Top 7 Buzzwords That Should Never Appear In A News Release
By John Walston
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As determined by John Walston of BuzzWhack.com:
- LEADING: Virtually every news release today claims its company is the leading (put your companyís specialty here) in the country. Itís not believable anymore.
- COLLABORATIVE PARTNERSHIPS: Why would anyone have a partnership that wasn't collaborative?
- LEVERAGING OUR ASSETS: In todayís business world, any company that doesnít "leverage its assets" goes out of business. Everyone already assumes you do. Donít waste their time repeating it.
- ROBUST: Itís a term that best describes coffee. A robust product tells the customer nothing. Try spelling out the benefits. Itís more effective.
- STRATEGIC ALLIANCES: Why would you have a business alliance that wasn't strategic?
- WEB-ENABLED: For most companies, itís a term that promises more than they deliver. If you have Web site and take orders online, just say so. You donít brag about being telephone-enabled or stapler-enabled.
- SPACE: As in "weíre in the B2B space."
John Walston, the BuzzWhacker-in-Chief of BuzzWhack.com. He can be reached at firstname.lastname@example.org or on the Web at: http://www.buzzwhack.com
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Article Submitted On: November 16, 2000