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PR Speak Translator: decoding PR jargon for the media

April 29, 2019

At GingerComms we land great news coverage because we don’t send out traditional PR releases – we craft news copy that is written as it will appear in the press, using layman’s terms and avoiding the – sometimes impenetrable – jargon of PR and marketing campaigns.

This is a tip we’d pass on to everyone working in PR. Make sure your pitches to media are not written as client-facing campaign summaries and reports. Use the language and tone that the media uses – otherwise you risk turning journalists off your event/product/research/feature idea by bombarding them with so much fluff they can’t see the wood (story) for the trees (marketing speak).

At GingerComms we land great news coverage because we don’t send out traditional PR releases – we craft news copy that is written as it will appear in the press, using layman’s terms and avoiding the – sometimes impenetrable – jargon of PR and marketing campaigns.

This is a tip we’d pass on to everyone working in PR. Make sure your pitches to media are not written as client-facing campaign summaries and reports. Use the language and tone that the media uses – otherwise you risk turning journalists off your event/product/research/feature idea by bombarding them with so much fluff they can’t see the wood (story) for the trees (marketing speak).

So we’ve created our GingerComms PR Speak Translator™ – with some examples of words to avoid and replacement suggestions – to help you craft pitch-perfect copy for national news media:

 

PR term to avoid           Instead you could use

Authentic                  Real
Boasts                     Features
Consumers                  Shoppers/ or people
Cutting edge               New
Eatery                     Restaurant
End User                   Customer
Exclamation mark!          Full stop.
Extravaganza               Event
Hidden gem                 Little-known
Holistic                   Whole/ full
Innovative                 New/ original
Insta-friendly             Picturesque
Learnings                  Lessons learned
Legendary                  Renowned
Millennials                Modern Brits
Offerings                  Experiences
‘Party of the year’        Is it?
Provide support            Help
Purposely                  Deliberately
Residents of Britain       Brits/Britons
Revert back                Reply
Showcase                   Show
Squad                      Group
Synergy                    Combination
Whilst                     While

 

And a few more golden rules: when it comes to hyperbole, always remember that your release needs to ‘show’ not ‘sell’. They should not be schmoozy sales pitches, strewn with extravagant language and shameless self promotion. Avoid superlatives at all costs. And be 100 percent sure something really is the World’s/ UK’s first before you say so.

Also, make sure your release is written in the third not first person. So not “we did this” unless it’s within a quote.

Happy pitching!

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