What are the most overused words in law firm press releases?

"Law firms are excited, delighted, proud and thrilled to announce their latest news in a press release. And that is part of the problem, according to an analysis of 479 business-of-law press releases by 238 U.S. and U.K. law firms by global communications firm Infinite. Eighty-three percent of the press releases had at least one of these overused words, the study found:"

"Infinite associate director Matthew Gilleard says moderation is key because overuse erodes impact. "So we advise clients to deploy your pleaseds and thrilleds wisely," he says in a press release. Infinite writer Andrew Longstreth points out that a press release with too much fluff risks losing credibility with reporters and general counsel. Fluff can also diminish the chance that a press release will appear in online search results powered by artificial intelligence."

"The study is based on press releases gathered by Infinite between June 2024 and June 2025 from U.S. and U.K. corporate firms of all sizes. The dataset of nearly 200,000 words was analyzed for overused words and phrases in each jurisdiction and distribution by subtopic. The study notes some regional differences. U.S. law firms were more likely to take a more conversational tone, using words like "pleased" instead of "delighted," a word favored by U.K. firms."

An analysis of 479 business-of-law press releases by 238 U.S. and U.K. law firms found 83% contained at least one overused word such as excited, delighted, proud or thrilled. Infinite advises moderation because repeated superlatives erode impact and can damage credibility with reporters and counsel. Excessive fluff can also reduce the chance that releases appear in AI-powered search results. The dataset covered nearly 200,000 words gathered between June 2024 and June 2025. U.S. firms used a more conversational tone with 'pleased' and words like 'honored,' 'best' and 'elite,' while U.K. firms favored 'delighted.' Jargon peaked in partnership, awards, office moves and hiring notices and was lower in diversity and pro bono communications.

Read at ABA Journal