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As communicators, the FolFry team routinely reminds clients to avoid “breathless superlatives” to maintain credibility with stakeholders, especially media. Oftentimes – say, in the heady excitement of launching a new product or announcing an acquisition – the lure of terms such as “unprecedented” or “first-of-its-kind” can be powerful. Regardless of the significance of the news, rarely is it a first, though.
We even imagine the audible groans and eye rolls of cynical constituents who read the claims of “unsurpassed” made by others (and have probably rolled our own eyes more than a few times at them, too). Instead, we adhere to a policy of using understatement and restraint for the purpose of emphasis.
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