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Repurposing, solution, robust, best of breed, mission-critical, next-generation, web-enabled, leading, value-added, leverage, seamless…

Let’s take a chainsaw to content-free buzzwords favored by technology marketers and public relations professionals. Or even better, let’s applaud one PR agency’s campaign to do just that. Houston PR, based in the UK, has a fun website called “Buzzsaw” which removes those empty phrases from text, such as press releases. Says the agency:

This free tool automatically hacks PR buzzwords out of press releases to make life more bearable for Britain’s hard-working journalists.

The Buzzsaw can also be used for speeches, strategy documents, advertising copy or any other collections of words that need to be as clear as possible.

You’ll find that toe-curling terms like repurposing, solution, robust, best of breed, mission-critical, next-generation, web-enabled, leading, value-added, leverage, seamless, etc, are struck out by the Buzzsaw.

It also takes a scythe to cutesy Hipster-style words and phrases like “totes amazeballs”, “awesome” and “super excited”.

To compile the Buzzsaw database we asked thousands of journalists to supply examples of the PR terms that irritate them the most.

Here are some of the words and phrases that Buzzsaw looks for. Note that it does tend to be British-centric in terms of spelling.

“win rates”, “business development lifecycle”, “market-leading”, “global provider”, “simple mission”, “optimal opportunities”, “unmatched capabilities”, “big data”, “pace of investment”, “priority needs”, “Blue Sky Thinking”, “Descriptor”, “Packages”, “Manage expectations”, “collegiate approach”, “oxygenate the process”, “low hanging fruit”, “Happy Bunny”, “Robust procedures”, “keep across”, “Stewardship”, “Solutioning”, “net net”, “sub-ideal”, “action that solve”, “expidite the deliverables”, “park this issue”, “suite of offerings”, “sunset”, “horizon scan”, “110%”, “Socialise”, “Humble”, “Special someone”, “Super”, “Shiny”, “Taxing times”, “Do the math”, “Sharing”, “Nailed it”, “Bail in”, “Revert”, “Sense check”, “Snackable content”, “higher order thinking”, “Coopetition”, “Fulfilment issues”, “Cascade”, “Demising”, “Horizon scanning”, “Do-able”, “Yardstick”, “Milestone”, “Landmark achievement”, “Negativity”, “True story”, “So True”, “Next-generation”, “Voice to voice”, “So to speak”, “Step change”, “Edgy”

Check it out — and if you are a tech PR professional or marketeer, maybe try it on your own collateral.

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