A post by Richard Laermer at Bad Pitch further expounds a point that I made in an earlier post. When authoring a press release, a public relations professional should stay away from industry buzz words. Laermer writes, “The beef presented by the journalists is unquestionably legit . . . Who wants to read a hyphen-littered, uninformative piece of spin loaded with invented syntax, hyperbole, and marketing concept jargon?”
I must agree with Mr. Laermer and the journalists who receive such fustian press releases. Such releases indicate that the author’s lack of knowledge on the subject or the release’s hurried composition.
Laermer makes his point by saying, “PR people need to talk like real people, and we have to talk fast because journalists are usually busy.”
I will make my point buy emphasizing that journalists (and customers for you marketing people) are generally not impressed by using buzz words in your communication pieces. Those who usually are impressed by buzz words are the executives that hire public relations firms. But we are not trying to inform them now are we?