The death of hyperbole? published June 2002 A group of journalists in the US have banded together to fight the growth in ‘buzzwords’ used by PR and marketing consultants, and they’re making it very clear what irritates them most! Their website contains a list of the worst “buzzword” offenders, including ‘turnkey’, ‘scalable’, ‘synergy’, ‘proactive’, ‘win-win’ and ‘end user’, as well as offering their own definitions of phrases such as “We’re the leading supplier of …” (they suggest “No one has ever heard of us.  But if you look at this tiny, narrow niche in which we've positioned ourselves, we're practically Microsoft.”) The most interesting section of the site, however, is the collection of emails sent by PR practitioners - fortunately left anonymous! - to various journalists hoping to set up interviews, or sell in press releases.  It’s an eye-opening experience for anyone who’s ever contacted a journalist to suggest a meeting!  Poking fun at the overuse of buzzwords and acronyms, as well as the lack of media knowledge of the PR ‘flacks’, it’s easy to see why some public relations practitioners have a bad reputation.  There’s a good lesson to be learned for all marketers. Visit www.buzzkiller.net to see for yourself.

PR Influences Australian Public Relations Newsletter. Article: Growth in ‘buzzwords’ used by PR & marketing consultants. Information Content: Media & Media Relations