It’s no secret that one of the most detested words by journalists these days is…drum roll please…‘innovation’!

Innovation

Now, this is a shame for many reasons, but justified by even more.

As a PR person I appreciate how easy it is to slip the term ‘innovators’ or ‘innovation’ into a media release or when developing key messages for your new, exciting and undeniably innovative new client. But the problem is, the word innovation gets lumped in the same ‘claim to fame’ categories as ‘world first’ and ‘industry leader’. Journalists and readers have become desensitised to these words.

So even if your business genuinely is More >