Reengineering words into PR speak

Today’s award for best press release headline and intro goes to Edelman for this gem:

Social Purpose Gets Personal As People Discover the “Me” in “We”

Global Study Reveals Personal Need Trumps Common Good for Aussies

Consumer Participation in Societal Issues Soars Globally, However

Australians Less Likely To Take Action to Support Good Causes

June 28, 2012, SYDNEY – Five years of data from Edelman’s global goodpurpose® study reveals Purpose is a driving force behind the reengineering of Brand Marketing around the world. As brands, corporations and markets re-orient around Purpose, consumers are developing and demonstrating personal values amidst today’s persistent economic challenges and cultural upheaval. More and more consumers are discovering the me (personal need) in we (the common good).

Got that? Good.

Should you feel intrigued nonetheless, you can read the actually relatively interesting study here.


  1. Jenna
    28 Jun 12
    12:30 pm

  2. Um what?

  3. Heather
    28 Jun 12
    2:14 pm

  4. I’m lost…

  5. Dan
    28 Jun 12
    2:54 pm

  6. This from a PR company? Bloody hell! Perhaps it was deliberate, knowing it would get a run from Dr Mumbo.

  7. Anon
    28 Jun 12
    2:57 pm

  8. I see a promising career in management consulting!

  9. SpiderSilk
    28 Jun 12
    3:17 pm

  10. OK, here’s a PR firm PR’ing its own work, using long words when short ones would work better, not defining key terms at the start and a shopping list of other negatives.
    Intros like this are normally a sign that whatever follows won’t be worth reading, so I stop there and delete on the expectation that the rest of the release will be equally uninformative, so I’m astounded to hear that the study is “relatively interesting”.
    In defence of Edelman, I have seen far, far worse than this from most PR agencies. Still that doesn’t excuse them from Capitalising Words that are Common Nouns – another sign that I’ve been sent a useless media release. I’d love someone from PR land to explain why you insist on doing that. Is it really that you were all collectively away from school on the one day this key grammatical rule was taught?

  11. Mac
    30 Jun 12
    8:01 pm

  12. So a Sydney company is talking about a global `goodpurpose®` study.

    What the heck does ‘®’ mean in this context ? I checked the registration of ‘goodpurpose’ (single word to) see…

    * Check with Australian trademarks: ‘goodpurpose’ is not a registered trademark
    * Check with US trademarks: ‘goodpurpose’ is not a registered trademark
    (You can confirm this with a quick check of ‘TESS’ on the site)

    Are they incompetent? Have they forgotten to register the ‘goodpurpose’ mark – and figure they’ll just tell everyone they registered it ?

    Or am I just incompetent when it comes to searching? (That is quite possible – sometimes the google-fu gods work against us all)