Thursday, July 28, 2011

Avoid the word exciting

Just as sound engineers in Hollywood have their inside jokes about the Wilhelm Scream which gets used over and over, I think PR types writing press releases for tech exhibitions like IBC have their own version. They describe their stand, talk or product development as "exciting". Interesting, useful, evolutionary, perhaps. But exciting? No. Very occasionally awesome perhaps. But the overuse this year has become infectious it would appear.

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