Writing a press release is one of the easiest things to do in public relations. Writing a good press release that conveys a news or a story in an interesting and descriptive way - well that's a tad more difficult. I would recommend that all PRs try to significantly reduce the number of times they use any of the words below, I would advise avoiding the top ten altogether.
1. Solution(s)
2. Announces/announced
3. Innovative
4. Unique
5. Option(s)
6. Market-leader/Market-leading
7. Delighted
8. Competitive
9. Specialists/specialising
10. Cost-effective
11. Offer(s)
12. Technology/technologies
13. Original
14. Pleased
15. Enthusiasts
16. Award-winning
17. Concept
18. Assistance
19. Launch/Launches/launched
20. Excited
19 October 2006
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5 comments:
leverage
partnership
Yes, partnership should definitely be in there. Not so convined about leverage, perhaps that's more of a canadian thing ed?
No I would definately add 'leverage' or at least 'lever off...'.
Can I also suggest 'thought leadership' - although I like the concept I loathe that term.
Doing a lot of regional and specialist PR I don't actually see too much 'leverage'.
Leadership should probably be in there.
Good list. You're right: there's no place for self-satisfied emotion ('delighted', 'pleased') in a news release; nor for unsubstantiated hype ('unique' etc). But the language of pseudo-events ('announced', 'launched', even 'unveiled') is now so widely accepted that it no longer seems objectionable.
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