If you’ve ever waded through a press release or a corporate website and thought, “What on earth are they actually saying?”, you’re not alone.
When you work in B2B PR – which can encompass complex sectors like finance, property, and tech – it’s easy to get caught up in industry jargon. Every business wants to sound sophisticated and cutting-edge. But if your audience has to decode your message, you’ve lost them. They’ll give up – and that’s bad for business.
Why business lingo can backfire
Technical clients often assume that using big words makes them sound credible. In reality, it often makes them sound like they’re trying too hard – or worse, like they don’t really understand their own product. If your target audience is left scratching their heads, then your PR and corporate messaging efforts are failing at the first hurdle.
Imagine a fintech company announcing a new AI-driven investment platform that “leverages proprietary algorithmic methodologies to optimise multi-faceted asset portfolios.” What they mean is: “we use smart tech to help you invest better.” Which would you rather read?
We conducted a search and social listening exercise* into the language used across UK B2B PR and editorial content. This involved analysing over 300 pieces of UK-based B2B communications from July 2024 to July 2025, spanning earned media, PR and owned content, and shared media. The findings were clear in that jargon-heavy communications are wearing thin. Phrases such as “synergy,” “leverage,” “AI-driven,” and “cutting-edge” dominated the landscape, but they were often met with fatigue by journalists and mockery on platforms like LinkedIn and Reddit. Once seen as indicators of expertise or innovation, these terms are now seen by many as vague, unoriginal, and, ultimately, unhelpful.
Simple can be smart
Some mistake complexity for credibility, but real expertise is shown through clarity. If you can’t explain your product or service in a way that makes sense to a time-poor journalist or an executive skimming your website over their morning coffee, you’re missing opportunities.
Most journalists are drowning in content. A press release full of dense, corporate waffle equates to wasted time – and is heading straight for the bin. Offer a clear, compelling story, and you’re far more likely to see media coverage.
The same applies to business audiences. Not everyone that you want to understand your message will be an expert in what you’re trying to sell. For example, a retailer looking for a new IT system isn’t looking for buzzwords – they need to understand how your service will save them time, reduce costs, or streamline operations. Clear, benefit-driven communication ensures your message resonates with the right people – not just those fluent in your sector’s lingo.
So, how can you cut through the corporate clutter?
- Use everyday language. If you wouldn’t say it in a conversation, don’t write it in a press release.
- Avoid buzzwords. If you’re tempted to use “synergy,” “cutting-edge,” or “next gen,” ask yourself: would a normal person say this? (My guess is probably not).
- Keep sentences short. If it takes three attempts to follow and understand a sentence, it’s too long.
- Test it. Give your copy to someone outside your industry. If they don’t get it, make it clearer.
At PR Agency One, we understand business
Communicating the nuance of what your business does and how you do it accurately is paramount. We work with B2B and corporate clients in tech, property, health, finance, and retail/FMCG and take the time to understand the technicalities of what they do – then translate it into something impactful.
For example, we worked with Homes England, the UK government’s housing and regeneration agency, to raise the profile of Northstowe, the largest development site in its portfolio, among developer and housebuilder audiences. We also helped IES, a global climate tech firm which coined the technical concept of Sleeping Digital Twins, to cut through the noise and communicate about it.
Ultimately, great PR isn’t about sounding clever – it’s about being understood. If you want your business to be understood – not just heard – get in touch.
Get in touch to find out what we could do to support you: https://www.pragencyone.co.uk/about-us/contact-us/
Emily McGowan-Phoenix
Account Director at PR Agency One.
*Appendix – about the search and social listening exercise
We undertook a search and social listening exercise to analyse how language is used in UK B2B PR and editorial content over the 12 months to July 2025. We looked at the top buzzwords and jargon terms, with a focus on B2B communications across all sectors equally.
This included press releases, thought leadership, company blogs, and media coverage across sectors such as tech, finance, and the built environment – alongside social listening across LinkedIn, X (Twitter), Reddit, and YouTube to track public sentiment.
Key findings include:
- The most frequently used buzzwords included: synergy, leverage, paradigm shift, AI-driven, cutting-edge, innovative.
- These terms were routinely criticised or ignored by journalists and generated negative or mocking responses across social platforms.
- B2B audiences showed a clear preference for straightforward, benefit-led language over vague corporate speak.
- Effective communications in 2025 will prioritise specificity, clarity, and plain English – especially in sectors where complexity is the norm.
