Leading. Solution. Best. Innovative. These are the top 4 most overused buzzwords in public relations, according to Adam Sherk and PRFilter, a website that searches and aggregates press releases. Here's the Top 10 list and the number of times each word was used in press releases in a 24 hour period:

1. leading (776) 
2. solution (622) 
3. best (473) 
4. innovate / innovative / innovator (452) 
5. leader (410) 
6. top (370) 
7. unique (282) 
8. great (245) 
9. extensive (215) 
10. leading provider (153) 

What does this mean? Clearly, these words lose their impact through overuse. While intended to convey uniqueness and value, instead these words communicate "ho hum," "me too," "jargon," and "I don't really know my customer." Digging deeper, I believe the biggest offender is "solution." What customers talk that way in everyday life?? Aside from being generic and ubiquitous, the term "solution" has a very sterile feel to it that weakens your intimate connections with customers.

So what's the alternative? Stay real. Get to know your customers. Find out what the "solution" is, and what problems you can help them solve. That's what you talk about in press releases, in sales training, and especially with customers.

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(Click here for the full list in PR Daily, and thank you Tom Gable, San Diego PR expert, for posting the link on LinkedIn.)