A long time ago in a galaxy far, far away, a couple of journalists banded together to get their own back on public relations people and their over-love of meaningless adjectives like "leading"; "cutting edge"; "bleeding edge"; "forward thinking" and other crappy words which basically mean their clients are such boring dead beats they have to use tired, meaningless descriptors to try and buoy their brands. The result was BuzzKiller.
If you are in PR here's a hint. To journalists the word "leading" means "my client is such a loser and their company can't speak for itself so I am resorting to the big PR book of cliches to hopefully make them sound a bit more interesting."
Newsflash - most journalists know every word in the big PR Book of Cliches so don't go there.
Next newsflash - I am resurrecting The Buzz Saw - a brilliant idea started eons ago (well in digital years anyway) to show how journalists suffer at the hands of some PR practitioners. It was created by staffers at Forbes, Fortune et al.
And yeah yeah yeah - I know. I'm like an ex smoker. I was in branding and marketing once. What that means is I know all the tricks.
Come on guys - that was bad in the 80's. Let it go already.
Today's BUZZ freshly sliced by the saw:
"***** ********* is an interactive full service digital agency that creates, executes and manages marketing campaigns in digital environments that facilitate interaction between leading, forward thinking brands and their audiences. Aiming to push the boundaries of digital communication, ***** ********* have...."