Banned buzzwords

The AP has a great story today about technology marketing buzzwords which all PR pros should avoid. It’s always a challenge in PR to select the right vocabulary which swiftly communicates meaning while avoiding baffling jargon. Each client company has its own banned buzzwords or phrases it prefers to avoid, and it’s easy to slip into a comfort zone, if you mainly speak with tech-oriented audiences. It’s up to the PR team to provide that perspective, producing copy which is actually meaningful to the reader. After all, that’s what end-to-end communication is all about.