Corporate bombast has gotten worse.
In October 2024, ADWEEK scanned distribution hub PR Newswire’s database for exaggerated language in U.S. press releases. The examination found mentions of hyperbolic words, such as “thrilled,” “cutting-edge,” and “groundbreaking,” had increased between 2017 and 2023.
PR Newswire confirmed the rise of amplified terms was not related to a rise in press releases distributed through its platform during that period.
“The increase is due to word usage, not the number of press releases issued,” a spokesperson wrote to ADWEEK in an email.
Now that full-year results from 2024 are available, statistics show the strategy of overstatement has proliferated.
Mentions of “pioneering” in U.S. press releases published last year increased 33% compared to 2023. The word “innovative” rose 7%.
“Thrilled” also resumed its ascent in popularity among public relations professionals, climbing from 19,730 appearances in 2023 to 20,041 in 2024.
The escalation of “cutting-edge” and “groundbreaking” has been more pronounced, with mentions of the former growing 31%, and the latter rising 47%.
Experts warn that too much corporate cheer in press releases can hurt credibility and turn off the very people it’s meant to win over: journalists. Rather than generate more earned media, relentless exaggeration can result in yet another deleted email.
One way PR professionals can reduce their reliance on hyperbole is to focus on showing instead of telling.
“My guidance to anybody: Don’t make a claim; substantiate one,” said Anthony D’Angelo, chair of the public relations department at Syracuse University’s S.I. Newhouse School of Public Communications. “If you’re saying we have a revolutionary chip, wouldn’t it be better to say we’ve just introduced a new chip that’s 80% faster than anything else on the market?”
