. Extra Kudos for backing it up with actual data. The numbers below are the number of mentions in a single database of press releases, PRWeb.com. So yes, it seems everyone is a "leader," nearly everyone is the "best," at the "top" and of course, "unique". This isn't even Lake Wobegon, where all the children are above average; it's an even more mathematically improbable world where everyone is number one.

1
leader161,000
2leading44,900
3best43,000
4top32,500
5unique30,400
6great28,600
7solution22,600
8largest21,900
9innovative21,800
10innovator21,400
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1-20 of 27
Aug 10th 2010 7:43 GMT

I've always wondered if overused, meaningless superlatives have opened the door for a marketing strategy along the lines of "Denny's: We suck, but at least we're honest with you and ourselves."

John Cowan wrote:
Aug 10th 2010 7:59 GMT

The mutt email program's PR says: "All email programs suck; mutt sucks less than most."

ExDub wrote:
Aug 11th 2010 3:12 GMT

I wonder if "Fuehrer" is quite as popular in German PR releases?

Lawshark wrote:
Aug 11th 2010 3:39 GMT

Perhaps it has something to do with the editorial/marketing imperative that "Only the exceptional/top of the heap is worth writing about in the first place" -- that is, that "news isn't about ordinary people and ordinary things, but about extraordinary people and extraordinary things." Of course, if one accepts that, then the superlatives are superfluous...

Aug 11th 2010 4:29 GMT

This goes to show you just how much bullshit flows around in today's world. The very existence of the PR industry exacerbates this issue a hundredfold.

Government propaganda is apparently a thing of the past, but we eat up corporate propaganda every day. Why is this acceptable?

As if Vitamin Water is actually healthy...

willstewart wrote:
Aug 11th 2010 5:25 GMT

Well done - though 'quadrillion' is a bit over-used, too...

abjecthorror wrote:
Aug 11th 2010 5:35 GMT

Propaganda is dead... long live spin!

weserlad wrote:
Aug 11th 2010 6:09 GMT

How about a similar list for television news summaries and programs? How high would "exclusive" be?

Orcus wrote:
Aug 11th 2010 6:56 GMT

The way I see it, clichés like these serve a useful purpose ... in eliminating people's credulity.

The impression I get is that people used to be much more trusting of advertizing, politicans, public declarations, etc. Now, all of us young folks (I'm 47) have been trained by endless "Buy this toothpaste and the ladies will REALLY go for ya!" to question (or outright disbelieve) everything that we're told. No more insurance salesman knocking on Granny's door to sell her whole-life insurance that she doesn't need, no more believing financial advisors who say that they carefullyt consider one's particular situation when making investment decisions.

People (and democracy) are better off for it!

Orcusssss

jajanatch wrote:
Aug 11th 2010 9:23 GMT

I am an 80-year-old retired PR man and I can't remember ever using any of these words in describing my clients, their activities or their products. Maybe I didn't have to because my clients were leaders in leading industries, etc. On the other hand, I never said any of my clients or their products were the smallest, least progressive, run of the mill, ordinary, unable to solve problems, etc.

Aug 11th 2010 9:31 GMT

I wish someone would put together a list of promotional words used by the investment industry, various funds as well as the "discreet" sales pitch lingo used by brokers, bank-officials and other soft products promoters !

westendal wrote:
Aug 11th 2010 10:13 GMT

The writer's synergy may lead to a paradigm shift as the PR industry alters its footprint -- after a suitable ramp-up period -- and generates a sustainable competitive advantage which enhances ROI.

I can hardly wait!

Robert North wrote:
Aug 11th 2010 10:42 GMT

Reminds me of the day I was made redundant and my boss described it as a win-win situation.

YUSSEL wrote:
Aug 12th 2010 12:20 GMT

I wonder who comes out as the leader in providing leading commentaries best and who would be at the top of the heap with uniques ideas that are not only great but provide solutions to the largest world concerns. I am certain it would require an innovative innovator.

king of joy wrote:
Aug 12th 2010 1:02 GMT

By far the most overused and annoying for me (especially in Britain and Australia) is "passionate"

pgillenw wrote:
Aug 12th 2010 2:06 GMT

Purchaser beware should be the mantra of all consumers.

Need a specific product then research and buy one after comparing the specs of each.

Like website advertising just train your eyes not to notice.

What ever the marketing terms used it is hype.

Peter Sellers wrote:
Aug 12th 2010 5:51 GMT

Was 'Kudos' tongue-in-cheek or is Johnson just having us on?

Aug 12th 2010 7:13 GMT

I'll add more from Chinese press releases off memory:

sustainable, low carbon, innovative, professional, easy, experienced, English, future, expand, partner

tgallery wrote:
Aug 12th 2010 7:15 GMT

Your blog is the top solution! Once again, your unique innovative analysis is the best! You are truly a great leader and innovator. No wonder yours is the leading publication with the largest readership!

philrc wrote:
Aug 12th 2010 9:04 GMT

As a leader in our local Rotary club, currently leading the pack in our local recruitment drive, I am disappointed to see some of my best words on your list of top repeaters. I was sure our unique approach to PR was the secret of our great success, the solution to the largest ongoing problem we face. Clearly, it is not enough to have an innovative strategy, one must also be an innovator in one's choice of words.

1-20 of 27

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In this blog, named after the dictionary-maker Samuel Johnson, our correspondents write about the effects that the use (and sometimes abuse) of language have on politics, society and culture around the world

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