The ten most annoying PR phrases
"The media release is dead"
According to the survey, the most resentment among respondents is caused by the recurring prophecy of the demise of the media release. One in three PR professionals is annoyed by the phrase "the media release is dead" (32 percent). Almost as many survey participants can no longer hear it said that influencers are more important than journalists (29 percent). The assertion that content takes precedence over everything is also cold coffee for one in four communications professionals. Twenty-five percent are annoyed by the statement "content is king," as well as the mantra "brands must become media." (23 percent)
"We need to break down the silos".
By contrast, the much-vaunted effects of digitization on the world of work in general and the role of communications in particular rarely seem to lead to phrase-mongering in PR. Phrases such as "We have to break down the silos" or "Employees are the company's most important ambassadors" stir up comparatively few respondents (15 percent and 13 percent, respectively). Also rather rarely a cause for discussion in PR departments: the phrase "Communications has a leadership role in digital transformation." Only one in ten PR professionals finds this phrase annoying (11 percent).
The ten most annoying phrases in PR in detail:
The media release is dead: 32 %Influencers are more important than journalists: 29 %Content is King: 25 %Brands must become media: 23 %Mobile, mobile, mobile: 22 %Live streaming revolutionizes PR: 20 %We need to tear down the silos: 15 %Employees are the company's most important ambassadors: 13 %Without social media guidelines, employees are not allowed to communicate on the Internet: 12 %Communication has a leading role in digital transformation: 11 %Source: PR Trend Monitor 2017The PR Trend Monitor is an online survey conducted by the sda subsidiary news aktuell and Faktenkontor. It examined where the current trends and developments in the communications industry lie Data basis: 247 PR specialists and managers, Method: online survey, multiple responses possible. Survey period: January 2017
