- Let’s fill our press release with puffery and jargon to make it look impressive
Saying that your new product is ‘world-class’, ‘innovative’, ‘revolutionary’ or ‘unique’ doesn’t make it so. Using those words, and others like them, immediately trip a wire in a journalist’s brain, which instantly makes them want to either disprove or ridicule them. As such, using them without strong evidence to back up your claims is inadvisable.
Likewise, cramming a press release so full of industry acronyms and jargon that it’s impossible for anyone without a dictionary to hand to understand what your saying will not endear your product to a journalist, who wants readers to be able to quickly understand how this new invention will benefit them.