David Scott has a great new manifesto on the Changethis website that’s well worth downloading.

It tackles the over-use of jargon, hype and generally meaningless terminology in news releases and marketing copy.

David explains well why words and phrases like next generation, flexible, robust, world class, scalable and cutting edge are over-used by marketing and public relations professionals, particularly in the technology sector.

David then sets out why this kind of language becomes commonplace in many sectors, and offers some thoughts on how to improve the quality and effectiveness of your copy, whether it’s for marketing collateral or for a news release to the media.