The next time you think a press release is ready to be sent out, take a look at PR Daily’s list of misused words and see if you’re guilty of writing something in a release that doesn’t make a whole lot of sense or just isn’t true.

For example, how can you describe something as “never before seen” unless you can actually verify that no one on Earth has seen it before? Or what makes something “exclusive?” Unless it is only accessible to a select group, it isn’t exclusive. Most likely, if it’s in a release being sent out to various media outlets, it isn’t exclusive.

We’ve all done it, but the point is to not keep doing it. At first glance, none of the words listed seem damaging in a press release but do you really want to be known as the person who wrote “breaking news” in a release being sent out the following day?

Another example is the use of the word “quality.” The question you want to answer is what quality – good or bad. Writing, “Our quality product…” says nothing to the reader. Adding that one word before makes all the difference in the sentence.

The only thing worse, than using these words incorrectly on a regular basis, would be to use them all in one sentence. “The official launch for an innovative, somewhat unique, exclusive…” You get the point.

Check out the post for the rest of the list and the correct usage of each word by clicking here.

Attention, Miami Herald: Use proper grammar. The newspaper received that lesson from an experienced South Florida teacher when it asked her to mark up a recent edition.

The same advice applies when an organization distributes a press release, publishes information on its website, updates a blog, or posts on Facebook: To look professional, follow the rules of grammar.

Elaine Kenzel, who wields a sharp green pen for her publishing clients, found 133 mistakes in just one issue of the Herald. Some involved starting a sentence with “but” or “and.” Others related to sentence construction.

Based on her analysis, here are some recommendations for professional public communications:

• Write simply. Complex sentences can confuse the reader.
• Be careful with commas. Writers tend to use too many.
• Be consistent.  Apply the same style to sentences and lists.
• Read and re-read. Have two or three people proofread a press release or Web post before it is distributed.

Boardroom Communications checks and re-checks press releases and other communications before they are made public. We track changes to ensure that no vital information is lost or misstated. Like newspapers and other news organizations, we have editors. Their job is to double-check spellings, facts and, of course, grammar.

Publicizing your products, services and stories via media relations,  social media, website or collateral materials can all be very effective branding tools — if everything is correct.  Otherwise, a small typo or grammar error may quickly deflate your branding balloon and credibility.