Press Releases Have Become Way Too Hyperbolic

Press Releases Have Become Way Too Hyperbolic 

Experts warn the loss of credibility could lead to catastrophe

Lindsay Morrow, a senior associate brand manager at Kit Kat, was thrilled to announce the candy brand had added another flavor to its product line: vanilla.

Likewise, Aaron McMillan, managing director of hospitality programs at United Airlines, was thrilled to share flights had begun offering an assortment of canned wine to economy passengers.

All American A/C, a Florida-based provider of heating, ventilation, and air conditioning services, was also thrilled to reveal its big news: the business had a new website.

Companies are thrilled, and they’re letting the public know it at an increasing rate. A scan of distribution hub PR Newswire’s database shows the word “thrilled” appeared 7,704 times in U.S.

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Paul Hiebert

Paul Hiebert is Adweek's deputy editor of special projects.