Words or Phrases you should think very carefully about before using – if at all
A tragic accident/death: when are they not tragic?
Unique: it usually isn’t. Prove it
First ever: as above. First is just as good
Leading: everyone thinks theirs is, it’s subjective. Fairly meaningless
Cutting edge: as above
Revolutionary: are you triggering social change?
Showcase: are we at the cinema? What’s wrong with ‘show’ ‘or ‘feature’
Adjacent to: next to
In excess of: more than
‘Delighted’ ‘thrilled’’ ‘ proud ‘ ‘exciting’: some of the most over used words ever, usually in reference to new appointments, contract wins and award wins. You wouldn’t be announcing it if you weren’t ‘delighted’ or ‘proud’. And it’s not really how people speak. Not imaginative.
One stop shop: Ok if you are writing a release about convenience stores. Otherwise, no.
Harnessing: unless your release is going to Horse World don’t use it.
Future thinking: would you want to be seen as backward thinking?
Synergy: sounds like a scented body spray
Innovative: everyone claims their organisation, product or service is innovative. If you can show (rather than tell) people you’re innovative, you’ll be much more convincing
‘At a time when..’ fast approaching’: usually precedes an attempt to create a ‘hook’ for a story e.g. ‘In a time when people are thinking about summer holidays/going back to school/Christmas shopping*.’ But those aren’t hooks – they’re just reasons why an editor might run a story now (rather than next week or month). A hook shouldn’t be a hunch or a vague notion about something. It should be something concrete: a new piece of research, campaign or piece of legislation, for example.
Bespoke solutions: we’re not making furniture. Solutions is just as good
Distinguished: makes me think of men’s hair dye or an old war hero
In the light of: following
‘A wealth of’ ‘ a range of’ ‘a variety of’ – lots, several
Hotbed (of talent) : often exaggerating the truth. The Booker prize entrants maybe, the Warmley over-65 table tennis club, no.