Words and terms that PR pros should stop using

By Darren Gilbert

Now, that may sound rather dramatic. However, it’s also true. With that in mind, there are three words or terms that you should consider not using the next time you attempt to get your news out.

Game Changer

One of the worst things to do when pitching your story is to use ‘game changer’ anywhere in the text. It’s often the press releases who are attempting to create hype about a product or service (which is not a bad thing). However, it can get to the point where it becomes a cliché.

“Unless your client really did create the next big thing, leave this phrase out of press releases, pitches, phone calls, and communications,” writes PRDaily’s co-editor, Beki Winchel. There is also another thing to consider, which Winchel points out: “Actual game changers don't talk about changing the playing field - they just do it.”

You must be aware that if you are using ‘game changer’ or any similar description of your product or service, it must in fact be game changing. If it’s not, don’t even bother using it because it will comes across as nothing more than an attempt at creating false hype.

I gave 110%

Saying that you’ve given 110% or that you are aiming to give that is actually quite silly. Most people should understand what you mean by saying this. You worked hard to get to where you were. As PR executive, Shawn Paul Wood points out, claiming this is all about trying to get one-up on everyone else.

“From the client’s boardroom to the sports venue of choice, people who can’t figure out the world of percentages are giving 150, 200, and even 1000 percent for that extra effect,” writes Wood on MediaBistro. “You worked hard, we get it.”

Is it so difficult so say that you just worked hard?

RE:

Have you ever been tricked into opening an email after the subject line has ‘RE’ in it? In reference to a supposed reply, it has been used for years by spam artists. As online marketing strategist, David Meerman Scott points out, it’s also something that is used by publicists and it needs to be stopped.

He writes on Web Ink Now, “Sadly, many public relations agencies and marketing firms are now using this deceitful method too. They send a pitch disguised as a reply to a message. This is specifically designed by the sender to be confusing. Yes, in normal use ‘Re’ does mean ‘in regards to’. However, at the beginning of an email subject line, the only correct use of ‘Re’ is in reply to an email.”

This means one thing: if you are not replying to an email, don’t use it. Considering that it’s been used by spam artists for a while now, your email could very likely be tossed into that category. Leave it out instead and consider a different subject line.

What are your thoughts? Are they any other words or terms that PR pros should avoid using? Tell us below.