Some call it semantics.  Others, being particular.  You might call it wordsmithing.  I consider it one of the few (errrm. . .many) ‘little’ things that grate on my nerves.  So what is this insipid little nudge?  I’ll call them this PR pros favorite ‘four letter’ words.

They dominate press releases.  Taint headlines.  Muddy pitch waters.  And, I would find it unimaginable, that they don’t leave reporters wondering what clown slapped these terms together on a piece of paper and dumped them into their Inboxes.

Allow me to break them down for you: Continue reading →