Deliver significant media awareness...cut through the frenzied media clutter in a fun and buzz-worthy way...deliver media splash and an emotional connection. Huh? If you're
like most executives funding PR programs, you will have no idea what these objectives mean or how their performance will be proven. But if you're like many PR people, you are
padding important client communication with similarly unnecessary and often meaningless words and phrases. And what's more, these examples were lifted from awards submissions to
one of the profession's most prestigious competitions. In other words, if "the best of the best" are incomprehensible, what about the thousands of programs not considered award-
worthy to begin with?