No more “solutions”

Last week the WSJ posted a blog blaming PR pros for boring tech jargon, like “solutions,” “robust,” and “leverage.” Blogger Ben Worthen says such bland words actually hurt PR efforts by confusing readers, and turning them away from technology. Though he criticizes PR folks, Worthen acknowledges that others, like clients, could be at fault:

We recently received this email from a PR professional: “I share your hatred of common marketing terms, even as I’m forced by my superiors to use them.” And the other day, a different PR person told us this doozy: “I once edited the word ‘seamless’ out of a press release. The client called me up and protested, ‘if we don’t say it’s seamless, how will people know it’s seamless?”

Several PR pros have since added comments that echo Worthen’s frustration.

Tech jargon drives us PR people nuts, but sometimes we have to pick our battles with the client who just doesn’t want to listen.

Or as one commenter pointed out:

With all the solutions out there all of our problems should be solved by now, eliminating the need for solutions.

I’d like to hear your thoughts on marketing lingo and its effectiveness.