06 Jan 2014

Top 50 Most Overused Words in Press Releases for 2013

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Did that mean anything to you? There are some words that initially sound good when you write them, words that make you sound more appealing to your audience. Unfortunately, everyone else has the same idea in mind and as a result, we end up with tired words that are overused, have lost their meaning, and no longer convey even a search advantage. No place is this more common than in the press release.

SHIFT Communications sampled 62,768 press releases from 2013 to find the top 50 most overused words in press releases for 2013. Take a look and share the graphic with your fellow marketing and communications professionals so we can start to use different words in 2014:

Top 50 Most Overused Words in Press Releases
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Note that just because a word is on this list doesn’t mean shouldn’t ever use it, just use it more sparingly. Just as you don’t need to dump 5 pounds of garlic on a plate of spaghetti or pour an entire bag of sugar into a cup of coffee, not every press release has to be about your new mobile solutions and top leading strategic plans to demonstrative your innovative business ideas.

Want better, more creative words for 2014? Engage us today to help you improve your communications!

Disclosure and Methodology: SHIFT Communications downloaded a random sample of 62,768 English language press releases published only during calendar year 2013 from MarketWired.com. Using custom-built software, SHIFT staff programmatically removed boilerplate and navigational text, then counted 43,448,554 words in the body text of the press releases and assigned frequencies of appearance to each. After compilation, SHIFT staff manually removed frequent, non-descriptive language articles (a, and, the, etc.) and nouns (About, Contact, Call, etc.) to create the list. SHIFT Communications was the sole sponsor, underwriter, and conductor of the research. Data was collected during the period 12/4/2013 – 12/18/2013 using automated tools.

Christopher S. Penn
Vice President, Marketing Technology

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11 comments
jgombita
jgombita

@SueHorner P.S. too bad your "source" is stuck on the overused (less correct) PRESS terminology, instead of "news" or "media"

sleccese
sleccese

Can you make that into a poster (or calendar) and send out to your prospects/customers? Even a seasoned Marcom exec could use the reminder

SueHorner
SueHorner

@jgombita Not that there seems to be any consensus on "press" vs. "news" releases!

jgombita
jgombita

Unsure what you mean @SueHorner. I'm talking what makes sense. "Press" an outdated term (media more inclusive). Release should contain NEWS.

jgombita
jgombita

Find @SueHorner those (esp. Americans) who spend most of work day on media relations (and confuse that with "PR") are most stuck on PRESS.

SueHorner
SueHorner

@jgombita I realize that. I mean all terms (press, news, media) still widely used. No consensus on use even if NEWS makes most sense.