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 has been featured as a recognized authority in many books, publications such as the Wall Street Journal, Washington Post, New York Times, BusinessWeek and US News & World Report, and television networks such as PBS, CNN, CNBC, Fox News, and ABC News for his leadership in new media and marketing. In 2012 and again in 2013, Forbes Magazine recognized him as one of the top 50 most influential people in social media and digital marketing; Marketo Corporation named him a Marketing Illuminator, and PR News nominated him as Social Media Person of the Year. Mr. Penn is the Vice President of Marketing Technology at SHIFT Communications, a public relations firm, as well as co-founder of the groundbreaking PodCamp New Media Community Conference, and co-host of the Marketing Over Coffee marketing podcast. He is an adjunct professor of Internet marketing and the lead subject matter expert and professor of Advanced Social Media at the University of San Francisco. He’s the author of the best-selling book Marketing White Belt: Basics for the Digital Marketer.
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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