Press release – a language of its own.

Every day you can find quotes that are used in press releases of things that people would just never say. They are usually made up of a combination of clichés and meaningless platitudes. Here is one I found today:

"This is a transformative step-change that brings together the industry’s foremost expertise and services to fulfill our vision to provide leading-edge solutions for a more connected, sustainable world."

What does it mean? Who is it aimed at? Why not say something that a real person would say?

Why not go the whole hog and create a complete coroporate video of meaninglessness. This clip below has been around a while and nails the meaningless video perfectly. This one has been done ironically, but it's a good example of what not to do. Doesn't stop companies doing it though.