Authorized Advertising & Consulting
What are probably the most overused phrases in legislation agency press releases?
September 16, 2025, 1:35 pm CDT
Press releases with “an excessive amount of fluff” might lose credibility with reporters and damage possibilities of showing in on-line searches powered by AI, in accordance with the worldwide communications agency Infinite.(Illustration from Shutterstock)
Regulation corporations are excited, delighted, proud and thrilled to announce their newest information in a press launch.
And that’s a part of the issue, in accordance with an evaluation of 479 business-of-law press releases by 238 U.S. and U.Ok. legislation corporations by world communications agency Infinite.
Eighty-three % of the press releases had at the least one in every of these overused phrases, the research discovered:
Main
Finest
Most
Happy
Excited
Delighted
Proud
Excellence
Thrilled
Largest / Modern (tie)
Infinite affiliate director Matthew Gilleard says moderation is vital as a result of overuse erodes affect. “So we advise shoppers 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 shedding credibility with reporters and normal counsel. Fluff may also diminish the prospect {that a} press launch will seem in on-line search outcomes powered by synthetic intelligence.
The research relies on press releases gathered by Infinite between June 2024 and June 2025 from U.S. and U.Ok. company corporations of all sizes. The dataset of almost 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 corporations had been extra prone to take a extra conversational tone, utilizing phrases like “happy” as a substitute of “delighted,” a phrase favored by U.Ok. corporations. U.S. legislation corporations additionally favored phrases equivalent to “honored,” “greatest” and “elite” extra usually than U.Ok. corporations.
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 range, fairness and inclusion and with professional bono work.
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