PR writing: Stay away from meaningless buzzwords
By Jill Pyle
The content we write for our clients can take many forms, including news releases, technology backgrounders, corporate backgrounders and bylined or contributed articles. To be able to write these kinds of pieces, we have to really understand our clients’ technology, market and audience. This is why we spend a lot of time at the beginning of a new client engagement just listening and learning.
During early conversations with new clients, we are never surprised to hear buzzwords. However, these buzzwords rarely, if ever, make it into the materials we write. That’s because we know the editors, writers, bloggers and analysts who receive these materials are numb to headlines about the latest, greatest, most revolutionary, innovative and ground-breaking new products to hit the market.
