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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Posted on January 6, 2014 in Data, Infographic, Public Relations

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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"

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.

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.

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.

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

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