'Firm name is delighted to announce that Jane Smith has been appointed to the partnership...'
Does this look familiar?
Any PR working in the professional services is likely to have written or been given a draft press release with those words, and their heart will sink.
'We are delighted' is up there with 'ground-breaking', 'innovative' and 'iconic' as words journalists hate to see.
The PRCA have reached out to unveil a ground breaking collection of words that PRs should avoid.
So when writing about your core competencies and how they shape your client pathways please leave these exciting words well alone.
Here are just some of the many words that get journalists toes curling. Unleashing, unveiling, unlocking Pioneering, ground-breaking, revolutionary Exciting, dynamic, iconic, stylish State-of-the-art, leading-edge, cutting-edge We’re delighted/proud/pleased/passionate Going forward, reaching out, connecting Platform, landscape, pathway, game-changer Customer journeys, core competencies, imbedded infrastructures