Sometimes it’s best to say nothing at all.
Public relations is not just about having a message, it is about having the right message at the perfect time. When crafting that message, understanding what not to say is every bit as important as what you do say, and when you say it. Sometimes that step is as simple as understanding which words you should never use and which ones you should use sparingly.
Here are five words that should rarely, if ever, find their way into your PR communications.
1. Really. Effective communication requires precision. Eliminating imprecise words will increase your audience’s understanding. “Really” is a pretense to imply increased gravity, but it adds little value.
2. Perhaps. Some use “perhaps” to hedge their bets, but it only creates uncertainty. People remember definite statements, so be precise and definite. Ditch “perhaps.”