PR phrases that make us roll our eyes

Sometimes PR is like a vegan power smoothie: sounds healthy, but is hard to digest.

Between buzzwords and buzzkill, agencies and companies regularly serve us word salad with a dressing of stale sustainability and new-fangled transformation.

➡️ Read more such articles in our PR counselor contributions.

We have now collected the top 10 sentences that even the most patient communication professionals internally press “Ctrl + Alt + Delete”.

1. “We lead by example – sustainable, green and holistic.”

Sounds like a commercial for bamboo socks, but it's usually just a new coat of paint for the old diesel fleet or the LinkedIn site.

2. “Our strategy is based on a disruptive 360-degree transformation.”

So... ...everything will be different. Except the outcome. And the real reality.

3. “We focus on de-escalation through dialogue with the target group.”

Translation: The comment section is burning, but we take a deep breath and first post a photo of the boss with politicians in Berlin.

4. “We have a strong commitment to the energy transition.”

In concrete terms, this means that the intern has now set the coffee machine to eco mode. And the executive board has set the Lambos to eco mode. Of course, only in front of the office.

5. “For us, people are at the center.”

Sure. Humans. And if they stand in the way, they'll be transformed. Or they'll have to participate in the energy transition. Without a Lambo.

6. “Our product is a real game changer in the market.”

Spoiler alert: It's a yogurt. With chia seeds. Again. The ultimate all-rounder.

7. “We want to give the narrative a positive spin.”

If you can't say something nice about yourself, who can?

8. “With our campaign we want to build bridges.”

Usually between two politically correct PowerPoint slides. Emphasis on "want."

9. “Our vision is an eco-socially inclusive value-added dialogue on equal terms.”

Apparently someone was on a three-day purpose retreat in Hamburg’s Stadtpark.

10. “We are proud of our entrepreneurial resilience in times of multiple crises.”

A sentence caught between a wave of layoffs, TikTok profile optimization, and the attempt to make the office cool again for everyone with a moss wall and Birkenstocks.

Conclusion

PR can do a lot, especially clichés. But sometimes it's enough: "We don't know exactly ourselves, but we're doing our best."

It would be honest – and a truly sustainable transformation with resilience and added value as Game changer in communication...

Sierks Media / © Photo: Brock Wegner, Unsplash