Don’t invent new terms (and make sense)

The PR news wires steadily pump out stuff that is inconsequential and sometimes nonsensical, but I can usually at least figure out what the company is going on and on about.


I give you this headline: <Brand X> Xtream Series launched, bridging the gap of borderless digital signage solution globally

What on Earth is borderless digital signage?

On one hand, the headline at least got me interested, though not for normal reasons. So I read and read the release, and never did get a sense of what borderless meant. And then there were the references to 3D that were lobbed in, I guess, because 3D is cool right now.

<Brand X> is introducing radical and revolutionary new Digital Signage Solution that sets this industry free from the limitations and hassle of personal computers (PCs)

<Brand X> opened a new chapter in this sector of information technology which allows businesses to communicate in 3-D

Turn waiting and working time into enjoyable and entertaining process with <Brand X>‘s next generation Digital Signage, the Xtream Series.

<Brand X>’s CEO, says: “For marketers and those in the advertising business the Xtream Series is an unbelievably effective tool that is easy to use and produces optimum results.”

<Brand X> ’s next generation of Digital Signage allows a company’s messages to be delivered in the environment of their choosing thus hitting precisely the target market and just when that audience is at its most receptive. With the new Xtream Series technology managing Digital Signage just got a whole lot simpler, more adaptable, more reliable and more environmentally friendly. The Xtream Series requires much less maintenance and it uses a fraction of the power that conventional digital signage systems use.

Where to start…

What is it? What does it do? What’s different about it? What’s the 3D bit? What does next-generation mean, other than nothing?

I could give these guys a little bit of a break because they are based in Europe, I think, and English is probably not the first language. But if you want to do business in English, communicate clearly and effectively in the language.

Putting out something that makes almost no sense, absolutely makes no PR sense. What it really communicates  to potential customers is that working with these guys is going to be , umm, work.

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