The Buzzsaw is a free editing tool for PR and marketing professionals. Paste your draft announcement in the box, press the button, and your text will be checked against a list of thousands of buzzwords submitted to us by journalists, and returned with the buzzwords crossed out.
If there’s a word or phrase that they’re likely to find irritating, the Buzzsaw will find it.*
We regularly ask thousands of media contacts for the words that annoy them the most.
Toe-curling terms and phrases (take a deep breath...) like ‘repurposing’, ‘reach out’, ‘circle back’, ‘solution’, ‘best of breed’, ‘next-generation’, ‘web-enabled’, ‘leading’, ‘value-added’, ‘ping me’, ‘leverage’, ‘seamless’, ‘awesome’, ‘Brits’, ‘super excited’, ‘the very DNA’, etc, are struck out by the Buzzsaw (...and breathe out). The Buzzsaw’s ground-breaking technology is a web-optimised turnkey solution two bits of coconut connected by string. You get the idea.
The Buzzsaw can also be used for speeches, memos, advertising copy or any other documents in which clarity is more important than obscurity.
It can also settle debates. If your CEO insists that describing your business as a ‘global leader in adhesive labelling solutions’ is a better way of saying it than ‘we sell stickers’, the Buzzsaw will adjudicate.
We hope it makes work more bearable for Britain’s busy journalists and more productive for hard-working PRs. Jargon just gets in the way. We want you to be heard rather than just part of the herd.
The Buzzsaw was invented by publicist and PR strategist Hamish Thompson who is currently on a career break. If you’d like to argue with him about choices or omissions, you can find him on Twitter, or send your suggestions via our Contact page.
[*Note: You’ll find the Buzzsaw strikes out some phrases that are useful (or even essential) in certain contexts: if you’re writing a report on space travel, it’s not rocket science to realise that you might need to write about rocket science. Ditto, “drivers”, if you’re pitching to a car manufacturer. If the event you’re referencing really is a “marquee event”, then, of course, use that term, but the Buzzsaw gives you a chance to rethink potential hyperbole. You might be using a phrase ironically, or you might just like it: “al desko”, for instance – we’ll strike it out, but what you do with it next is up to you.]
Hamish also runs The ‘How Not To’ Guide to PR, the hugely popular unofficial guide to PR. This guide features the contributions of several hundred journalists, writing or editing for national and regional papers and trade magazines or reporting for broadcasters.
Periodically he writes out, inviting them to submit their worst examples of PR and media relations practice. He also captures tweets from journalists that sum up their frustrations. The guide is widely read by PR professionals and is used as a training manual by some of the world’s largest consultancies.