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What are essentially the most overused phrases in legislation agency…
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What are essentially the most overused phrases in legislation agency press releases?
By Debra Cassens Weiss
September 16, 2025, 1:35 pm CDT
Press releases with “an excessive amount of fluff” could lose credibility with reporters and damage probabilities of showing in on-line searches powered by AI, based on the worldwide communications agency Infinite.(Illustration from Shutterstock)
Legislation companies are excited, delighted, proud and thrilled to announce their newest information in a press launch.
And that’s a part of the issue, based on an evaluation of 479 business-of-law press releases by 238 U.S. and U.Okay. legislation companies by international communications agency Infinite.
Eighty-three p.c of the press releases had no less than considered one of these overused phrases, the research discovered:
Main
Greatest
Most
Happy
Excited
Delighted
Proud
Excellence
Thrilled
Largest / Progressive (tie)
Infinite affiliate director Matthew Gilleard says moderation is vital as a result of overuse erodes impression. “So we advise purchasers to deploy your pleaseds and thrilleds correctly,” he says in a press launch.
Infinite author Andrew Longstreth factors out {that a} press launch with an excessive amount of fluff dangers dropping credibility with reporters and normal counsel. Fluff can even diminish the prospect {that a} press launch will seem in on-line search outcomes powered by synthetic intelligence.
The research is predicated on press releases gathered by Infinite between June 2024 and June 2025 from U.S. and U.Okay. company companies of all sizes. The dataset of practically 200,000 phrases was analyzed for overused phrases and phrases in every jurisdiction and distribution by subtopic.
The research notes some regional variations. U.S. legislation companies have been extra more likely to take a extra conversational tone, utilizing phrases like “happy” as an alternative of “delighted,” a phrase favored by U.Okay. companies. U.S. legislation companies additionally favored phrases akin to “honored,” “finest” and “elite” extra typically than U.Okay. companies.
Press releases with the very best diploma of jargon targeted on partnerships with different organizations, awards and recognition, legislation agency initiatives, workplace strikes and expansions, and hiring and promotions. Press releases used much less jargon when coping with variety, fairness and inclusion and with professional bono work.
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