These are the phrases that drive communicators nuts
From ‘leverage’ to ‘thrilled,’ communicators are done with these overused phrases.
Much like clothes, words and phrases used in communications have trends. One day everyone is talking about unprecedented times and the next we’re all navigating challenging headwinds.
These terms might start out fine – even good. But over time and with overuse, these terms have begun to fray the nerves of many communicators.
On LinkedIn, more than 250 communicators and journalists shared their biggest linguistic pet peeves in just a handful of hours. Their answers ranged from the overused to the just plain jargony.
But if you’re cringing at how often you’ve used these phrases yourself, remember this wisdom from Jaycie Cooper, owner of Cooper Communications: “The main thing most of these comments are telling me is that most writing is completely subjective.”
Comments have been lightly edited for brevity and style.
Jay Weisberger is external communications leader at DPR Construction.
Impactful. It is not a word. It means nothing. Almost any other adjective is more clear, e.g. “effective,” “meaningful,” or “dramatic.”
Jake Doll is director of client relations at PANBlast.
“Fireside chat” at events. Where’s the fire? Is there a s’mores bar? No? Just two people talking on stage again? Cool, cool.
Hinda Mitchell is president and founder of Inspire PR Group.
I have not gotten over “these unprecedented times” from the COVID era. More recently, it’s morphed into “challenging economic times.”
Daniel Méndez Aróstica works in executive communications & external engagement.
“Single-handedly.” It’s so arrogant. No one achieves anything by working in isolation.
Carmen Collins is director of social media for Generac.
The word “utliize” instead of simply “use.” Why must we speak like corporate overlords?
Lucy Screnci is senior consultant, communications for Santis Health.
A few years ago it seemed that every company announcing layoffs was using some variation of the phrase “changing/shifting headwinds” to describe the economic slump — so overused and unoriginal.
Andrew Petro is account director at Matter Communications.
“Disruptive.” It shows up in nearly every corporate press release, and product launch, but unless you’re actually changing how an industry operates (and have the customers to prove it), it’s just noise. If everything’s disruptive, nothing is.
Matt See is VP of corporate communications at Centene Corporation.
“Leverage synergies to drive alignment.”
It’s like corporate Mad Libs. Every word means nothing and everything all at once. Just say what you actually mean!
Greg Sleter is executive editor/associate publisher at Store Brands.
Thrilled. There are too many people in the world thrilled about things that aren’t thrilling.
Lindsey Bradshaw is a freelance PR consultant.
Any claims of “best, most, strongest, etc.,” drive me bonkers unless the claims are validated.
Heather Pocorobba is manager, internal communications & strategy at Cvent.
AI-powered.
People are using it for everything… Tell me what problem you’re actually solving with your tool and not just adding “AI” because it’s the current buzz word.
Annelise Armstrong is founder and principal consultant at Armstrong Communications.
“Cutting edge,” “state of the art,” and the like to describe technology. Those phrases have been used for decades, regardless of how advanced the tech is or isn’t. They sound dated and uninventive to me and really don’t get to the heart of what might be new or different.
Aliza Bran is director of media relations at the International Spy Museum.
Unprecedented or game-changing.
Nothing feels unprecedented anymore and very little is game-changing (certainly not the things calling themselves game-changing). It’s like calling yourself funny … Why don’t you let other people make that determination for you?
Gabriel Martinez is director of PR, content at media at SCORR Marketing.
I’m overusing words like “excited” or “thrilled.” We know it’s an exciting time, that’s why you’re announcing something positive. What I’d like to see is why this will move the needle in the industry or why consumers will see or experience something different.
Amanda Wenzel is a digital marketing specialist at Monaghan Medical Corporation.
Paradigm shift. It was neat the first time I heard it, but that was over 20 years ago, lol.
Catherine Shu is head of content at Gobi Partners.
I second “storytelling.” Are you building a comms strategy or are you writing “Dubliners”?
Liz Carson is senior vice president, client relationships at Proof.
It’s taken a break recently (thank goodness), but “authentic” has been ruined for me since 2020. May it RIP.
Lindsey Groepper is EVP at PANBlast.
Seismic shift (“this represents a seismic shift in the way….”). Is it *really* a dramatic change with a lasting, profound impact? Or, like, just a change.
Luke Micrea-Willats is senior director, media relations & communications, at Moderna.
“Stepping into” is peak corporate BS — like someone’s gently wading into a paddling pool rather than starting a job.
Carrie Goldstein is a senior communications consultant.
In healthcare … “unmet need” … there are so many better ways to quantify and explain what patients/caregivers could use both therapeutically and emotionally to support their health.
Debbi Winogracki is a freelance communications manager.
I think “strategic” is overused and sometimes improperly used.
“Our company is committed to our strategic vision…” What??
Andi Sommers is senior PR manager at Dittoe Public Relations.
Pivot, transform, and using “I’m excited or thrilled to announce…” in a direct quote. I want quotes to emphasize how the news will impact the reader, stakeholders, company, etc. versus turning the attention back to how the news is making the executive/leader “feel” about it.
Stephanie Lerdall is head of corporate communications at Morningstar.
Anything that you have to preface with “we believe…” or “we’re committed to…” If you have to do that, you’re not proving it with action.
Shannon Miller is a freelance editor and journalist.
“First of its kind” (Did you even make an attempt to verify that?)
Mostly in quotations, but I’ve seen people use “literally” absolutely incorrectly. As in, “He can literally throw a football through a wall.” No, he can’t and don’t say that he can.
“I hope this email finds you well.” = ChatGPT wrote this email to me.
“Utilize” is one of my pet peeves. I am glad it is on your list. Also, “unique” cannot be compared. There is no such thing as more unique or very unique, although there can be “almost unique.” I also hate the decline of “whom.” I deplore the misuse of “lay” for “lie.”
“Circle back,” “piggy back off of…,” “champion,” “put a pin in this…,”sends me into another dimension on the daily. Be unique!