Posted by Tom Gable
PR critics and luminaries regular report on best practices, smart case histories and trends to follow for better results, such as improved use of social media. There is also the dark side.
As reported earlier, David Meerman Scott analyzed 711,123 press releases distributed during 2008 by North American companies. He filtered for 325 gobbledygook phrases and issued a report. The top 10: innovate, pleased to, unique, focused on, leading provider, commitment, partnership, new and improved, leverage, and 120 percent. Inc. Magazine followed with its own list of bad buzz words.
In tracking jargon usage since the 1990s, I found the most-used but lowest-value terms over time have been leading providers and solutions. The former faded for a short time following the Internet bust but is now making a major comeback. So we set up news alerts on the term and searched daily on Business Wire and PR Newswire for 30 days. We found from 50 to 150 leading providers emerging daily from every industry, niche and specialty, with 5,017 occurrences on PR Newswire alone.
Most offered no validation on their claims; they were clearly undifferentiated. A few did provide market share and revenue data for support. The throwaway claims were also tied to providing seamless, end-to-end solutions for the next generation. Here are a few samples from the research. And if anyone, other than the entity that issues the release, can provide the name of just one of these leaders, please post a comment and you will be entered into a drawing for a bottle of 1989 Clerc Milon, an excellent vintage from a fine Bordeaux chateau.
Big claims and glaring generalities (all preceded by “leading provider of”):
…end-to-end web hosting services…
…managed business solutions and system integration services…
…wireless broadband solutions…
…affordable easy-to-use enterprise-class systems management software as a service…
…consulting, technology, and business process outsourcing services…
…next-generation networking solutions, today announced that it is experiencing widespread acceptance in …
…end-to-end strategic human resources, payroll, and talent management solutions…
Some haven’t got there yet, but are optimistic:
…ideally positioned to become the leading provider of innovative solutions for the treatment of bifurcation vascular disease…
A popular approach is narrowing the realm to claim leadership in smaller segments:
…research and measurement services exclusively for the exhibition and event industry…
…high-quality lenticular large format and custom-printed plastics…
…advanced editing systems for the corporate, broadcast, postproduction, and new media industries…
…mounting solutions for the residential, commercial, CI, security, and pro audio/video markets…
…EPON (Ethernet Passive Optical Network) chips for the deployment of triple-play services in FTTx broadband access networks…
…integrated CAD/CAM solutions for mold, tool and die makers as well as manufacturers of discrete parts, today announced that …
…hip-hop ring tones and mobile content…
…market-proven products and technologies for unified visual communications over IP, 3G and IMS networks…
…onboard retail technology and solutions to the passenger travel industry…
The creative challenge is the break through the clutter with positioning that can be clearly validated over time with what engineers and scientists call proof of principle. In lay terms: walk the talk.
Absent that, there is an answer to all your needs for seamless solutions to any creative, positioning, differentiation, public relations, marketing communications, reputation or crisis communications issues. Contact Gable PR, the world’s leading provider of PR services headed by a left-handed former journalist of Chickasaw Indian extraction with offices in the 92108 zip code and 619 area code.
Tags: branding, creative, jargon, news, positioning, PR, reputation, writing
Another for your list:
(we) encourage diversity
Interesting web page. I could have applied some of this tips and not have squandered so much time.