Thanks to Mynt Public Relations and Ronnie Manning for including my submission of PR words in 100 PR Buzzwords That Need To Go Six Feet Under (and my list could be longer than 100, but there’s only so much space on the Internet!).
Buzz is the word that stung me, but I also love to hate best practices, cutting-edge and world class. It probably goes back to my news days that despised fillers as signs of weak writing and an even weaker reporter who couldn’t find a good story to tell. Just like news, PR writing should be strong, stylistic and avoid cliches that leave the reporter and the reader with a vague understanding of the person, product, place or whatever may be paramount enough for their attention. If you cannot define, don’t use it!