Using too many innovative, amazing, fantastic, new superlatives.
PRs - especially bad PRs - are desperately keen on superlatives. Every press release in my inbox is 'the best, fastest, newest, best ever, innovative, the most innovative ever, wonderful, fantastic, amazing, amazing, amazing and innovative again'. I don't mind a couple of superlatives, but most press releases really, really, really, overdo it. (And I'm not keen on the words very or really either). Over egging the proverbial pudding with superlatives just makes journalists antennae start to waggle as they spot a puff - we want a story not a puff. And if it's innovative we can probably work it out ourselves - tell us once, then explain exactly why, in detail, why it's innovative. Press releases that are high on superlative count and low on detail worry me.
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