12 words that need to die in 2012

Every industry has buzzwords. If you are short on content for a case study or presentation, or are speaking on a topic you’re not entirely comfortable with, it’s easy to pull out those “cool-sounding words” in an attempt to wow your audience.

But some of these buzzwords are overabundant. Here are 12 words I hope every PR pro, marketer and advertiser will erase from their vocabulary in 2012.

1. Synergy

What does synergy even mean? I’ve lost count of the number of times I’ve heard the term in news conferences and read it in press releases and articles.

2. Klout or +K

Good old Klout. Its quasi-mysterious algorithm attempts to quantify influence. But, you really can’t quantify influence—at least not yet.

3. Jack of all trades

I’ve had a problem with this one since my days in journalism school, mainly because everyone who says they are a jack of all trades really isn’t. It’s usually a cleverly disguised excuse to glorify mediocrity.

4. Innovation/innovator/innovative

Just because you call yourself an innovator doesn’t mean you are one.

5. Ninja/guru/expert/jedi/visionary/chief unicorn chaser