Three Words Communicators Should Avoid Using

This week, I read a great article on MyRagan.com called "Three Words Every PR Pro Should Ban." First, I recognized myself in the words. I have gone the lazy route before, just as the article describes. Here are the words and a little reflection on each one, and how we might strive to use more descriptive language in the future.

The first one is "excited." Here is how it might be used in a lazy news release. "ABC company is excited to have Judy Smith join our accounting department." Are they really excited? Are they jumping up and down? The word excited should be used to describe things like winning the Lottery, kids who are playing in snow for the first time in their lives, or a person who has just been called up on stage on The Price is Right. It's great for them to not have to interview any more accountants, but excited is overstating the emotional impact of this hiring.

The second word that is overused is "thrilled." Here is a "lazy" example. "ABC company is thrilled to be locating its new distribution center in Pleasantville," said CEO Alan Smith. First of all, a company can't be thrilled. Secondly, is anyone really "thrilled?" Use your words properly! Here is a better way to convey the same sentiment. "On behalf of the entire management team at ABC company, I want to thank the Pleasantville city council for welcoming us to town. We feel this location offers mutual benefit to our company and to the people of Pleasantville, many of whom we will be hiring soon."

"Honored" is another word that is misused and overused in news releases. You are honored when receiving knighthood from the Queen of England, not when speaking in front of the planning and zoning commission. "ABC Company presented plans to the Pleasantville city council for its proposed factory project" would be much better than "ABC Company was honored to present our expansion plans to the Pleasantville city council." Wouldn't you agree?

What over-used words make you cringe? 

Comments

[Josh Fleming]

Synergy, holistically, paradigm, integrated.

The use of the term "what not" in everyday language should also be banned.

What about "highly motivated" - how high exactly?

[Claire]

I'm with you. Strategic is also used out of context and way too much!