The most common words in press releases

Technical PR, Engineering PR, Industrial PR, Manufacturing PR & Electronics PRDaryl Wilcox Publishing has recently done an analysis of the most overused words in press releases, based on content submitted to its newswire over a sixty day period. They created a list of 250 keywords, but clearly most of these won’t be relevant to our world of technical PR. So I cut that list down to the top twenty or so that are common in engineering.

I’m reasonably certain you will find many of these words in your own releases. Is this a bad thing? Not if they are genuinely relevant and aren’t being used because you can’t find the correct word. I often see words like ‘process’, ‘solution’ and ‘flexibility’ used because the writer is too lazy to express what they really mean. On the other hand, they are often used well and in context.

So, what’s the bottom line? Should we recycle of replace these over-used words? Neither, as a matter of course; just think about them when you use them, as you should with any cliché.

Here's the list:

Rank (in the 250)-------Word-------------------Frequency of appearance
42-----------------------------industry---------------534
45-----------------------------system-----------------522
47-----------------------------solution---------------507
51-----------------------------network----------------485
65-----------------------------systems----------------432
112---------------------------applications-----------309
117---------------------------process----------------298
137---------------------------standards--------------269
143---------------------------programme--------------264
149---------------------------unique-----------------262
160---------------------------platform---------------249
183---------------------------benefits---------------229
193---------------------------compliance-------------220
196---------------------------flexibility------------219
198---------------------------ranging----------------218
217---------------------------technologies-----------206
218---------------------------environment------------205
234---------------------------power------------------199
250---------------------------enables----------------193

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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